Tracked what other agencies said was untrackable — then scaled offline sales to prove it.

Lanyards Direct · B2B · Offline sales measurement

The problem

Most of Lanyards Direct's sales happened offline, which meant Google Ads was running essentially blind. Without conversion signals, bidding couldn't optimise, budgets were hard to justify, and the business was making decisions on gut feel.

What we did

We designed and implemented a measurement strategy built around micro-conversions — tagging the site to capture the behaviours that actually signal buying intent (quote requests, spec sheet downloads, extended sessions on key pages). Those signals fed Google Ads, giving smart bidding enough to work with. Once measurement was right, campaign performance followed.