CRO work
Every engagement where cro was part of the build, across all thirty industries we publish in.
Industry
Proof type
32 entries
Every vehicle page built from one feed — including on the day the vehicle sells
A dealership's inventory turns over continuously; its website usually runs on a different clock. Paid ads point at individual cars. This is the page-generation system built from the feed itself, where the hardest, most carefully designed page is the one for a vehicle that has just sold.
Web DevelopmentTechnical SEOLanding PagesProject ShowcaseReal client work that shipped. No performance figures are published, because none have been verified and approved for release.Dental & OrthodonticsA dental booking flow that separates emergency, hygiene and elective before anyone picks up the phone
One "Book an appointment" button is asked to do three completely different jobs, and does none well. This build splits the enquiry at the point of arrival and carries the split all the way into the practice-management system.
Booking IntakeLanding PagesWeb DevelopmentProject ShowcaseReal client work that shipped. No performance figures are published, because none have been verified and approved for release.Ecommerce & RetailCampaigns and automations are two different systems — and only one of them runs while you sleep
Most stores run email as a calendar — someone decides Monday what goes Thursday — while the automations were switched on at launch and never opened again. This is the architecture that separates the two, gives every flow its own trigger, exclusion set and reporting row, and makes the capture points part of the product page.
Email MarketingCRMContent SystemsProject ShowcaseReal client work that shipped. No performance figures are published, because none have been verified and approved for release.Energy, Solar & RenewablesA qualification layer that decides which solar enquiry is worth a consultant's afternoon
A residential solar consultation costs a designer, a proposal and often a site visit. The form that triggers it usually collects a name, an email and a postcode — which decides nothing. This layer moves the three questions that actually settle it in front of the appointment.
Landing PagesCROCRMProject ShowcaseReal client work that shipped. No performance figures are published, because none have been verified and approved for release.Hotels, Resorts & TravelA parity audit that checks the same room the way a guest checks it, in the same order
A guest comparing a room opens four tabs in a predictable order and reads price, photos, cancellation terms and inclusions as one offer. Most parity checking happens in a spreadsheet built from extranet exports, which can't see any of that. This audit reproduces the guest's path instead.
Content SystemsReportingCROProject ShowcaseReal client work that shipped. No performance figures are published, because none have been verified and approved for release.Logistics, Freight & TransportInstrumenting the numbers nobody publishes for freight
There's no published cold-email benchmark for freight, no LinkedIn benchmark, no webinar benchmark, no sales-cycle figure and no Google Ads freight category. A freight operator asking how they compare is asking a question the published record hasn't answered. This build makes the operator's own data answer it.
CRMLead RoutingReportingCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Automotive Sales & ServiceSame dealership, same staff: internet leads set appointments at 32%, phone-ups at 73%
The published dealership data shows internet leads and phone-ups being contacted at broadly comparable rates and converted into appointments at completely different ones. That gap is not about reachability and it is not about staffing, because it is the same staff. This model rebuilds the internet lead handoff around what a phone-up already does naturally.
CRMLead RoutingLanding PagesCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Automotive Sales & ServiceService converts at ~2.5× vehicle sales and gets budgeted like an afterthought
Automotive repair, service and parts carries the highest conversion rate of any industry in the published Google Ads benchmark set. Used-vehicle dealers sit near the other end of the automotive range. Both are usually funded from one line item called automotive, which averages across a spread wide enough to hide the entire argument.
Paid SearchLocal SEOGoogle Business ProfileCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Construction & ContractingGeneral contracting has one of the lowest conversion rates in home services — here's where the model puts the money
General contracting converts paid search clicks at 2.61% against a home-services average of 7.33%, which pushes cost per lead to $165.67. The model treats that as a qualification problem rather than a media problem.
Paid SearchLocal SEOContentCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Dental & OrthodonticsDentists estimate their case acceptance at ~90%; measured across 10,000+ practices it's ~60%
The largest growth lever in a dental practice is not a new patient. It is the treatment already diagnosed, already presented, and not accepted. This model puts the marketing budget behind the step where the measured number and the believed number are thirty points apart.
