I'd rather show you what real clients say than throw invented stats at you. Here's a couple of honest ones.
As recommended by people at
Beans Coffee Club is a UK speciality coffee retailer, selling roasts from UK roasters on a one-off or subscription basis.
When I took over the account, CPA was running at more than double what the client wanted to pay. Spend had drifted toward one-off purchases rather than subscriptions — even though subscriptions are where the profitability actually is. Membership benefits existed but weren't being communicated in the ads at all.
I rebuilt the messaging around two genuinely different audiences — a higher-income, convenience-and-quality-focused group, and a younger, more price-sensitive, community-driven one — and reframed the offer itself. The price point didn't leave room for deeper discounting, so the fix was communicating the value that was already there, not cutting the price further.
This isn't like-for-like: the old agency ran during the client's peak season with roughly double the ad budget I had in the off-season that followed. I'm including that context because it makes the CPA and CTR movement worth noting, not despite it.
All of this was achieved without any landing page changes — proof that fixing the offer and message in the ads themselves can move the needle, even when the landing page is off the table.
A one-off strategy consultancy call, just before Christmas, for a former client who'd changed career to start a personal training business targeting Barcelona's 40+ expat community.
Her original offer was discount-led and undifferentiated: book 10 sessions and get them for 50€ each, instead of 60€ for a single session.
Using Alex Hormozi's Grand Slam Offer framework, we rebuilt the offer around value instead of discount — 10 sessions for 650€, with program design and follow-up calls included. She ran with the ad setup and launch herself.
Worth being clear on what this is: 50 leads (form fills) in the first week of a brand-new campaign, not confirmed paying clients yet. Included because it's a clean example of what a properly designed offer does to lead volume — not as a finished results claim.
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