How ABRI Turned Marketing Into Qualified Leads

When SZNS first stepped in, ABRI's paid strategy was leaning almost entirely on a Performance Max campaign, with only a small negative keyword list guiding the spend. For a financial planning firm with a narrow, high-value audience, that left too much control in the hands of an AI-run campaign without enough conversion data to steer it properly.

So we rebuilt the paid strategy around intent. We moved ABRI into Google Search campaigns first, where we could better control the queries, tighten the targeting, remove wasted spend, and prioritize prospects actively searching for financial guidance. From there, we paired the search strategy with local search ads and ongoing listing optimizations, giving ABRI stronger visibility in the moments where nearby prospects were ready to compare, call, or book.

Organically, the goal was to preserve the website's aesthetic and spirit while giving it an AEO facelift. Founder Zack Wallace had a very clear idea of what he wanted the website to be, and we wanted to maintain that vision. Rather than overhauling the site for the sake of overhauling it, we focused on technical AEO improvements across major pages and saved the heavier content work for the blog. There, we improved on-page AEO, added relevant details, and built content around the questions ABRI's target audience was already asking.

After five months of stronger search, local, and website performance, we added Meta ads into the mix. That gave ABRI another channel for qualified demand, without relying on bloated ad spend to force results.

The shift has been meaningful. ABRI is now receiving two to three qualified phone calls a day, something they had not seen before, while spending significantly less than they were during the same period last year.

ABRI did not need louder. It needed a clearer, smarter system. The campaign worked because every part of it was built around intent. Google Search gave us control over the terms ABRI showed up for. Local search ads strengthened their presence with nearby prospects who were ready to act. Meta ads added another layer of visibility and lead generation once the foundation was strong enough to support it.

On the website side, the AEO work gave qualified visitors a clearer path forward. The blog strategy helped answer the real questions prospects were already asking before they reached out. And the listing optimizations helped connect ABRI's visibility across search, local, and paid placements.

Instead of chasing vanity metrics, SZNS focused on the actions that created revenue for the client: better searches, better traffic, better calls, and better-qualified leads. That is what turned ABRI's marketing from scattered visibility into a system built to generate real business.