CROBooking IntakeCRMCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Dental & OrthodonticsDental is one of the few categories where Meta costs more per lead than Google — that changes the plan
A dental click costs $8.00 and a dental lead costs $72.97 on search. On Meta the same lead costs $76.71, which inverts the usual relationship between the two channels. The model treats that inversion as information about intent rather than as a reason to pick a winner.
Paid SearchPaid SocialLanding PagesCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Ecommerce & RetailCart abandonment has averaged 70.22% across twenty years of studies — the model stops trying to fix it
Fifty studies published between 2006 and 2025 average a 70.22% cart abandonment rate. That number has survived every checkout redesign, every digital wallet and every trust badge of the last two decades. This model treats it as a behaviour rather than a defect, and puts the effort where the published data says the movement actually is: the device split, the returning visitor, and the automations that run after the abandonment.
CROEmail MarketingTechnical SEOCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Ecommerce & RetailSame publisher, same window: ~11.7% conversion on Amazon vs ~1.3% on the brand's own paid traffic
Most channel comparisons in ecommerce are two figures from two publishers with two definitions, which proves nothing. This one is not: the same measurement provider, over the same twelve months, puts Amazon Ads conversion at 11.7% and paid traffic to brands' own sites at 1.3%. The model works out what that gap is actually made of, and what it costs to use.
Paid SearchPaid SocialEmail MarketingCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Energy, Solar & RenewablesSolar acquisition cost is forecast to rise 40% into a market contracting 19% — after the credit expired
US residential solar customer acquisition cost hit a five-year low of $0.60 per watt in 2025 and is forecast to rise 40% to $0.84 in 2026 as the market contracts 19% following the residential credit's expiry. Against an average installed price of $2.49 per watt, that moves acquisition from roughly a quarter of the price of a system to roughly a third.
Paid SearchLocal SEOLanding PagesCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Energy, Solar & RenewablesIn residential solar the benchmark you want doesn't exist — so the model builds your baseline first
This is the thinnest published vertical we work in. There is no solar cost per click, no cost per lead, no lead-to-sale rate, no website conversion rate and no speed-to-lead study. What does exist is strong market data: record enquiry volume, a battery attachment rate that varies by more than thirty points between states, and a subsidy that ended. The model is built to survive that combination.
ReportingCROLanding PagesCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Financial ServicesFinance buys the second-best click in the market and converts it worst of all 23 industries
Finance and insurance search ads earn a 9.83% click-through rate, second highest of the twenty-three industries measured, and convert those clicks at 2.64%, the lowest of all of them. The whole loss sits after the click. This model spends there first.
Paid SearchLanding PagesCROCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Fitness & Sports FacilitiesOne member in three leaves every year and the market is growing anyway — that's the trap
81 million Americans held a gym membership in 2025 and annual member retention is 66.4%. A facility can post growth while replacing a third of the people in the building. The model spends on the first ninety days of membership before it spends on the next lead.
CRMReportingEmail MarketingCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Food, Beverage & Specialty CPGThe first order doesn't pay for itself at any published margin — so it's a repeat-purchase business by arithmetic
Food and beverage consumer packaged goods run a 28 to 42% gross margin. The published cost per acquisition for the category is $49 against a $63 average order value. Those three numbers do not leave a positive first order anywhere in the band, which makes this a repeat-purchase business by arithmetic rather than by strategy.
Paid SocialPaid SearchEmail MarketingCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Healthcare & Medical89% of patients say booking at any hour matters; 11% of medical groups say most of their patients can
Physician search converts at 12.43%, well above the cross-industry average, and costs $40.04 a lead. The published gap in this vertical is not in the media. It is between the moment a patient decides to book and the moment a human is available to let them.
Paid SearchPaid SocialLanding PagesCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Home Services52% of home-services calls get answered — and 55% of businesses never ask the caller to book
In an emergency trade the money is lost in two places, and neither of them is the ad auction. This model instruments the phone before it touches the media, because the published rates say fewer than one call in four is both answered and closed.
Paid SearchLocal SEOGoogle Business ProfileCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Hotels, Resorts & TravelTravel has one of the highest paid-search click-through rates and no standard direct-booking benchmark
Travel attracts attention more cheaply than almost any category in the published search benchmark set and converts it at a middling rate. Meanwhile the single number that would settle the direct-versus-intermediated argument — what a brand's own booking engine actually converts at — is not published anywhere. This model instruments that gap first and buys media second.
