How Phelps Digital Uncovered $1.5M in Value by Rethinking Vendor Strategy

One of Phelps Digital’s legal services clients was spending over $30,000 a month on digital ads with a national agency, but had no clarity on ROI. There was no lead tracking, no CRM integration, and no accountability. The agency hadn’t conducted a performance review in over 90 days. Branded search traffic inflated performance reports, masking ineffective spend.

Phelps Digital’s client, a legal services firm, was spending over $30,000 per month on paid search, but lead tracking was nonexistent. The agency hadn’t provided a performance review in over 90 days, and the CEO lacked visibility into what was working. 

Branded search inflated performance metrics, masking ineffective campaign structure. They were manually tracking which leads came from which marketing channels using spreadsheets, instead of a live, integrated system that connected ad clicks to CRM data

Go Fish rebuilt their performance strategy from the ground up. Our team:

• Rebuilt paid search campaigns focused on high-intent, non-branded keywords that drive conversions.
• Integrated the client’s CRM with their site using Zapier to enable real-time attribution and visibility across the funnel.
• Replaced infrequent agency check-ins with structured biweekly performance reviews aligned to key KPIs.
• Reallocated budget away from underperforming channels into high-yield opportunities backed by data.

With visibility restored and performance tracked in real time, the client uncovered over $1.5 million in missed value. More importantly, they now had the tools and clarity to take action.

Execution: What We Actually Did

• Connected CRM to site for real-time attribution via Zapier.
• Conducted paid search audit and rebuilt non-branded keyword campaigns.
• Launched consistent biweekly strategic reviews.
• Audited vendor performance and uncovered media inefficiencies.
• Provided transparent reporting tied directly to revenue outcomes.