LDP

Prime

Apply now
Case Study — Execu-Move

A flood of applications, and almost nobody booking a move.

Two episodes with the same account. What happened when they asked us to scale the wrong thing, and what happened when we fixed the form instead of the budget.

Talk to Us About Your Numbers Back to Case Studies

The volume trap

They asked for more leads. We said what would happen.

It is the shortest lesson on this site, because it only took five days.

What they asked for

More leads. Raise the budget and switch the volume campaigns back on — the ones that had always brought quantity rather than quality. We flagged the call before we made it.

What five days showed

Lead quality fell, the sales team was buried in enquiries that went nowhere, and there was not one extra sale at the end of it.

Scaling only works on a foundation that is already working. Scaling the wrong lever does not fail slowly. It fails inside a week.

What was actually coming through the form

In the removals trade, being seen is easy. Being booked is not.

Ads brought volume. The form collected it. Almost none of it was somebody moving house.

  • Everything the enquiry form collectedAll of it
  • People looking for a job, not a moveMost of it
  • Ended in an invoice10–15%

Somebody had to read every one of those by hand before the sales team could quote anything. That was the real cost, and it never appeared on an invoice.

What we changed

Three changes, none of them a bigger budget

The form stopped inviting the wrong people. The questions, the wording around them and the signals sent back to the ad platforms were all rebuilt around one thing: is this person moving house. Somebody looking for work now hits a door that says so.

The data loop was closed. Until then nothing tied a booked job back to the thing that produced it. Once it did, we could see which regions, which searches and which adverts produced the jobs that actually paid, and move the money there.

The website stopped leaking. Low-intent traffic had been bottlenecking the quoting system while the enquiries worth having slipped past it. That got fixed without adding a rand of spend.

The result

One number, and it is the only one that matters

10–15%of Google leads ended in an invoice
Extra spend requiredNone
Manual filtering of enquiriesDown to zero
What the sales team now doesQuote and schedule moves

Execu‑Move is still a client and this work is still running. We are part‑way through a further round of changes, so more figures will be added here once they have settled.

The lesson

Why chase more leads if you cannot do anything with them?

Fewer enquiries that actually convert beats a bigger number every time. True growth is not more clicks. It is the right clicks.

Also featured on

Built to Scale tells the volume-trap half as a warning. Real Strategy references the turnaround. This page is both, in order.

Ready to Fix the Form Before the Budget?

15 minutes, no obligation. Tell us where you are, and we will tell you honestly whether this is a fit.

Get Your Growth Blueprint

See All Our Case Studies  |  See the full Revenue Engineering approach →