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137% more quality leads without extra spend for a global health and benefits consultancy

A global health and benefits consulting  company partnered with 7DOTS to improve the efficiency and impact of their paid media activity across the US and Canada. Tasked with increasing Quality Leads under tighter budget conditions, we restructured campaigns, applied smart bidding, and introduced data-led optimisations which resulted in a significant uplift in performance.

health and benefits consultancy hero img 1
+137%

quality leads

+484%

conversion rate

-65%

cost per lead

The Problem

Operating in more than 40 countries, this global consultancy is a market leader in advisory services spanning health, wealth, and career. Growth plans for their North American business lines meant they needed a performance strategy that could scale effectively and deliver results that mattered.

The paid media campaigns running across the US and Canada were bringing in traffic, but the quality of leads was inconsistent. The account was set to a Maximise Clicks bid strategy, favouring volume over value. As budgets tightened ahead of Q2 and internal teams pushed for greater ROI, it became clear the current setup needed a rethink. The challenge was to restructure and refocus paid activity to drive meaningful, measurable commercial results.

The Solution

We led a complete account restructure to shift the focus from traffic volume to business outcomes. The central change was moving from Maximise Clicks to Maximise Conversions, enabling Google’s smart bidding to better leverage historical data.

Alongside that, we:

  • Paused underperforming keywords and ad groups to redirect spend
  • Reviewed budget allocation monthly by platform and campaign
  • Introduced negative keywords to reduce low-quality traffic and spam
  • Adapted the approach based on what the data showed, not assumptions

This approach enabled tighter control, more relevant traffic, and better return on spend.

Metrics that Matter

  • +137% Quality Leads
  • +106% Total Leads
  • +484% Conversion Rate
  • –29% Total Cost
  • –65% Cost per Lead
  • –70% Cost per Quality Lead
  • +13% Share of Quality Leads
  • 2110% ROI ($99k spend, £1.53m sales revenue*)
*Due to sales lifecycle, this figure is based on suggestive modelling with benchmark figures.

 

The Outcome

The restructured strategy delivered results across all key metrics. Quality Leads more than doubled, with a dramatic drop in acquisition cost. The campaign’s conversion rate improved nearly five-fold, while overall media spend fell by almost a third. These results demonstrated the commercial value of smart bidding, combined with agile, insight-led optimisation.

Beyond the numbers, the project built confidence in a new way of working. Enabling more responsive, data-driven decision-making. The success of this work has since led to extended collaboration across other geographies and business areas.

This campaign showed what’s possible when paid media is properly aligned with business goals. We didn’t increase budget, we just made it work harder. For any business questioning the value of their current activity, the answer isn’t always more spend. It’s a structure that aligns with the data, smarter bidding, and constant optimisation.
Chris Davenport-Smith

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