Transforming challenges into strategic opportunities
- Organisation
- JP Franklin Group, Auckland
- My role
- Digital Marketing Consultant
- Timeframe
- July – September 2026
- Channels
- Google Ads · Meta · SEO · Websites · AI tools
The challenge
JP Franklin Group operates across construction, roofing, digital products and other commercial ventures based in Auckland, New Zealand.
The key challenge when I joined as a Digital Marketing Consultant was that digital campaigns were not performing as expected, with poor lead quality, mainly leads from out-of-target service areas, and advertising returns below expectations. Overall, the underperformance of digital marketing efforts was affecting the business revenue significantly.
The objectives
The goal was to strengthen digital marketing efficiency and drive higher commercial returns, essentially for the group’s core businesses including construction and roofing.
- Generate higher-quality leads while targeting the right audience, geographically and demographically aligned with the respective service areas.
- Improve ROI on advertising by targeting and budgeting more effectively.
- Strengthen the volume of lead generation and revenue performance of core businesses while improving the other e-commerce businesses using the right digital strategies.
- Optimise the organic search volume and social media engagement while making enhancements based on data-driven decisions.
My role & contribution
As a Digital Marketing Consultant, I’m responsible for evaluating the digital performance and providing insights on improvements while taking actions to bring change using the digital platforms. Analysing data and identifying opportunities for improvements while managing Google and Meta campaigns and developing the creative resources with the design team is an integral part of my role.
With AI rapidly changing how businesses operate, I was also able to initiate and contribute to an AI-developed reporting and quotation system along with a Meta AI analyst to improve the current practices and enhance the efficiency of processes to a greater extent.
From strategy to action
Analysing the historical data using Google Analytics 4, Google Search Console and advertising reports helped me to understand the limitations and develop an advanced strategy to improve the performance of digital campaigns. Optimising the geographical targeting and audience selection and using the right messaging with the help of enhanced creative designs while carrying out the necessary fixes on the websites to bring about an overall change to the digital strategy helped achieve strong positive results.
Use of AI tools also enhanced the creativity and efficiency while improving the overall digital strategy. I continuously monitored the lead quality and measured returns to make improvements and updates to streamline the processes.
Results that matter
Peak advertising performance
Growth in the core business
Growth in organic visibility
Data-driven campaign optimisation efforts resulted in impressive improvements within approximately three months, ultimately increasing business revenue that supported in advancing ancillary business approaches. With an achievement of 36× return on ad spend (ROAS) for paid advertising and 62% revenue growth recorded for the group’s core businesses, with a 78% organic website traffic growth increasing the potential customer engagement and online visibility over various digital channels.
Lessons beyond the project
These results within a period of three months helped me significantly improve my digital and AI skills, time management skills, strategic thinking and cultural understanding. Furthermore, this challenging experience reinforced that success in marketing should be attributed by the business value and not the volume of leads or traffic numbers.
It also encouraged me to think out of the box, align data-driven strategies with potential opportunities and adapt marketing efforts to the New Zealand business environment. More importantly, it broadened my perspective on performance marketing, demonstrating that data-driven decision making and innovation strategies can contribute to effective strategic digital leadership in the contemporary business context.