The Challenge
Atomic Marketing, a UK-based agency, had previously achieved outstanding results for a luxury garden office supplier, with Q1 earnings reaching approximately £100,000. However, the subsequent nine months saw stagnating sales, leading the client to consider switching agencies. The challenge was to analyze what had worked in Q1, identify changes in the following quarters, and strategize to replicate earlier success.
“WhatConverts let us stop optimizing for lead volume or cost per lead because we had the tools to understand what produces a better quality of lead.”
The Solution
Atomic Marketing utilized WhatConverts to:
- Analyze lead data across campaigns, focusing on lead quality and conversion rates.
- Identify that a previously paused showroom tour campaign, despite higher CPL (£150–£300), generated higher-value leads.
- Collaborate with the client to qualify and value leads within WhatConverts, enabling clear attribution of revenue to specific campaigns.
This approach allowed the agency to demonstrate that the showroom tour campaign, though costlier per lead, resulted in a higher close rate and greater revenue.
“Using WhatConverts, we have that ability to show [clients] the return, what’s working, and what’s not working as well. With that data, we can do less of what’s not working and allocate more of the budget into what’s actually producing results.”
The Results
By reinstating the showroom tour campaign:
- Achieved a 2,567% ROAS, nearly double that of other campaigns.
- Increased the lead-to-quotable rate by over 20%.
- Improved the close rate to 70% for showroom leads, compared to 30% for other campaigns.
This data-driven strategy not only retained the client but also reinforced the value of prioritizing lead quality over volume.
“Since re-implementing the strategy back to Q1, we’ve been able to get a much higher lead to quotable rate than before, increased by 20% or more. And now the client has a much better understanding of what’s going on so there’s no confusion about what’s working and what isn’t."
Why It Matters
Focusing on lead quality and accurate attribution can uncover high-performing strategies, even among campaigns previously deemed too costly.