Paid SearchLanding PagesCROCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Insurance Agencies & BrokersCommercial insurance is the one category where organic and paid cost the same — which changes what there is to optimise
Published acquisition costs for commercial insurance come in at $590 organic and $600 paid, blending to $593 — the narrowest organic-versus-paid gap of any industry in the set. When the channel choice is worth ten dollars, the model stops arguing about channels and goes after the conversion step, where finance and insurance ranks last of twenty-three industries.
Paid SearchTechnical SEOContentCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Insurance Agencies & BrokersEvery insurance cost-per-lead figure in circulation is a vendor price sheet — the model builds the number the agency doesn't have
There is no independent published cost per lead for an insurance agency, and none at all for personal lines. What circulates instead is lead-vendor pricing, which is a market price list rather than a benchmark. The model starts from that distinction and builds a cost per bound policy the agency owns.
CRMLead RoutingReportingCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Law FirmsThe intake gap: paying the market's highest cost-per-click while only 40% of firms answer the phone
Legal is the most expensive vertical in paid search. It is also the vertical where the largest published performance gap sits after the click, not before it. This model sizes the recovery available from fixing intake before adding a dollar of media.
Paid SearchLocal SEOLanding PagesCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Logistics, Freight & TransportWhat a freight lead costs — and the four benchmarks that don't exist to check it against
The published record for transportation and logistics contains a cost per lead, a customer acquisition cost and a ratio. It contains no cold email benchmark, no LinkedIn benchmark, no webinar benchmark, no sales-cycle figure and no search category. This model is built on what exists and is explicit about what does not.
Technical SEOContentCRMCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Manufacturing & Industrial$75.19 in the ad account and $553 across the business — manufacturing's two cost-per-lead numbers
Industrial and commercial search campaigns post the highest conversion rate and the lowest cost per lead of any B2B-relevant category in the published set. The blended manufacturing cost per lead across all channels is roughly seven times higher. Both are correct, and the gap between them is where this model does its work.
Paid SearchLanding PagesCROCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Med Spa, Aesthetics & WellnessA $1.4M average practice, $39.25 leads, and no published number for what a consultation costs
The aesthetics industry publishes its revenue and its size in detail and its funnel not at all. This model uses the benchmarks that exist for the top of the funnel, says plainly where the published record stops, and instruments the rest first-party.
Paid SearchPaid SocialLanding PagesCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Nonprofits & AssociationsRevenue up 5.0%, donors down for the fifth straight year — the model spends on the second gift
Sector giving grew 5.0% in the published data, the strongest revenue growth in five years, while donor counts fell 3.6% for the fifth consecutive annual decline. Fewer people are giving more. The model treats that as a retention problem and puts the budget on the second gift rather than the first.
Email MarketingCRMReportingCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Nonprofits & AssociationsDisplay costs $86 to acquire an email address and returns $1.11 — the published ad table is a ranking, not a menu
Nonprofit digital advertising has published costs and returns per channel that differ by more than an order of magnitude: $2.81 per email address acquired overall against $86 on display, and $2.48 back per dollar on search against $0.17 on Google Grants. The model reads that table as an order of operations.
Paid SearchPaid SocialEmail MarketingCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Real EstateReal estate has the fastest-rising cost-per-click of any measured industry — and refuses to average its two conversion rates
Inside one published vertical, residential agents convert at 1.29% and property management at 10.24%. The model refuses to average them, prices each channel to the job it actually does, and stops short of any claim it cannot source.
Paid SearchPaid SocialLanding PagesCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Small BusinessesIndustry averages are the wrong planning input for a business running exactly one campaign
The published benchmark tables span a range wider than any optimisation a small budget can buy. The model spends the first month buying a measured baseline rather than acting on a number that describes an average of thousands of accounts and none of them precisely.
Paid SearchPaid SocialLanding PagesCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Veterinary & Pet ServicesThe cheapest, highest-converting paid leads in the whole benchmark set — arriving at practices seeing fewer visits
Animals and pets converts paid clicks at 16.22%, the highest rate of the twenty-three industries measured, at $31.50 a lead. The same year, practice visit volume fell for the fourth consecutive time. The model is built on that contradiction rather than around it.
Paid SearchLocal SEOGoogle Business Profile