executive snapshot

  • Client: Nail Salon Franchise

  • Industry: Wellness & Beauty

  • Service Provided: Full-funnel Google Ads & Meta Ads Strategy + CRM Consolidation + Email Workflow Optimization

  •  Main Objective: Launch a scalable lead gen engine to attract financially-qualified franchise candidates through inbound marketing strategies.

results

  • CPA as low as $48.45 on best campaign

     

  • 5x increase in monthly lead volume by Month 4

     

  • Lead quality improved after CRM consolidation (HubSpot), lead qualification and email conversion rate up to 8.89% from nurtures and revived cold leads

Zero Conversion History

No prior performance data; optimization had to start from scratch. 

Disjointed CRM Data

HubSpot, Salesforce, and Salesloft used simultaneously — inconsistent tracking and attribution.

Fragmented Buyer Journey

Cold leads were dormant; new leads had a long decision cycle.

Creative Asset Gaps

Needed to build while scaling (common in franchise expansion)

No Lead Nurture Strategy

Sought a solution to nurture older leads on a slower, lower-pressure cadence to remain top of mind to keep leads warm.

a month by month snapshot

Focus Area: Foundation & Access

Highlights: Account permissions, CRM audits, marketing assets review

Focus Area: Core Campaign Launch
Highlights: Branded + competitor campaigns, core keywords, custom audiences, franchise remarketing, launched slow drip campaign

Focus Area: Conversion Signals & Creative Testing
Highlights: Offline CRM imports, micro-conversion tagging, sitelink & ad extension expansion

Focus Area: Scaling Demand Gen
Highlights: Display & YouTube push, segmented Demand Gen, lookalikes, launched broker promotion campaign

Focus Area: Optimization & Refinement

Highlights: Budget increase, campaign pruning, geo/demographic targeting tightened

Focus Area: Full-Funnel Asset Alignment
Highlights: Conversion signal enhancement, creative refresh, budget tapering

Franchise Lead Generation: Marketing Channel Performance Insights

Franchise lead generation is fueled by the right mix of marketing channels. In this case, Paid Search dominated with 47.4% of total traffic, while Paid Social and Direct Traffic played key roles in capturing high-quality leads supporting a full funnel strategy.

Lowering Franchise CPA with Paid Search, Paid Social & Full Funnel Strategy

Using 1st-party offline conversion data, we optimized paid search and paid social campaigns to consistently reduce CPA and generate more qualified franchise leads.

  • CRM Clarity: Unifying data in HubSpot unlocked better attribution and retargeting as well as exclusion lists and better understanding of lead quality.
  • Offline Conversion Imports: Utilizing direct CRM integration to import conversions and have ad platforms algorithm optimize with accurate first party data. 
  • Segmented Funnels: High-intent (search), nurture (email), and awareness (display, demand gen, performance max) efforts worked in tandem.
  • Aggressive Optimization: Constantly reviewing search terms, audience performance and placements to exclude irrelevant audiences and allocate budget strategically.
  • Agile Budgeting: Scaling up in peak months and reducing in lower intent periods allowed for cost efficiency.
  • Focus on Quality: With lead feedback loops, we were able to understand the quality of each lead and remove any noise/spam leads to maintain a powerful CRM integrity, tracking sales qualified leads and opportunities instead of basic lead inquiries.
  • Lead Management: With automated systems and sales feedback loops, leads were nurtured appropriately, securing the info they needed to make an informed decision.
  • Fractional CMO Strategy: Nimble, C-suite-level strategy with scrappy execution.

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