Lead-Generation Website & Campaign
ALEX FIX
LOCAL ELECTRICIAN — CAMPAGNANO, ROME, ITALY
THE CHALLENGE
FROM LOCAL SEARCHES TO ENQUIRIES
Alex Fix is an independent electrician based in Campagnano, north of Rome, serving residential and commercial customers across the surrounding area.
His business relied primarily on word of mouth, with no website, limited visibility on Google and no system for tracking enquiries.
The challenge was to establish a credible digital presence, reach customers actively searching for electrical services nearby and make it easy for them to get in touch.
THE APPROACH
One connected Lead-Generation System
Rather than treating web design, local SEO, paid acquisition as separate services, Studio Ferrari designed the entire digital presence as a single, connected lead-generation system.
The strategy brought together a conversion-focused Squarespace website, an optimised Google Business Profile, organic social media, structured business information and geographically targeted Google Ads.
The objective was simple: help potential customers find Alex Fix, understand his services and contact him with as little friction as possible.
THE SOLUTION
Engineered for entity alignment from day one
01 — Website & Conversion Design
A mobile-first Squarespace website with clearly organised electrical services, location-specific content and prominent click-to-call and WhatsApp buttons.
Every page was designed to help visitors move naturally from finding a service to making an enquiry.
02 — The Local Entity Anchor & SEO
Service pages, geographical references and structured data were organised to communicate consistently who Alex Fix is, what services he provides and where he operates.
His Google Business Profile was optimised to support local discovery and defined Alex Fix as a verified local entity to both traditional map packs and AI search engines (ChatGPT, Gemini).
03 — Google Ads & high-intent local Targeting
A geographically targeted Google Ads campaign focused on high-intent searches from potential customers in Campagnano and surrounding areas of Rome, Italy.
With a deliberately modest advertising budget, keyword selection and ongoing optimisation focused on attracting relevant traffic rather than maximising clicks and irrelevant spending in Ads.
04 — Analytics & Performance Tracking
Google Analytics, Google Tag Manager and Search Console were integrated to monitor traffic, user activity and campaign performance.
Phone calls, WhatsApp interactions and form submissions were included in the conversion-tracking setup, providing a clearer picture of how visitors responded.
3 MONTHS CAMPAIGN
· 17 enquiries generated through calls and WhatsApp the first month with just £85 in Google advertising spend.
· 109 Google Ads clicks FIRST 30 DAYS
· 8,970 Google impressions FIRST 30 DAYS
· £0.58 Cost per click
LEAD-GENERATION
SQUARESPACE WEBSITE
BRAND DESIGN & ORGANIC SOCIAL MEDIA CAMPAIGN
THE LEAD-GENERATION SYSTEM
The Lead-Generation System is not a collection of services.
It’s an integrated asset around local entity alignment.
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A mobile-first website designed around local search intent, with prominent click-to-call and WhatsApp triggers above the fold to capture immediate demand.
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An optimised Google Business Profile paired with Schema.org structured data—ensuring the business is clearly indexed and cited across AI discovery engines (ChatGPT, Gemini).
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3 months Google Ads campaigns configured around active local search terms within the area.
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A 3-month ongoing campaign delivering 8 strategic posts per month across Facebook and Instagram to build localised social proof and retarget cold search traffic with consistent trust signals.
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Integration of GA4, Google Tag Manager, and Search Console to log and attribute every phone call, WhatsApp chat, and form submission back to the exact search query.
Alex Fix, Electrician, IT Technician.
The questions I get asked
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By connecting paid traffic directly to a high-intent conversion architecture rather than a generic website. In this case study, allocating just £85 in Google Ads into a mobile-first destination engineered specifically for click-to-call and WhatsApp actions generated 17 high-intent enquiries in 30 days.
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Traditional websites are designed as static digital brochures. They introduce cognitive friction, lack clear intent-driven navigation, and disconnect search intent from user action. A conversion-engineered page removes unnecessary content and places immediate action triggers directly above the fold.
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Structured data (Schema.org) and Google Business Profile optimisation explicitly define your business entity, services, and location to search algorithms. This ensures your brand is clearly identified, cited, and recommended by both traditional map packs and AI engines (such as ChatGPT, Gemini, and Google AI Overviews).
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Routing paid traffic to a homepage forces users to search for answers, leading to high bounce rates and wasted ad spend. Directing high-intent search queries to a dedicated, conversion-engineered page maintains message consistency and guides the visitor to take immediate action.
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Through full-funnel analytics integration using Google Analytics 4, Google Tag Manager, and Search Console. Every click-to-call, WhatsApp chat, and form submission is logged as a discrete conversion event, tying every lead back to the exact keyword and ad that generated it.
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Unlike isolated ad campaigns, an integrated Lead-Generation System establishes a permanent digital asset. Because the local entity schema, Google Business Profile, and mobile site architecture are optimised from day one, the business continues to capture organic local demand and map views even when ads are offline.
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No. The website is the lead-generation system; Google Ads and social media are ways to bring people to it. Traffic can also come from organic search, Google Business Profile, referrals or your existing network.
The important part is that when people arrive, the website is already built to turn that traffic into action.
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Yes — the website is built with SEO in place from day one. Keyword research, page structure, service and location signals, FAQs, metadata and structured data are all part of the build, helping Google understand what you do and where you do it.
Ongoing SEO after launch is a separate service.
Ready to replace a static website with
a connected lead generation engine?
Stop wasting budget on isolated ad campaigns and leaky web pages.
Let’s build a conversion-engineered system that captures high-intent local demand from Day One.