Picture this: You’re an organisation taking your first steps into the world of digital marketing. You’ve launched your Google Ads, invested in SEO, and boosted posts on social media. But sales haven’t budged.
If that sounds familiar, you’re not alone.
It’s a story we hear often from business owners. The marketing activity is there, but the returns aren’t.
The problem? Too much emphasis on vanity metrics (clicks, likes, impressions, etc.) and not enough on the metric that matters: revenue.
The real issue: Marketing and sales aren’t aligned
Digital marketing does work, but only when it’s directly connected to business outcomes.
Unfortunately, many businesses treat marketing as a cost, not an investment. Why? Because they lack the tools and strategy to track performance beyond surface-level stats. That disconnect means they’re making decisions in the dark.
Let’s take Bestwest as an example — a Perth, family-run business offering pest control and building inspection services. Great service, loyal customers, but no clear view of which marketing activities were working. Initially, they thought they needed more leads. In reality, they needed visibility before scaling up.
That all changed when we helped them connect the dots between marketing spend and actual revenue. By implementing a CRM and linking campaign data to sales outcomes, Bestwest saw an 88% increase in revenue year-on-year. Here’s what we did — and how you can do the same.
The solution: Bridge the divide
1. Track every sale back to its source with a CRM
If you don’t know which campaigns are generating revenue, you’re guessing. A well-integrated CRM gives you the clarity to stop wasting budget — and double down on what works.
We helped Bestwest connect their website, digital campaigns, and CRM. The impact was immediate: they could now see which ads, keywords, and channels were converting into paying customers.
For example:
- A term like “pest inspection Perth” might attract leads, but not conversions
- Whereas “pest control prices” had a higher close rate
Armed with that insight, Bestwest reallocated their spend to what was actually delivering results.
2. Optimise for revenue, not just leads
Lead volume looks good on paper, but it doesn’t mean much if those leads aren’t converting. Many agencies stop at reporting MQLs (marketing-qualified leads). But real ROI only comes from tracking leads all the way to sale.
With Bestwest, we used CRM data to identify which leads became paying customers. Then we adjusted their Google Ads strategy to focus on campaigns and audiences that consistently brought in high-value clients.
The result? Fewer tyre-kickers, less wasted spend, and better profitability.
3. Nurture leads automatically and close more sales
Generating leads is step one. But if you don’t follow up, most will slip through the cracks.
That’s where lead nurturing comes in; using smart automation to stay in touch and guide potential customers toward taking action.
For Bestwest, we set up an automated email sequence that followed up with prospects who didn’t book immediately. These emails addressed objections, shared helpful tips, and encouraged action, all without the team needing to manually follow up.
With this system in place, they started converting more leads from the same traffic. No extra ad spend. No extra workload.
The takeaway: Connect your marketing to revenue (or risk falling behind)
Running digital campaigns without sales visibility is like pouring water into a leaky bucket; wasteful and messy.
Rather than just spending and hoping, our team of digital marketing experts can help you align your marketing spend with revenue generation through data-backed strategies.
Contact our team for a chat today.