Tim didn’t come to us because things were falling apart.
He came because, deep down, he knew things weren’t working as well as they should be. The leads were coming in. The money was going out. But somewhere between the ad spend and the signed client, something wasn’t converting the way it could.
Within 30 days of launching on Google Ads, Infinite Wealth had generated over 100 leads. Cost per lead matched what he’d been paying on Facebook — which, for Google, is rare. And the conversion rates from those leads? Significantly higher than anything the Facebook campaigns had been producing.
This is how it happened.
Tim had been running Facebook ads for years. Same agency. Same trust. Same budget going out the door every month.
The relationship wasn’t bad. The agency wasn’t negligent in any dramatic sense. But when we looked at the account, his creatives hadn’t been meaningfully changed or tested in over a year. No new angles. No structured testing. Just the same ads, running.
That matters more than people realise. Ad fatigue is real. Audience saturation is real. And if you’re spending thousands of dollars a month on a channel, someone should be asking whether the message is still landing, not just whether the campaign is still technically active.
But Tim is the kind of person who trusts the people he works with. He was running a business. He wasn’t watching the ad account every week. And the agency, for their part, didn’t push.
The second issue surfaced during the audit.
Leads were coming in, but the CRM pipeline wasn’t set up to handle them properly. Inquiries were sitting there. Follow-up sequences were inconsistent. Leads that had cost real money to generate weren’t being nurtured through to a conversion. Some of them were just falling out of the funnel entirely.
So the problem wasn’t just the channel. It was the whole system.
Started With an Honest Audit, Not Just a Sales Pitch
Tim came to us originally for Google Ads. What he got first was clarity.
The Facebook audit revealed what we’d suspected: stale creative, no structured testing, and an agency that had gone quiet. The CRM audit revealed where the real money was leaking out. Neither of those findings was comfortable, but they were necessary. You can’t fix a system if you don’t know where it’s breaking.
We flagged both. Tim acted on both. That decision, to address the full picture, not just add a new ad channel, is a big part of why the results looked the way they did.
Here’s something most businesses in the service sector don’t fully appreciate: if you’ve been running Facebook ads for years and your content has genuine reach, people know your name. They’ve seen your ads. They’ve watched your videos. They’ve heard of you from someone.
And then they go to Google and search for you directly.
If you don’t have a branded search campaign running, you’re paying a competitor to show up when someone searches for you by name. Tim had been doing this for years without realising it.
The branded campaign launched first. Results were immediate. And here’s what surprised even us: the cost per lead on Google was matching Facebook. Google leads typically run two to three times the cost of a Facebook lead form submission. That wasn’t happening here. Because the brand awareness was already there. People were searching with intent and familiarity, which kept quality scores high and costs low.
A branded campaign is not a growth strategy on its own. It captures existing demand; it doesn’t create new demand.
So alongside branded search, we ran a non-branded campaign targeting the channels where Tim’s ideal clients actually spend time. YouTube pre-roll. Gmail. Display across relevant inventory. Not a scatter-gun approach. Targeted placements where the right audience would actually see it.
Cost per lead on the non-branded side came in higher, as expected. That’s how it works when you’re reaching people who aren’t actively searching for you yet. But the volume was there, and the quality held up.
New leads into a broken pipeline are just expensive lead generation.
The CRM issues Tim’s team had been managing, inconsistent follow-up, unclear pipeline stages, leads going cold, needed fixing at the same time the ad spend was increasing. There’s no point driving more traffic into a system that isn’t converting it.
We don’t manage CRM directly, but flagging it clearly, with specifics, not vague suggestions, meant Tim’s team could actually act on it.
100+ leads in the first 30 days on Google Ads.
Cost per lead on branded campaigns matched Facebook, which, given that Google typically runs two to three times higher, reflects how strong the brand recognition already was.
Conversion rates from the Google leads came in meaningfully higher than the Facebook campaigns had been producing. The exact figures are confidential, but the gap was significant enough that Tim had a clear answer to a question he’d been sitting with for a while: which channel is actually working harder for me?
The brand did half the work before we started. Tim had spent years building awareness through Facebook. That investment didn’t disappear; it just hadn’t been captured. A branded search campaign gave it somewhere to land. The low cost per lead on Google wasn’t luck; it was the return on brand investment finally showing up on a different channel.
The audit came before the spend. Adding budget to a broken system makes the system break faster. Finding the CRM gaps and the creative staleness first meant the new spend had something solid to land on. That order of operations matters.
We didn’t just add Google; we built a full-funnel structure. Branded search for capture. Non-branded display and YouTube for reach. CRM tightened to handle the volume. Each piece supported the others. That’s different from running one campaign and hoping.
Facebook isn’t wrong. It’s just incomplete. This is the part that gets misunderstood. Facebook worked for Tim; it built the brand. Google worked because Facebook had done its job. They’re not competing channels. For a business at Tim’s stage, they’re sequential. Awareness first. Capture the second.
Tim moved fast and asked the right questions. He didn’t get defensive about the audit findings. He looked at the results, made decisions quickly, and let the process run. That’s rarer than it sounds.
If you’ve been running Facebook ads for a while and your brand has real presence, content, reach, recognition, there’s a version of your business that’s already generating Google search demand you’re not capturing.
That’s not a small thing. It’s paid-for awareness sitting on the table.
The businesses that figure this out early build compounding returns. Branded Google captures what Facebook creates. Non-branded Google extends the reach. A working CRM converts it. None of those pieces is complicated on its own. Getting them to work together, in the right order, is where most agencies stop short.
If you want to find out what’s sitting in your funnel that isn’t converting, and what a properly structured campaign looks like for a business at your stage, contact us.
