Case Studies

Four clients, four metrics, each measured the way it was actually measured in the account.

Every example shows the number that was really tracked there, and what that number does not show. Where the reports carried no revenue, there is no ROAS. Where the client states her numbers herself, you read her quote and not my arithmetic. And on all four accounts the same person did the work, me.

Up front

Three of the four examples come from coaching and consulting, one from e-commerce. Today I build for companies of ten to two hundred people, and I would rather say that here than have you find out on the call. The tracking, the testing and the person on the account are the same in all four.

In full · Tracked from the ad to the sale

Anne Jansson: From EUR 3.59 leads that don't buy to EUR 20 leads that close in 5 days.

Health business coach · Instagram marketing for health coaches

Two years of lead magnets that looked cheap in the dashboard and did not sell, one of those years, 2023, with me on the account. In the first quarter of 2024 the ads went off, interviews with her best customers, the message in their words, and only then ad budget again. Cost per lead rose on purpose from EUR 3.59 to EUR 20, and the quarter closed at 407% ROAS, every sale traced back to the ad click.

407% ROAS

First quarter after the No Guesswork Growth Protocol, 2024

5 days

Sales cycle from webinar to close

EUR 20 CPL

that closes, instead of EUR 3.59 that did not

Read the full case study →

01 The other three

Three markets, three metrics. The same work on the account.

bellicon: Seven years of Meta ads in five countries, every order traced back to the ad.

E-commerce · Germany, Austria, Switzerland, France, the Netherlands

Cost per order

the metric the campaigns were measured against

5 countries

own campaigns and own cost per order per market

2016 to 2022, at a time when the industry was still arguing about the price of a click, while I ran separate campaigns in each of the five countries and traced every order back to the ad through the Meta pixel. The reports of those years carried orders, not revenue. So what you see here is a cost per order and no ROAS.

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Andrea Randt: Seven years working together, two seven-figure businesses, in her own words partly my doing.

Business mentor · EUR 4K to EUR 15K coaching offers

7 years

working together, 2019 to 2025

2 businesses

seven-figure, in her own words partly my doing

"I get a report every week ... total transparency in the numbers, and in a way that anyone understands who is not that into numbers." (her words, translated) Andrea states her numbers herself, in her video. That is why you read her quote here and no arithmetic of mine.

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Renée Schäfer: From 30 years of referrals to a CHF 1.5M contract.

Executive coach · leaders in corporations and public companies

CHF 1.5M

A contract with a Swiss municipal utility, one-off

~500

managers in scope

Signed two months after completing the No Guesswork Growth Protocol. A decision-maker who had already reviewed several coaching offers said: "The first time I've seen an offer this clear." Clarity in the offer was the work here, not an ad.

Read the story →

02 How to read a case study

Four questions to ask of every case study, mine included.

Agency case studies all look the same: a big number and a logo, with a sentence containing "growth" underneath. The four questions below separate a tracked number from a told one. You can ask them without any expertise, and you should ask them on the discovery call, of me as of anyone else.

Which number was measured?

Cost per order, ROAS, contract value, cost per lead. Each says something different, and a case study that does not say which one it is says nothing. Above, it is the first line of every example.

How far was it tracked?

To the click, to the lead, or to the order? A ROAS is only a ROAS when the revenue comes from the account and not from an estimate. At bellicon the reports carried no revenue, so none is shown.

Who was on the ad account?

The person from the pitch, or a junior with fourteen other accounts? In all four examples above: me, from the first day to the last.

What does the number not show?

Anne: ratios, no ad budget and no revenue. Andrea: her statement, no ROAS from my arithmetic. Renée: a one-off contract, no annual value. bellicon: orders, no revenue. A case study that does not name this limit usually has one anyway.

How I work →

03 Your move

Bring your latest report. On the discovery call we run the four questions against your own numbers.

Up to 45 minutes. We qualify fit, and afterwards you know which of your numbers is tracked to the sale and which is not, even if you then hire someone else.

Book a Discovery Call → Read about campaign management Read about positioning