Paid Social work
Every engagement where paid social was part of the build, across all thirty industries we publish in.
Industry
Proof type
11 entries
Two locations, two Google profiles, one lead-scoring model that tells the crew which job to call first
A regional roofing and building-services contractor was running paid search and Meta against a website that published the wrong office address sitewide, with leads landing unranked in a construction CRM. We rebuilt the site, separated the two locations in local search, and built a scoring model that sorts every inbound job into *urgent / when-you-can / another-day* before anyone picks up the phone.
4.8Google rating, primary profileWeb DevelopmentLocal SEOGoogle Business ProfileCapability 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 & 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.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.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 & 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.Restaurants & HospitalityNearly three-quarters of restaurant traffic never comes through the door
Off-premises is now the majority of the category and it is still being marketed as an add-on to the dining room. This model plans for the car park, the phone and the pickup shelf: where the demand is captured, which surface takes the order, and what the published search benchmarks say that costs.
Local SEOGoogle Business ProfilePaid SearchCapability 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 Pages