10-chapter narrative — the infrastructure build, the audit, the rebuild, and what happened after the leads came in.
From no digital presence to a functioning lead pipeline serving patients across Nigeria and Africa — a cost per submission of $29, 569 total conversions, and $16,465 in total spend. Built the full infrastructure: website, measurement stack, campaigns, CRM pipeline, and intake process.
Sequenced the build correctly: website and tracking infrastructure before any ads. One clean conversion action (confirmation page view), everything routed through GTM. Three-tier keyword architecture — high-intent procedural, condition-awareness, and geographic-intent terms — with a pre-launch negative keyword list to protect budget from day one.
Six intent-segmented campaigns launched August 2025. Six-week audit uncovered Quality Score 5.74, mobile LCP 5.4s, keyword cannibalization, and 68% impression share lost to quality. Full rebuild: WebP images + lazy loading cut LCP to 1.9s; campaign consolidation eliminated cannibalization; ad copy rewrite pushed QS to 7.9; tCPA smart bidding introduced after 30+ conversions per campaign. 180+ negative keywords added. Odoo CRM implemented to track full patient pipeline post-submission. Intake process redesigned around patient behaviour to reduce drop-off.