At a Glance
Before
- Conversion double-counting issues
- Mixed campaign structure
- Inefficient LinkedIn campaigns
- 6.0 ROAS baseline
After
- Accurate conversion tracking
- Service-based campaign structure
- Native LinkedIn lead generation
- 10.0 ROAS (+67%)
- 515 leads/month
Key Metrics
The Challenge
When we started working with Alta Language Services in June 2025, they faced three critical challenges that were preventing them from scaling efficiently.
Conversion Tracking Chaos
Alta's biggest issue was their conversion tracking setup. Multiple conversion events were being tracked simultaneously, causing severe double-counting problems. This meant their reported results were inflated by nearly 2x, making it impossible to accurately measure campaign performance or optimize effectively.
- Multiple conversion events causing confusion
- Double-counting inflating results by 2x
- Wasted spend on wrong optimization signals
- Unable to make data-driven decisions
Poor Campaign Structure
Their campaign structure was severely disorganized. Brand and non-brand campaigns were mixed together, two separate domains (learnalta.com and altalang.com) were combined into single campaigns, and there was no service-based segmentation despite offering distinct services like Interpretation, OPI/VRI, Translation, Testing, and Training.
- Brand + Non-brand campaigns mixed together
- Two domains combined in single campaigns
- No service-based segmentation
LinkedIn Inefficiency
Alta was running LinkedIn ads with a "Website Conversions" objective, which required users to click through to the website, leading to expensive clicks and low conversion rates. This approach wasn't cost-effective for B2B lead generation.
- "Website Conversions" objective
- Not cost-effective
- Low actual lead generation
Our Solution
We implemented a comprehensive restructuring strategy, focusing on accurate tracking, intelligent segmentation, and multi-platform optimization.
Conversion Action Optimization
We identified the core issue: too many conversion events creating conflicting optimization signals. Our solution was to establish a single primary conversion event, eliminating double-counting and providing Google's algorithm with a clear, accurate signal for optimization.
- Single primary conversion event implemented
- Fixed double-counting issues
- Improved audience optimization signals
- Created sustainable campaign foundation
Campaign Restructuring
We implemented a complete restructuring based on service categories, creating separate Performance Max campaigns for each service type (Interpretation, OPI/VRI, Translation, Testing, Training). We also separated Brand from Non-brand campaigns and split the two domains into separate campaigns.
- Service-based category Pmax campaigns created
- Brand vs Non-brand separation
- Split campaigns by domain (learnalta.com / altalang.com)
- Service-specific targeting implemented
LinkedIn Native Lead Forms
We switched from "Website Conversions" to native "Lead Gen Forms" objective on LinkedIn. This allowed users to submit their information directly on LinkedIn without leaving the platform, resulting in significantly better cost-per-lead and actual lead generation.
- Switched to Lead Gen Forms objective
- Tested 2 form variations
- Improved cost-effectiveness
- Actual leads instead of just clicks
The Results
The transformation was dramatic. Here's how performance evolved month-over-month from June through October 2025.
June 2025 - Baseline (Before Optimization)
Starting point before we implemented changes. Performance was declining across all key metrics:
- Conversions: Down 22%
- Form submissions: Down 20%
- Phone calls: Down 29%
- Campaign structure issues identified
- Tracking problems discovered
July 2025 - Month 1: Initial Restructuring
Conversion tracking fixed and initial restructuring implemented:
- Google Ads: 476 conversions generated
- Bing Ads: ROAS 8.0 (+14% improvement)
- Revenue: $12,620 from Bing campaigns (+9%)
- Service-based structure implemented
- Brand/non-brand separation active
August 2025 - Month 2: Optimization Phase
Campaigns optimized and performance improvements visible:
- 433 leads captured
- Traffic: +39%
- ROAS: 6 → 7 (+16%)
- Impressions: 815,741 (+419%!)
- Cost: $26,798 (-19% efficiency gain)
September & October 2025 - Peak Performance
Full optimization achieved. Campaign structure operating at peak efficiency:
- 10.0 ROAS achieved (+67% vs baseline)
- 515 leads per month (396 forms + 22 calls + 101 purchases)
- Traffic: +33%
- Conversions: +17%
- Conversion value: +21%
- Bing Interpretation ROAS: +178%
- Avg CPC: $1.40 (-18%)
Key Takeaways
Clean Conversion Tracking is Critical
Multiple conversion events create conflicting optimization signals. A single, well-defined primary conversion event provides the algorithm with clear direction and enables accurate performance measurement.
Campaign Structure Matters
Properly segmented campaigns (by service, brand vs non-brand, domain) allow for precise optimization, better budget allocation, and clear performance attribution across different business lines.
Multi-Platform Strategy Works
Applying the same strategic improvements across Google, Bing, and LinkedIn creates a unified growth engine that captures demand across the entire ecosystem.
Scalable Infrastructure
The new campaign architecture is built to scale. As Alta increases budgets, the structure is ready to handle growth efficiently.
Client Impact
Sustainable Lead Generation Engine
Alta now has a robust, scalable system that consistently generates 500+ leads per month across multiple service lines.
Predictable ROI Across Channels
With accurate tracking and optimized structure, Alta can predict performance and confidently allocate budgets for maximum impact.
Data-Driven Decision Making
Clean data and clear attribution enable Alta's team to make informed decisions about product offerings, pricing, and market expansion.