Cross-Channel Recommendations Report

Ombudsman Complaints — Google Ads + Email + Cold Calls Strategy

Analysis Date: 10 December 2025 | Channels: Google Ads, Brevo Email, Cold Calling

🎯 Executive Summary

This report synthesises data from Google Ads (£934.20 spend, 41 confirmed conversions), Brevo email campaigns (148K sends, 619 engaged leads), and post-signup automation (26 leads nurtured). The goal: create an actionable plan to maximise conversions across all channels, deploy Google Ads credits strategically, and activate warm leads through coordinated outreach.

1. 📊 High-Level Channel Performance

🔍 Google Ads

High-intent search traffic with best conversion rate. Captures people actively looking for ombudsman help.

Confirmed Leads

£22.79

CPA (GA4)

18.9%

Conversion Rate

50.6%

Form Completion

📧 Brevo Email

Massive reach to cold scraped leads. Excellent for awareness and warming up prospects for sales follow-up.

619

Engaged Leads

52.2%

Open Rate

9,615

Website Visits

Form Completions

📞 Cold Calling

Untapped opportunity. 133 engaged leads have phone numbers. Post-signup sequence shows 27% engagement.

133

With Phone #s

619

LinkedIn Profiles

In Nurture Sequence

27%

Nurture Open Rate

Channel Quality Comparison

Channel	Users	Conversions	Conv. Rate	Quality
Google Ads (Paid)	440	41	18.9%	★★★★★ Highest Intent
Direct Traffic	157	5	10.8%	★★★★☆ Returning/Referral
Brevo Email (Cold)	9,640	5	0.05%	★★☆☆☆ Awareness Stage
Google Organic	12	1	8.3%	★★★☆☆ Low Volume

Key Insight: Google Ads drives the highest-quality conversions (18.9% rate) but has limited volume. Email drives massive awareness but low direct conversion — its value is in the 619 warm leads now primed for sales follow-up.

2. 📧 Email Campaign Recommendations

Audience Segmentation

🔥

Hot Leads

~50

Multi-openers who clicked through to site. Scrolled content. Form starters who didn't complete.

🌡️

Warm Leads

~569

Single email openers/clickers. Engaged with content but no form activity. Site visitors 10+ seconds.

❄️

Cold Segment

~3,200

Opened but no click. No site visit. Single touchpoint only. May need re-qualification.

Recommended Follow-Up Email Sequence (3 Emails)

Email 1: Social Proof & Success Story Send Day 1

Target: 619 engaged leads (opened/clicked previous emails)

Subject Line Options:

"[FIRSTNAME], how [Company] recovered £4,200 in 3 weeks"
"The exact complaint letter that got results"
"Why 94% of ombudsman cases win (and how to be one)"

Focus: Case study format. Real outcome. Specific numbers. Show the process works.

CTA: "Download the winning complaint template" → Links to guide

Email 2: Urgency & Deadline Awareness Send Day 4

Target: Opened Email 1 but didn't convert

Subject Line Options:

"[FIRSTNAME], complaints older than 12 months may be rejected"
"The deadline most businesses miss (and how to avoid it)"
"Your energy supplier is counting on you waiting"

Focus: Create urgency around complaint deadlines. Highlight risk of inaction. Time-sensitive language.

CTA: "Check if your complaint qualifies" → Links to guide with qualifier questions

Email 3: Direct Offer + Human Touch Send Day 7

Target: Opened any email, still not converted. Final push.

Subject Line Options:

"Can I help you with your complaint, [FIRSTNAME]?"
"Quick question about your energy issue"
"I noticed you're researching complaints…"

Focus: Personal tone. Offer to help directly. Remove barriers. Make it easy to reply.

