Healthcare
Planning & Strategy
Campaign Management
Outcome Reporting
United Kingdom
2025
Consultus Care is a long-established provider of live-in care and nursing services in the UK, supporting families with high-quality, personalised live-care and nursing at home.
Summary
Consultus Care approached NovaStory with a clear goal: to improve the efficiency and effectiveness of their lead-to-close pipeline. While lead volumes were strong, there was limited visibility into how those leads converted into revenue - making it difficult to scale with confidence.
As a high-touch care provider operating in a competitive market, Consultus needed more than lead generation. They needed a partner who could align advertising with commercial outcomes, tighten the connection between media and revenue, and build a system that turned enquiries into booked hours - reliably and at scale.
With deep expertise in service-based lead generation and a track record of building performance infrastructure for complex funnels, NovaStory was brought in to help bridge that gap.
Challenge
Despite consistently strong lead volumes, Consultus didn’t yet have full visibility between advertising activity and downstream outcomes like closed business revenue or client lifetime value.
The journey from first enquiry to confirmed care booking involved multiple teams and touch points, but without a fully connected funnel or centralised data flow, it was difficult to track how leads progressed - or to identify which campaigns were driving the most valuable outcomes.
Much of the process relied on manual handovers and siloed systems, which made it harder to consistently follow up, prioritise high-intent leads, or understand which levers were driving growth. This created a challenge not of performance, but of visibility - limiting their ability to scale confidently and invest in what was working best.
Solutions
To solve this, we designed a tightly connected funnel strategy - one that supported not just lead generation, but full-funnel visibility and conversion.
We rebuilt Consultus’ campaign structure from the ground up, ensuring that every part of the journey - from the initial click to qualified lead - was aligned with real sales outcomes. This meant refining audience targeting, restructuring campaigns around clearer performance signals, and introducing new measurement frameworks tied directly to commercial goals.
On the operational side, we streamlined how leads were captured and handed off. We redesigned forms to qualify intent more effectively, ensured clean data passed directly into their CRM, and introduced new automations to reduce manual handling and improve speed to contact. By integrating tracking across each touchpoint, the team could finally see how marketing activity contributed to real bookings - and which campaigns deserved reinvestment.
As a result, Consultus not only saw a measurable lift in lead quality and conversion rates - they gained clarity on the true revenue impact of their ad spend. For the first time, they were able to trace marketing efforts through to closed bookings and understand which campaigns were delivering the highest return. This shift in visibility has driven more confident budget decisions and significantly improved profitability, with a return on ad spend exceeding 10X in the first half of 2025 - translating into hundreds of thousands in incremental revenue and a more scalable model for future growth.