PHENIX Investigations

Establishing Accurate Reporting & Optimizing Ad Campaigns

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PHENIX Investigations is a top national private investigation firm that sought Arrows Up's expertise in tracking and optimizing their Google Ads campaigns. The company faced challenges in determining their return on investment (ROI) and were not confident in the campaign structure set up by a Google Ads representative.

Challenge:

  • Difficulty tracking ROI from Google Ads campaigns.
  • Primary conversion goals were limited to leads (phone calls and scheduled consultation forms).
  • A Performance Max campaign was running based on Google's recommendation, but results were unclear.
  • No visibility into how many leads turned into paying customers or their subsequent value.

Arrows Up's Approach

Our process for paid advertising projects always begins with a deep dive into the available data. For PHENIX, we examined:

  • Ad Performance Data

    Google Ads account to assess existing campaigns and conversion tracking.

  • Sales & Revenue Data

    HubSpot CRM to map the lead journey and revenue attribution.

Launching a Data-Driven Search Campaign

Instead of continuing with the Performance Max campaign, we launched a new, tightly structured Search Campaign focused on high-intent keywords. To support the campaign:

  • We built dedicated landing pages tailored to each ad group for a seamless user experience.
  • Implemented advanced web and call tracking to identify the exact source of each lead.
  • Merged this data with HubSpot CRM to track leads from initial inquiry to closed customer.

Results After 30 Days:

Return on Ad Spend (ROAS)

(Given PHENIX's long-term client value, this was a significant win.)

Introducing Sales Qualified Leads (SQLs) as a Primary Optimization

After validating initial success, we moved beyond simple lead tracking. We:

  • Mapped the sales process in HubSpot to define when a lead became an SQL.
  • Sent SQL conversions back to Google Ads to refine optimization.
  • Launched an A/B test:

50% of the budget optimized for "leads."

50% of the budget optimized for SQLs.

Findings After 30 Days:

$66 Cost per SQL in lead-based optimization.

$43 Cost per SQL in SQL-based optimization.

Result: 28% lower cost per customer acquisition.

Key Takeaways:

  1. Accurate data is the foundation - by integrating Google Ads and HubSpot, we could track marketing dollars to revenue.
  2. Testing drives smarter decisions - proving that optimizing further down the funnel reduces cost per acquisition.
  3. Iterative improvements fuel growth - with validated ROI, PHENIX could confidently increase ad spend and scale campaigns further.

Conclusion:

By following our structured process: measure, prove success, explore, extract - PHENIX Investigations transitioned from uncertainty to a data-backed, high-ROI advertising strategy. With a reduced cost per SQL and a clear path to improving customer acquisition, PHENIX was able to expand their ad efforts and maximize returns with confidence.