Case Study
V4 Vending
Connecting marketing, sales and CRM so every marketing decision could be backed by real data.
12-month partnership
The Background
When we first started working with V4, Google Ads wasn't the biggest problem
Leads were coming in, enquiries were being passed to the sales team and the account looked healthy enough from the outside.
The problem was what happened after someone became a lead.
Marketing could tell you how many conversions had been generated, but nobody could confidently say which campaigns were producing genuine opportunities or customers. The CRM wasn't being used consistently, sales data wasn't feeding back into marketing and every monthly conversation came back to the same question.
Is Google actually generating good business?
Nobody had a clear answer.
The Challenge
We couldn't improve the account until we trusted the data
It would've been easy to start rewriting ads or changing bidding strategies but that wasn't going to solve the real problem.
Good leads and poor leads were all being reported in exactly the same way. Some opportunities were updated in the CRM, others weren't and revenue wasn't being matched back to Google Ads. That meant every optimisation was based on lead volume rather than commercial performance.
At the same time, paid traffic was being sent to a website built for every service V4 offered. Somebody searching for office coffee machines landed on a website talking about coffee, water, vending, micro markets and everything else. There was too much for people to think about.
Before we could scale anything, we needed better visibility and a better experience for the people clicking the ads.
What Changed
The CRM Had To Come First
In the first few weeks we spent time understanding how leads moved through the business.
We worked with the team to improve how opportunities were tracked inside the CRM, making it much easier to understand which enquiries became quotes, which became customers and which campaigns were driving them. Once that information became reliable, Google Ads finally had something useful to learn from.
We Rebuilt The Journey From Search To Enquiry
The website was generating enquiries, but too many of them were poor quality and coming through WhatsApp with very little context.
The issue wasn't simply that the website had too much information. It wasn't doing enough to explain how V4's service worked, who it was for or what someone should expect after getting in touch. The messaging also wasn't speaking directly to the person searching, so there was no clear journey from the keyword they typed into Google to the page they landed on.
We built dedicated landing pages around the intent behind those searches. The messaging matched what the user was looking for, explained the service more clearly and guided them towards a more structured enquiry rather than an unqualified WhatsApp message.
That gave users a much clearer path from search to enquiry and helped the landing page reach a 6.67% conversion rate.
We Started Optimising For Customers, Not Just Leads
Once the CRM and landing pages were in place, the conversations changed.
Instead of asking which campaigns generated the most enquiries, we started asking which campaigns generated the best customers.
That changed how budgets were allocated, which keywords we invested in and where future testing was focused. We also introduced email marketing to help V4 stay in touch with existing customers, creating another channel that supported long-term growth rather than relying entirely on paid media.
Timeline
How we got there
- Audited Google Ads and CRM
- Improved CRM reporting
- Built dedicated landing pages
- Introduced lead quality reporting
- Refined Google Ads targeting
- Improved landing page conversion rate
- Optimised campaigns using CRM data
- Increased qualified lead volume
- Introduced email marketing
- Continued landing page testing
- Expanded reporting dashboards
- Optimised towards pipeline and revenue
Showcase
The work behind the numbers
A look at the campaigns, landing pages and emails that turned better data into measurable growth.
The Results
The conversations inside the business are completely different today
Nobody is asking how many leads Google has generated.
They're asking which campaigns are creating opportunities, which services are generating the strongest pipeline and where the next investment should go.
That's exactly where we wanted the account to be.
Today, paid media has generated more than £960,000 in tracked sales pipeline, qualified lead volume has increased by 133%, the landing pages convert at 6.67% and Google Ads delivers a 29x return on ad spend based on closed-won revenue.
The biggest win isn't the ROAS.
It's that the business now has complete confidence in where its growth is coming from.
Client Testimonial
We have been working with Zender Media for the last 12 months. My first impressions were "what a talented group of individuals". My initial thoughts were indeed correct.
We use their services for both Google Ads and email marketing. They have made a huge difference in both the quality and quantity of leads we receive and have helped us integrate our CRM to manage these leads efficiently and effectively, alongside running email marketing campaigns.
I believe the biggest difference in Zender Media to other agencies is that they take the time to know and understand your business as if it's their own. This helps them refine and target lead generation tools to produce amazing quality leads.
They are a passionate team with outstanding knowledge of their industry. They are an absolute pleasure to work with.
I cannot recommend highly enough!
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