A national healthcare recruitment agency was running Google and Meta campaigns across six UK regions for care and nursing roles. Their ATS was capturing only a fraction of the applications their campaigns were actually driving — candidates were seeing ads, researching over several days, and applying directly or via job boards with no attribution back to paid activity. Budget decisions were being made on incomplete data, and cost-per-hire figures were significantly overstated as a result.
A three-layer attribution model was built to separate ATS-tracked applications, platform-confirmed applications (the gap between what the ATS and ad platforms each reported), and halo-influenced applications — candidates who applied via direct, branded, or organic routes in statistically proven correlation with paid spend. Server-side GTM was deployed via Stape. GA4 cross-domain tracking was fixed to follow candidates from landing page through to ATS submission. Meta CAPI was implemented to restore signal lost to iOS changes. Regional budget splits were rebuilt around live vacancy data rather than historic convention.
Paid campaigns were found to be influencing 3.7× more applications than the ATS alone showed — with correlation analysis on one client demonstrating a 13× multiplier between directly attributed and total influenced applications. Halo-adjusted cost-per-hire dropped to £99 against a comparator platform charging £173. Two campaigns consuming 34% of budget with zero verified applications were identified and reallocated. CPL dropped 41% within 60 days. The Looker Studio dashboard was adopted by the agency as standard client reporting.
An established roofing and exterior coatings business had been running Google Ads without a coherent structure. Performance Max was consuming the majority of the budget with no verified sales to show for it. The Search campaign lacked negative keyword discipline and match type control — restoration, painting, and survey terms were driving clicks with no purchase intent. The landing page was generic, the form was too long for paid traffic, and conversion tracking was not tied to revenue, making it impossible to tell what was working.
Performance Max was paused and budget consolidated into Search. Extensive negative keyword work removed irrelevant traffic. Match types were tightened around high-intent, product-specific terms. A dedicated landing page was built with a Heyflow multi-step form integrated directly with Google Ads conversion tracking — allowing every lead to be tied back to a campaign, keyword, and device. Mobile bid adjustments were applied based on device-level performance data. The account was rebuilt around one product, one geography, one clear conversion goal.
£19,000 in ad spend generated over £180,000 in verified revenue — a 9.5× return. One early campaign period delivered £45,000 from £6,000 in spend before the account was fully restructured. The client has full visibility over lead quality and revenue attribution for the first time, with form-to-lead tracking connected end-to-end. The sales team reported a clear improvement in lead quality alongside the volume increase.
A 10-venue independent hospitality group had no coherent marketing infrastructure. Each venue operated independently — different approaches, inconsistent social output, no shared content strategy, and no booking attribution. There was no visibility over which activity was driving covers, and booking platforms weren't tied to campaign activity at all. The internal marketing team lacked the structure and skills to coordinate activity at group scale.
A retainer-based consultancy engagement covering strategy, content, and marketing infrastructure. A centralised content and operational planning system was introduced across all 10 venues. Professional content was captured on-site. Internal marketing workshops were run to upskill the in-house team and build capability rather than dependency. WhatsApp Business was deployed across the group as a direct channel for customer communication and marketing. The Collins booking platform and DesignMyNight were connected via Zapier to attribute bookings to campaigns. A brand expansion framework was developed to support the group's growth plans. Paid and organic activity was brought under a single strategy with consolidated group-level reporting in Looker Studio.
Ten venues moved from disconnected, ad hoc activity to a coordinated marketing programme with shared planning, consistent brand voice, and proper booking attribution. The in-house team gained skills and structure they didn't have before. The WhatsApp channel became a live marketing and communication asset across the group. The engagement continues as an ongoing retainer.
ABC+ Warranty stepped up from secondary to main stage sponsor of The Brit Fest 2025 — a 30,000+ attendee UK music festival in Altrincham. The progression created both an opportunity and a problem. The existing social media agency could commit to one day of coverage. There was no content strategy, no confirmed team, and no defined responsibilities across the weekend. Multiple external contributors — press, radio, magazine, photography — were involved with no coordination layer in place. The brand's digital presence needed to reflect the scale of the investment.
The role extended well beyond videography into strategic oversight of how the event was presented digitally. A formal content strategy was delivered ahead of the event — six defined pillars (Main Stage Moments, VIP & Brit Fest Club, Brand in Action, Behind the Scenes, Festival Faces, Captured Today) — giving the team creative structure without rigidity. A pre-event kickoff was held at ABC+'s offices. A dedicated on-site media briefing on day one aligned contributors from REMM, Business Connect Magazine, Radio Alty, Altrincham Today, and ABC+'s internal team around shared priorities and workflows.
On-site, primary responsibility for all media coverage was taken across three full days. Real-time content prioritisation, daily shared upload workflows, and WhatsApp coordination ensured the social team had usable assets in near-real-time. Sponsor integration covered branded screen content for the main stage, paparazzi wall coordination, and ensuring ABC+ branding featured prominently across captured content.
Over the 30-day period covering pre-event build-up and the festival weekend, Instagram reach increased +161.4% against the prior period. Total content views reached 10,529, with 63.8% coming from non-followers — demonstrating the campaign's reach well beyond ABC+'s existing audience. Stories drove 54.3% of views, reflecting the effectiveness of real-time, on-the-ground content in sustaining engagement throughout the event.
"Chris will be your go-to guy for media coverage."
Hannah Rae Grafton — Sales & Marketing Administrator, ABC+ Warranty
