CASE STUDYNot more marketing. Better marketing.
A full digital audit, then hands-on Google Ads, tracking and reporting for a UK sports facility consultancy.
EcoSport Innovations designs and project-manages sustainable sports facilities across the UK and Ireland, from feasibility and funding to build and aftercare. Sport without the footprint.
CLIENT
EcoSport Innovations
SECTOR
Sports facility consultancy
MARKET
UK and Ireland
SERVICES
Audit, Google Ads, tracking, dashboards
STATUS
Ongoing
THE CHALLENGEEcoSport had all the right pieces in place: a website, Google Ads and analytics. They just wanted honest answers to two questions: is what we're doing actually working, and how do we make it better?
THE APPROACHI audited every part of their digital setup, from the ads account and search terms to analytics, tracking and how Google sees the website. What I found was a solid foundation that wasn't pulling its weight. So instead of a long list of fixes, my advice was simple:
Don't rebuild it. Make it work harder.
Better marketing, backed by better data. That meant fixing what mattered first, and being honest about what could wait.
THE WORKThe same audit, told three ways: the detail, the plain-English version and the plan.
Under the hood
The technical findings: nine areas of their setup, checked in detail.
The big picture
The same findings in plain English, for the people running the business.
The game plan
A prioritised roadmap, split into now, next and later, plus a list of what not to do.
Enquiries weren't being tracked
Google Ads was optimising for conversions it couldn't reliably see.
Most of the site was invisible to Google
Including the Services page, the most important page on the site.
WHAT I FOUNDFix the foundations
Enquiry tracking, key pages in Google, sharper search terms.
Improve what's working
A focused landing page, stronger internal links, and an eye on organic growth.
Scale when the data says so
A broader SEO strategy and a bigger ads account.
The ads were finding the right people, and some wrong ones
Real buyers searching for pitch consultants.
Organic visitors were the most engaged
A small audience, but a quietly valuable one.
THE GAME PLANNEXT
LATER
NOW
All the right players. Just no game plan.
FROM PLAN TO ACTIONThe audit didn't end with a report. EcoSport asked me to put the game plan into action, so last month I took over their Google Ads, starting with the foundations.
Enquiry tracking, fixed
Every completed enquiry is now recorded, so Google knows what a good lead looks like.
Custom tracking code
Snippets of code to capture the actions that matter, not just page views.
Sharper keywords
Less budget spent on people casually browsing, more on people hiring consultants.
Reporting dashboards
A clear view of what's working, without digging through Google Ads.
The audit didn't end with a report. EcoSport asked me to put the game plan into action, so last month I took over their Google Ads, starting with the foundations.
Sometimes, the goal isn’t more clicks it’s the right ones.
We Are Batch
The goal isn't more clicks. It's the right ones.
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