Campaign playbooks
Lead generation campaigns, described in full
Each one below is a complete system: who it targets, what it offers, the path a lead travels, how follow-up is automated, and what we measure. We build the tracking and the software behind them, which is why we can tell you which campaign produced which customer.
Search intent capture
Catch people at the moment they are looking for what you sell, and answer the search with a page built for that exact search.
Read the playbookLead magnet and nurture
Trade something genuinely useful for a contact detail, then earn the sale over the following weeks instead of demanding it on day one.
Read the playbookRetargeting and recovery
Most visitors leave without acting. This campaign goes back to the ones who showed real interest, and only those.
Read the playbookLocal service area
Win the areas you actually service, and stop paying for clicks from places you would never drive to.
Read the playbookB2B account targeting
Fewer, better leads. Target the companies and job titles worth winning rather than buying reach.
Read the playbookCustomer reactivation
The cheapest leads you will ever get are the people who already bought from you once. Most businesses never ask them back.
Read the playbookPlaybook 01
Search intent capture
Catch people at the moment they are looking for what you sell, and answer the search with a page built for that exact search.
Who it targets
People typing a buying-intent phrase into Google right now — "emergency plumber", "commercial cleaning quote", "accountant for small business".
The offer
A fast, specific quote or callback. Not a newsletter, not a brochure — the thing they came looking for.
The path a lead travels
Search ad group built per intent phrase, not one catch-all campaign
A dedicated landing page per group, whose headline repeats the search term
A short form — name, contact, one qualifying question
Instant confirmation, then a human call back inside the hour
Follow-up
Automated acknowledgement within seconds by email and SMS, a call attempt within the hour, then two spaced follow-ups before the lead is marked cold.
Playbook 02
Lead magnet and nurture
Trade something genuinely useful for a contact detail, then earn the sale over the following weeks instead of demanding it on day one.
Who it targets
People researching a decision they will make in weeks or months — not ready to buy, but ready to learn.
The offer
A calculator, a checklist, a pricing guide or a template that is useful even if they never buy from you.
The path a lead travels
Social and search ads pointing at the resource, not at a sales page
A landing page that gives the resource immediately, with no sales call gate
Delivery by email, which confirms the address is real
A nurture sequence that teaches first and sells late
Follow-up
A five to seven email journey over three weeks: deliver, explain, address the common objection, show the work, then make one clear offer. Engagement triggers a sales contact; silence triggers a quieter cadence rather than more volume.
Playbook 03
Retargeting and recovery
Most visitors leave without acting. This campaign goes back to the ones who showed real interest, and only those.
Who it targets
People who reached a pricing page, started a form, or abandoned a cart — segmented by how far they got.
The offer
Whatever removes the specific reason they stopped: reassurance, a comparison, a deadline, or help finishing the form.
The path a lead travels
Audiences segmented by depth of visit, never one undifferentiated pool
Different creative per segment — a cart abandoner and a blog reader are not the same person
Frequency capped, with a hard exit once someone converts
Abandoned-form recovery by email and SMS where consent exists
Follow-up
Cart and form recovery within the hour, then at twenty-four hours, then stop. Three attempts is help; a fourth is harassment, and it costs you the unsubscribe.
Playbook 04
Local service area
Win the areas you actually service, and stop paying for clicks from places you would never drive to.
Who it targets
People searching within a defined radius, plus map and local-pack traffic in the same area.
The offer
Local availability and a straight answer on turnaround — the two things local searchers are really asking.
The path a lead travels
Google Business Profile properly completed and actively maintained
Tight geographic targeting with exclusions for areas you do not serve
A page per service area with content that is genuinely about that area
Call tracking, because local leads phone rather than fill in forms
Follow-up
Missed-call text-back automatically, appointment confirmations and reminders by SMS, and a review request after the job is complete.
Playbook 05
B2B account targeting
Fewer, better leads. Target the companies and job titles worth winning rather than buying reach.
Who it targets
Named job titles inside a defined list of industries and company sizes — reached on LinkedIn and search, not broadcast.
The offer
A specific diagnostic: an audit, a teardown, a benchmark. Something that demonstrates competence before any pitch.
The path a lead travels
LinkedIn targeting by role, industry and company size
Search coverage for the problem phrases those roles actually type
A landing page written for a buyer who has to justify the spend internally
A calendar booking rather than a contact form, wherever the sale supports it
Follow-up
Same-day acknowledgement, the diagnostic delivered when promised, then a structured sequence that assumes multiple people are involved in the decision.
Playbook 06
Customer reactivation
The cheapest leads you will ever get are the people who already bought from you once. Most businesses never ask them back.
Who it targets
Past customers segmented by what they bought and how long ago — with consent verified before anything sends.
The offer
A reason to return that fits their history: the service due again, the product they are about to run out of, or the thing that pairs with what they already own.
The path a lead travels
List cleaned, consent confirmed, and anyone who opted out permanently excluded
Segments built from purchase history rather than one blast to everyone
Email as the primary channel, SMS only for genuinely time-sensitive messages
A path straight back to purchase — no forcing them through the whole site
Follow-up
One message, one reminder, then stop for that cycle. Reactivation works on relevance and restraint; volume just burns a list you cannot rebuild.
Why ours are different
We build the tracking, so the reporting is not guesswork
Most agencies run campaigns on top of whatever measurement already exists, and report on what that setup happens to capture. We write the landing pages, the forms, the lead store and the dashboard — so attribution is a property of the system rather than an estimate.
Landing pages are built, not templated
Each campaign gets a page written for its specific promise, on our own PHP stack. No builder bloat slowing down the thing you are paying to send traffic to.
Leads land in a database you own
Every enquiry is stored with its source, campaign and status. Exportable, queryable, yours — not locked inside an agency dashboard.
Tracking verified before spend scales
Conversions are tested against real submissions end to end. We do not scale budget on numbers we have not proven.
Speed to first response is engineered
Automated acknowledgement fires in seconds, because the hour after an enquiry is when it is still winnable.
Consent handled properly
Email and SMS follow-up runs to NZ law — real consent records, clear identification, working unsubscribes. That is a build requirement, not a disclaimer.
Reported in money, not impressions
Cost per qualified lead and cost per customer. If a campaign cannot be tied to revenue, we say so rather than decorating the slide.
Start a campaign
Tell us what a customer is worth to you
That single number decides which of these campaigns makes sense, and what you can afford to pay for a lead. Everything else follows from it.