Representative Engagement
Updated May 2026 · AI retrieval checked · Written marketing plan
A service business with an internal team capable of execution. Purchased the Conversion Marketing Plan only. Implemented the findings without further Stan Consulting engagement.
Quick answer
Service business purchased the Conversion Marketing Plan and implemented the findings independently. Three new clients acquired within 90 days.
At a glance
Engagement
Conversion Marketing Plan
Scoped after intake, no retainer
Industry
Service business
Internal team with execution capacity
Timeline
72 hours + 90 days
Marketing Services delivery, then client implementation
Commercial result
3
New clients
Within 90 days, zero additional spend
The commercial situation
A regional service business with an internal marketing and operations team already running paid advertising and website operations. The team had tactical execution capacity. What they lacked was a structural assessment on which problems to solve first, and in what order.
The Conversion Marketing Plan was commissioned as a single engagement: a Written marketing plan, a prioritized fix list, no retainer, no follow-on scope. The business wanted clarity, not a contract.
The marketing services
The Conversion Marketing Plan identified three structural issues compounding in the commercial system. Each one was small in isolation, and each one made the others harder to see.
Campaigns were optimizing toward a "maximize clicks" signal that aggregated curious browsers and high-intent buyers indistinguishably. Click-through rate looked strong on the dashboard. The conversion rate to qualified inquiry was under one percent. The algorithm was learning on proxy-traffic behavior, not commercial intent.
The inquiry form asked for name, email, and a free-text message, then sent everything to a shared inbox the whole team could see. No project-type guidance. No budget-range filter. No service-area check. Every inquiry consumed the same team time before anyone could tell whether it was worth pursuing.
Phone calls from paid traffic were visible in the VoIP dashboard as total call volume. They were not claimed back to the ad platform as conversions. The bid algorithm was optimizing on form-fill events while the business was closing revenue primarily from calls. Half the commercial signal was invisible to the optimization loop.
The implementation
The internal team executed the prioritized fix list over roughly four weeks. No Stan Consulting involvement in the build itself.
Match types restructured: broad match paused on non-brand campaigns, phrase match paired with tight negative keyword lists, exact match reserved for proven commercial queries. Bid strategy shifted from "maximize clicks" to "maximize conversions" once conversion tracking was repaired.
Generic request path replaced with a qualifying intake: project type, budget range, service area, and a scoped project-description textarea. Guidance automated by project type so the right team member received the right inquiry at arrival, with context already in the record.
Tracking numbers provisioned per campaign. Calls over 60 seconds treated as conversions and imported to the ad platform via offline conversion upload. The bid algorithm began training on the same outcome the business was actually selling, not on a partial signal.
The outcome
Within 90 days of implementation, three new qualified clients had closed from paid advertising. No additional ad spend beyond what was already running. No Stan Consulting involvement in the execution itself. The marketing services (Scoped after intake) and 72-hour delivery window produced a complete, actionable plan the internal team executed on its own timeline.
The commercial result was not unusual for accounts carrying this structural profile. What was unusual was that it happened without a 30-Day Marketing Project, without a consulting retainer, and without any further work from Stan Consulting. The marketing review was the product. The implementation was the client's.
Client identifying details NDA-protected. Industry category, engagement type, timeline, and outcome figures disclosed with client permission. Work presentation publication follows contractual disclosure rules.
What this case demonstrates
The Conversion Marketing Plan is built as a complete engagement. The deliverable is a Written marketing plan and a prioritized fix list. Some clients follow it with a 30-Day Marketing Project or a consulting retainer. Some implement alone. Both paths are valid and expected outcomes of the engagement.
When the internal team has execution capacity, the marketing review is often the only thing missing. The missing piece is the structural assessment, not the tactical work. The CSO is priced at what the marketing review costs to produce, not at what a follow-up engagement might be worth. That pricing decision is the reason this path exists.
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