Missing H1 structure, repeated H2 patterns, media and image-format issues, oversized CSS and weak loading behaviour.
CASE STUDY / 01Rebuilding the Growth Foundation
Le Backyard
Rebuilding the Growth Foundation
for a B2B Software Agency
From technical performance and paid acquisition
to conversion paths, lead operations
and decision visibility.
What was fragmented
The issue was not a lack of activity.
Growth systems were fragmented across technical SEO, paid acquisition, conversion, lead management and reporting.
My role was to reconnect them into a clearer operating system.
Campaigns were not consistently tied to the actual service offer or commercial intent.
Landing-page messaging, UX and conversion routes needed stronger alignment.
The Airtable pipeline lacked the structure needed for qualification, routing and follow-up.
Google Ads and Analytics data needed a clearer, centralised reporting layer.
One growth foundation.
Five connected workstreams.
Technical foundation
Performance improved from 50 to 97.
- Fixed missing H1 structure
- Corrected repeated H2 patterns
- Improved image and video formats
- Reduced oversized CSS impact
- Improved lazy-loading behaviour
- Built a custom deferred-loading script
Technical work made the site faster, clearer and easier for search systems to understand.
Paid demand rebuild
Existing paid acquisition was not sufficiently aligned with the agency’s real service offer.
I took ownership of the Google Ads account and rebuilt the structure around service relevance, commercial intent and landing-page alignment.
REPRESENTATIVE ACQUISITION STRUCTUREBEFORE →REBUILT
- Generic campaign structure
- Services outside the actual offer
- Weak ad-to-landing relevance
- Low keyword-level Quality Scores
- Service-led campaigns
- Separated ad groups
- New ads by commercial intent
- Aligned landing pages
- Quality Score optimisation
Landing pages and CRO
Worked with the UX team to improve landing-page structure, message hierarchy and conversion paths.
Led CRO work independently and with external support, followed by copywriter-led localisation.
- Qualified traffic→
- Relevant landing page→
- Clear offer framing→
- Lead qualification→
- Sales follow-up
Lead operations rebuilt
The existing Airtable pipeline lacked structure for managing qualification and commercial follow-up.
I recommended a move to Pipedrive and configured the operating setup from scratch.
REPRESENTATIVE OPERATING WORKFLOW
- Typeform intake↓
- Lead scoring↓
- Pipedrive↓
- Make automations↓
- Owner assignment↓
- Commercial follow-up
- Built multiple Typeform flows
- Added qualification and scoring logic
- Configured Pipedrive from zero
- Connected routing and automation through Make
- Created a clearer commercial follow-up structure
Reporting visibility
Built a Looker Studio reporting interface to connect Google Ads and Analytics visibility.
The goal was not more reporting.
It was faster, clearer decisions about acquisition, landing-page performance and conversion behaviour.
REPRESENTATIVE REPORTING ARCHITECTURE
- Google Ads
- Looker Studio
- Decision visibility
- Analytics
- Looker Studio
- Landing and conversion visibility
Centralised acquisition and behaviour data into one decision-ready view.
Market exploration
Supported market exploration work across France, Mexico and African markets.
The focus was adapting acquisition routes, positioning and commercial learning to different market realities.
What changed
My role
Owned day-to-day marketing decisions across SEO, paid acquisition, conversion and lead operations.
For higher-impact decisions, worked directly with the CEO and Director.