The brief
Raluca Maxim is a leadership coach and executive consultant building her practice through LinkedIn and Google Ads. Her cost per lead had crept up to £85, and she couldn’t tell which channels were actually producing clients versus just leads. Content posting was inconsistent and didn’t tie back to her core offers.
What I found
Google Ads campaigns were targeting broad match keywords with no negative keyword list, burning budget on irrelevant clicks. LinkedIn lead gen forms captured emails but no qualification data. UTM tracking was inconsistent, making attribution impossible. Content was a mix of personal updates and business tips with no content pillars.
What I built
Restructured Google Ads into tightly themed SKAGs (Single Keyword Ad Groups) with extensive negative keyword lists. Rebuilt LinkedIn campaigns around job function and seniority targeting with lead gen forms that asked qualifying questions. Implemented consistent UTM taxonomy across all channels. Created 4 content pillars with a weekly posting rhythm and clear CTA alignment.
- Google Ads
- LinkedIn Campaign Manager
- Google Analytics 4
- UTM Builder
- Notion Content Calendar
- Canva
What changed
Cost per lead dropped 41% from £85 to £50. Lead quality improved, 80% of new leads now meet qualification criteria. Attribution clarity revealed LinkedIn was driving 60% of revenue despite lower volume. Content consistency increased from 2 posts/week to 5, with engagement rate up 27%.
“Mark was proactive, reliable, and consistently delivered real value. He improved our advertising campaigns, helped generate more qualified leads, and was always willing to go the extra mile to find practical solutions.”