scaling ewemove's franchise pipeline

challenge

EweMove needed a scalable, efficient way to attract high-quality franchisee prospects.

Key challenges included:

• Meeting annual targets
• No historical paid social data, meaning campaigns were starting from scratch
• A long, considered decision journey, making top-funnel efficiency essential
• Existing Google Ads activity was underperforming, with high CPAs and misaligned goals
• A need to increase early-stage conversions (‘Request an Information Pack’) to feed the pipeline

APPROACH 

We built a performance-focused acquisition model designed to generate high-quality franchise enquiries efficiently across both Meta and Google Ads.

Building the foundation on Meta

With no historical data to work from, our priority was to establish a clean, insight-driven structure. We launched the Meta activity using a three-tier campaign framework:

1. Prospecting
2. Lookalike Audiences
3. Retargeting

This guided users from awareness through to conversion.

To drive quality over volume, we developed three tailored audience groups aligned to EweMove’s ideal franchisee profile:

• Financially capable, investment-minded professionals (aged 30-50)
• Aspiring entrepreneurs and franchise seekers (aged 25-40)
• Experienced property and sales professionals exploring a career change (aged 30-50)

Creative focused on clarity and aspiration, using testimonials, real franchise success stories, and career-change messaging. A multi-format mix (video, static, carousel) maximised reach and relevance across placements.

This phase built the initial traffic, intent signals and learnings needed to scale efficiently.

Translating success into Google performance

Following strong early results on Meta, EweMove asked us to take over Google Ads.

We launched Search and PMAX campaigns to align all optimisation towards the client’s true KPI - ‘Request an Information Pack’.

Previously, Google had been driving toward mixed or secondary goals, inflating the CPA and diluting learnings. Rather than overhaul the account immediately, we entered a controlled learning phase, focusing our spending on the primary conversion action while making incremental improvements to stabilise and strengthen performance.

A joined-up performance strategy

By ensuring both platforms worked towards the same high-intent action, we created a consistent acquisition model that improved quality, reduced cost, and doubled monthly conversions within four months.

RESULTS

• CPA decreased by 68%
• Conversion volume increased by 410%
• Total leads increased by 695%

Our work meant that EweMove generated more high-quality franchise prospects in four months than the previous seven (over double the amount), and with just 29% more budget spent.

Our work with Hunters Estate Agents, part of the same TPFG group, demonstrated how a strategic, data-driven approach could transform paid media performance, delivering record-breaking local leads and earning Best PPC Campaign at the UK Agency Awards. Combining that sector insight with EweMove’s franchise goals allowed us to apply proven strategies and achieve similarly outstanding results.