Fewer wasted clicks. More measured leads.
Hallmark’s old advertising bought plenty of traffic but little accountable demand. We rebuilt the website journeys, conversion definitions and campaign structure around actual enquiries.
The problem
Traffic volume was hiding poor efficiency.
Legacy Search and Performance Max campaigns generated tens of thousands of impressions and cheap clicks, but very few measured leads. Page views and soft calculator activity also blurred the conversion picture.
What changed
Tracking first, then campaign decisions.
- Rebuilt quote, contact and calculator lead routes
- Separated primary enquiries from secondary activity
- Removed wasteful legacy Search and Performance Max activity
- Added tightly targeted Search, brand protection and Local Services
- Fixed ad destinations and consolidated canonical/www signals
- Added weekly search-term pruning and measured reporting
Measured result
Paid conversions rose while spend fell.
In the 30 days ending 9 August 2026, Google reported 33 paid conversions at £17.87 each. In May–June it reported 19 at £54.78 each. That is a 74% increase in paid conversions, a 43% fall in spend and a 67% reduction in cost per conversion.
The website recorded 31 submissions from 25 distinct contacts. Organic Google clicks recovered to 91 from 34 in the previous period.
These are lead and action metrics, not booked-job revenue. Paid form conversions overlap with website submissions, phone taps do not prove connected calls, and job outcomes still need recording before ROAS can be reported honestly.
PROPER