Representative Engagement
A service business with an internal team capable of execution. Purchased the Conversion Second Opinion only. Implemented the findings without further Stan Consulting engagement.
At a glance
Engagement
Conversion Second Opinion
$999 one-time, no retainer
Industry
Service business
Internal team with execution capacity
Timeline
72 hours + 90 days
Diagnostic 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 read on which problems to solve first, and in what order.
The $999 Conversion Second Opinion was commissioned as a single engagement: a written diagnosis, a prioritized fix list, no retainer, no follow-on scope. The business wanted clarity, not a contract.
The diagnostic
The Conversion Second Opinion 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 routed everything to a shared inbox the whole team could see. No project-type routing. 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 reported 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 contact form replaced with a qualifying intake: project type, budget range, service area, and a scoped project-description textarea. Routing 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 $999 diagnostic 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 Revenue Sprint, without a consulting retainer, and without any further work from Stan Consulting. The diagnostic 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. Case study publication follows contractual disclosure rules.
What this case demonstrates
The Conversion Second Opinion is built as a complete engagement. The deliverable is a written diagnosis and a prioritized fix list. Some clients follow it with a Revenue Sprint 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 diagnostic is often the only thing missing. The structural read is the bottleneck, not the tactical work. The CSO is priced at what the diagnosis 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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$999 · 72-hour written diagnostic · No retainer structure
Commission the Diagnosis