Google & Meta Ads Optimised for Closed Deals

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Google and Meta optimise your campaigns automatically. The only question is what for. I make sure it’s real deals, not form fills.

For businesses that sell through enquiries. In mortgages and protection, recruitment, training or clinics, the step that pays comes after the form. A case completes, a candidate starts, a learner enrols, a patient turns up. Google and Meta don’t see that, so they often buy the cheapest leads instead of the best ones.

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What this looks like

A worked example, not client data.

Campaign A

£6,000 budget, 150 leads

£40 per lead

£500

per closed deal, 12 paying customers

Campaign B

£6,000 budget, 75 leads

£80 per lead

£300

per closed deal, 20 paying customers

On cost per lead, A looks twice as good. On what actually makes money, B is 40% cheaper. Optimise for form fills and you back A.

Results from past projects

Corporate Workwear

−73%

Cost per enquiry for a B2B workwear supplier, in the first full month compared with the previous year’s average. Before, the tracking counted page views as enquiries.

Product Career Accelerator

$646,000 of revenue traced back to its channel

For a career-training provider, from 2,870 applications through 1,581 calls to 109 enrolments. For the first time it was clear which channels brought enrolments, not just applications.

Zoro Tools

CPA down 30% with customer-value bidding

Bidding moved to predicted customer value, by category and device. At the same time, the share of new-customer orders went up.

What I do for you

Starting point

Campaign and data audit

In two weeks you see what your campaigns optimise for today, what a real deal costs per channel and where budget leaks. Fixed price.

Ongoing

Strategy and campaign management

I run your Google and Meta campaigns on closed deals instead of form fills, with clean conversion signals and a monthly report that shows what pays.

Foundation

Reporting and data foundation

Reporting that joins ad spend, CRM and closed deals automatically. Built once, then maintained.

If an off-the-shelf tool already solves your problem, I’ll tell you.

Who it’s for

Mortgages, protection and insurance

Brokers and networks where revenue only arrives when a mortgage completes or a policy goes on risk, some policies lapse within the clawback period, and you need to know where every lead came from.

Recruitment and staffing

Agencies that are paid for placements, not applications.

Training providers

Apprenticeship, bootcamp and course providers paid on starts, completions or enrolments, not enquiries.

Clinics and B2B services

Clinics where an enquiry has to become an attended appointment, and B2B firms with a call or proposal between enquiry and revenue.

It works best from around 50 enquiries a month. Below that, even the earlier stages, like calls and appointments, are too thin for Google and Meta to learn from, and I’ll say so on the call.

Why me

Most ad accounts aren’t badly managed. They’re fed the wrong data.

At Corporate Workwear, the tracking counted page views as enquiries. At Product Career Accelerator, nobody could tell which LinkedIn post led to enrolments and which only to applications. For a sewing-machine retailer, I estimated the margin on every product, so it was clear what actually made a profit and not just revenue.

I do this data work myself, in SQL and Python, not through an account team. Before that I spent eight years in London, including at Mindshare, MediaCom and Publicis. Today I work from Berlin, in English and German.

Alex Gilburg