CTA: "Reply to this email with your situation" OR "Book a 10-min call"

Email Split Test Opportunities

Element	Test A	Test B	Metric
Subject Line	Question format	Specific number/outcome	Open rate
CTA Button	"Download Guide"	"See How It Works"	Click rate
Send Time	Tuesday 10am	Thursday 2pm	Engagement rate
Personalisation	Name only	Name + Company	Reply rate

Expected Impact: With 619 engaged leads and 3 additional touchpoints, expect 15-30 additional form completions (2-5% conversion on warm list) and 50+ direct replies/enquiries.

3. 🔍 Google Ads Recommendations & Credit Strategy

Immediate Optimisation Actions

Scale the Winner: [ombudsman services energy] High Priority

This keyword drives 94.7% of all conversions with 21.75% conversion rate. Actions:

Increase bid by 20-30% to capture more impression share
Add phrase match: "ombudsman services energy"
Add broad match modifier: +ombudsman +energy +services
Create dedicated ad copy mentioning "energy ombudsman" specifically

Pause/Remove Non-Performers Medium Priority

97% of 140+ keywords have zero impressions. Cleanup needed:

Pause immediately: All keywords with 0 impressions after 30+ days
Monitor closely: [commercial energy ombudsman], [business energy complaint] — high CTR but 0 conversions
Add negative keywords: "template", "letter", "free", "how to", "sample", "example"

Landing Page Improvements High Priority

Only 15.9% of clicks start the form. Opportunities:

Add social proof near form (reviews, testimonials, success stats)
Reduce form fields if possible (each field loses 5-10%)
Add urgency element: "Over 400 businesses helped this month"
Test exit-intent popup for abandoning visitors
Improve value proposition clarity in headline

Expected Impact: Improving form start rate from 15.9% to 25% would increase conversions by 57% without additional spend.

Google Ads Credit Deployment Strategy

💳 How to Deploy Google Free Ads Credits

🎯

Proven Keywords

→

🧪

Test New Variants

→

📈

Scale Winners

→

🔄

Reinvest Learnings

Budget Allocation	% of Credit	Purpose	Success Metric
[ombudsman services energy] expansion	50%	Scale proven performer with match type variants	Maintain 15%+ conversion rate
New keyword testing	30%	Test "utility complaint", "energy dispute", "bill dispute"	Find 1+ new converting keyword
Remarketing/RLSA	20%	Target email openers & site visitors who didn't convert	5+ conversions from retargeting

Credit Campaign Timeline

Week 1-2: Re-enable campaign with optimised keywords. Deploy 50% of credit on proven keywords. Monitor daily.
Week 3-4: Analyse performance. If conversion rate holds, add new keyword tests (30% allocation).
Week 5-6: Launch remarketing to email/site visitors (20% allocation). Review all metrics.
Week 7+: Reinvest learnings. Scale what works, pause what doesn't.

Success Benchmarks: Aim for 15+ form completions (GA4 thank-you pages) within credit period. If CPA stays under £25, campaign is profitable and worth scaling with own budget.

4. 📞 Cold Call Follow-Up Strategy

Who to Call (Priority Order)

Priority	Segment	Est. Size	Why They're Hot
🔥 1st	Post-signup nurture openers (27%)	~7	Already converted + engaged with follow-up emails
🔥 2nd	Multi-email openers with phone #	~50	Opened 2+ emails, clicked through, have phone
🌡️ 3rd	Site visitors 20+ seconds (email source)	~80	Spent time reading content, showed real interest
🌡️ 4th	Email clickers without form start	~200	Clicked to site but didn't engage with form
❄️ 5th	Single openers with senior titles	~100+	Operations Directors, MDs, Finance heads

Expected Results: From 133 calls to phone-number leads, expect 15-25% answer rate (20-33 conversations), 30-40% qualification rate (6-13 qualified leads), 20-30% booking rate (4-10 consultations booked).

