The challenge
Lumen Studio's work drew attention, but its pipeline came almost entirely from the founder's network and past-client referrals, so gaps in the schedule went unfilled. Earlier paid campaigns sent traffic straight to the homepage, where the audience was broad and the page did not continue the ad's promise.
The studio held no content assets, so every new enquiry had to be bought again at full price.
- Strong portfolio with no enquiry conversion path
- Ads pointed at the homepage, mismatching the offer
- No content assets, so spend did not compound
- Low-intent leads slowed sales follow-up
What we built
The campaign was rebuilt around the studio's three strongest services. Each service now has its own landing page that continues the ad's promise and states the next step plainly.
A content system was built on project breakdowns — published work explained through the business problem it solved — which feeds both search and social channels.
Paid media moved to tighter audiences and remarketing, with form automation screening leads before they reach the team.
- One landing page per service, matched to each ad
- Project-breakdown content feeding SEO and social
- Tighter audiences and remarketing on high-intent users
- Automated lead screening in the enquiry forms
The result
Over the first three months, cost per qualified lead fell 40% while total lead volume held.
Enquiries arriving from organic traffic rose 63% as the content system began compounding, reducing dependence on paid spend.
Schedule gaps are now filled from a steadier inbound flow, and the team publishes new breakdowns as a standing habit.
What the campaign measured
Lead cost was reported per service line, not blended across the account, so spend could be moved toward the services that filled the schedule at the lowest cost.
Enquiry quality was tracked separately from enquiry volume. A form that produces more unqualified leads is not an improvement, and the studio reported both figures each month.
After handover
Lumen Studio runs the campaign in-house. Handover covered the account structure, the landing page templates, the written keyword exclusions and the monthly reporting template.
The studio reviews the account quarterly and rebuilds the landing pages when a service line changes.
