Case study

Every campaign traced into HubSpot.

IWFM had live Google and Meta campaigns, and no formal way to see what they delivered. Since January 2025 we have rebuilt its campaigns, moved its marketing onto HubSpot and reported every campaign against what happens in the CRM.

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The Google Ads and Facebook Ads apps on a phone screen

At a glance

Client
IWFM, the Institute of Workplace and Facilities Management
Sector
Professional membership body
Where
London
What we did
Ad account audit, Google and Meta ads, landing pages, HubSpot Marketing Hub, conversion reporting
Years
2025 to today

The challenge

Live ads. No clear results.

IWFM is the professional body for workplace and facilities professionals, with membership grades, qualifications and training through IWFM Academy.

Before

Campaigns without a scoreboard

0formal reports on the live Google and Meta campaigns

  • Google Ads and Meta accounts that needed a fresh start
  • HubSpot on trial, not yet set up
  • Member contacts outside HubSpot
  • No way to tell which course buyers came from the ads

After

Campaigns with a scoreboard

Weeklyreports tied to conversions in HubSpot

  • Accounts audited, then new Google and Meta campaigns, including Performance Max
  • Landing pages and HubSpot forms
  • Website tracking and ScoreApp connected to HubSpot
  • Member contacts imported into HubSpot
  • A segment of course buyers who came from our campaigns

How it fits together

One line from ad to CRM.

Paid media proves itself only when you can follow a person from the ad to their record in HubSpot. So we built the whole route, not just the ads.

  1. Reach

    Google and Meta

    • Google Performance Max
    • Google Ads campaigns
    • Meta carousel ads
    • Meta single-image ads

  2. Convert

    Landing pages and forms

    • Campaign landing pages
    • HubSpot forms, including a two-page form
    • ScoreApp, connected to HubSpot

  3. Record

    HubSpot Marketing Hub

    • Website tracking
    • Member contacts in one place
    • Segments by campaign
    • Course buyers who came from our ads

  4. Report

    Reports

    • Daily at first, then weekly
    • Performance Max, Meta and landing pages together
    • Conversions checked with IWFM

We never take a percentage of ad spend. We judge each campaign by what reaches the CRM.

How we run it

Tested, checked, reported.

  • Formats tested

    We keep testing ad formats. In November 2025, short carousel ads beat single images on cost per page view.

  • Numbers checked

    When the numbers did not add up, we checked them with IWFM rather than reporting them as they stood.

  • Results in HubSpot

    Reports follow conversions into HubSpot, not just clicks in the ad platforms, down to who went on to buy a course.

How it unfolded

From trial to ongoing programme.

It began with an audit in January 2025. Nearly two years on, we still run IWFM's campaigns and its reporting.

  1. Jan 2025, done

    Audit

    A review of the Google Ads and Meta accounts before anything new was built.

  2. Jan to May 2025, done

    HubSpot

    A HubSpot trial with website tracking, a ScoreApp connection and an import of member contacts.

  3. Apr 2025, done

    Daily reports

    Performance Max, Meta and landing page conversions in one daily report, with HubSpot conversion data.

  4. Jun 2025, done

    Ongoing programme

    IWFM moves from the trial to ongoing HubSpot and paid media support.

  5. Sep to Oct 2025, done

    Forms and course buyers

    A two-page HubSpot form, built for IWFM's approval, and a HubSpot segment of people who bought a course after arriving from our campaigns.

  6. Nov 2025, done

    Membership ads

    Membership advertising on Meta, with carousel and single-image ads tested against each other.

  7. Jul to Aug 2026, done

    Training and qualifications

    New Performance Max campaigns for training and for qualifications.

  8. Now, happening now

    Campaigns and reports

    Weekly reports and new campaigns, adjusted with IWFM as the results come in.

Services used

The services behind this work.

  • Google campaigns

    The Google Ads account audited, then new campaigns, including Performance Max.

    Google Ads

  • Meta campaigns

    Membership advertising on Meta, with carousel and single-image ads tested against each other.

    Meta Ads

  • HubSpot Marketing Hub

    Website tracking, landing pages and forms, with conversions reported in HubSpot.

    HubSpot services

Next step

Where does your ad budget go after the click?

Our paid media review looks at your Google, Meta and LinkedIn accounts, the pages your ads send people to and what reaches your CRM. Then we tell you what to keep, fix and stop.

Want a wider view of your membership marketing? Ask about our digital marketing audit for membership organisations.

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Tell us which campaigns you run today. We will show you how we would trace each one to an enquiry, a booking or a sale.

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