5. 🔄 Cross-Channel Synergy Strategy

Unified Customer Journey

🔍

Google Ads

→

📧

Email Nurture

→

📞

Cold Call

→

✅

Conversion

Ads → Email Integration Synergy

Form completers: Auto-add to Brevo nurture sequence (already working — 26 in pipeline)
Form starters who abandon: Create exit-intent popup capturing email for remarketing
Retargeting: Upload email engaged list to Google Ads as Customer Match audience
Message alignment: Mirror ad headlines in email subject lines for consistency

Email → Calls Integration Synergy

Hot triggers: Call anyone who opens Email 3 ("Can I help you?") within 24 hours
Multi-touch: Email → Call → LinkedIn message sequence for non-responders
Feedback loop: Log call outcomes in Brevo to update contact segments
No-answer follow-up: Send personalised email: "Sorry I missed you, [Name]"

Calls → Ads Integration Synergy

Call insights: Use objections heard on calls to improve ad copy
Keyword ideas: Note how prospects describe their problems — use as new keywords
Landing page updates: Add FAQs based on common call questions

Where the Funnel is Leaking (& How to Fix)

Leak Point	Data	Fix
Ad click → Form start	84.1% drop-off	Landing page optimisation, social proof, clearer value prop
Email click → Engagement	97.1% drop-off (Email 1)	Better landing page for cold traffic, simpler entry offer
Form start → Completion	49.4% drop-off (okay)	Reduce fields, add progress indicator, save & continue
Lead → Customer	Unknown	Cold call follow-up within 48 hours of conversion

6. ✅ Prioritised Action Plan

URGENT High Priority — Next 7 Days

1 Deploy Google Ads Credit: Re-enable campaign. Allocate 50% to [ombudsman services energy] expansion. Set daily budget cap.

2 Start Cold Calling: Call the 7 nurture sequence openers first (warmest leads). Then 50 multi-email openers with phone numbers.

3 Build & Send Email 1: Social proof email to 619 engaged contacts. Schedule for Tuesday 10am.

4 Landing Page Quick Wins: Add "400+ businesses helped" stat. Add testimonials near form. Remove any unnecessary fields.

5 Keyword Cleanup: Pause all 130+ keywords with 0 impressions. Add negative keywords list.

6 GA4 Monitoring: Set up daily check for thank-you page conversions. Note any spikes or drops.

IMPORTANT Medium Priority — Next 30 Days

7 Complete Email Sequence: Send Email 2 (Urgency) Day 4, Email 3 (Personal) Day 7. Monitor open/click rates.

8 New Keyword Tests: Deploy 30% of credit on testing "utility complaint", "energy dispute", "bill dispute help".

9 A/B Test Landing Page: Test original vs. new version with added social proof and urgency elements. Run for 2 weeks.

10 LinkedIn Outreach: Connect with 619 engaged leads. Personalised message referencing their interaction.

11 Remarketing Setup: Upload email list to Google Ads. Create RLSA campaigns for site visitors.

12 Call Outcome Tracking: Log all call results. Feed back into Brevo segments for targeted follow-up.

STRATEGIC Low Priority — Long Term (30+ Days)

13 Evergreen Nurture Sequence: Build 8-12 email automated sequence for long-term lead warming.

14 Content Expansion: Create industry-specific guides (utilities, telecoms, water) for targeted campaigns.

15 Display/YouTube Ads: Test awareness campaigns to build remarketing audiences cheaply.

16 CRM Integration: Connect Brevo + Google Ads + call tracking for unified attribution.

17 Scale What Works: Once CPA benchmarks proven, increase budget on profitable channels.

📌 The Bottom Line

You have 3 complementary channels working together: Google Ads for high-intent conversions (£22.79 CPA, 41 leads), Email for massive awareness (619 warm leads), and Cold Calling as an untapped conversion driver (133 phone numbers ready). The strategy: Deploy Google credits on proven keywords, send 3 follow-up emails to warm leads, and cold call the hottest prospects within 7 days. Expected outcome: 50-80 additional conversions in the next 30 days by activating what's already been built.