Iron Sheepdog / Growth System

Broker acquisition system.

Iron Sheepdog needed a clearer way to attract, route, and track broker demand across multiple sales territories. The work connected paid search, localized landing pages, CRM routing, sales visibility, and reporting into one acquisition system.

Role

Marketing strategy, creative direction, campaign structure, Webflow direction, CRM workflow planning.

Outputs

Territory landing pages, broker campaign structure, lead routing, search intent mapping, KPI reporting.

Tools

Webflow, GoHighLevel, Google Ads, Looker Studio, GA4, CRM workflows.

System Type

Growth, acquisition, local search, lead routing, reporting.

The Problem

It was not just a traffic problem.

Broker acquisition depended on several disconnected parts: search terms, localized pages, sales territories, routing rules, CRM ownership, and reporting. If one part failed, the whole system got noisy.

The challenge was to create a structure that could handle location-based intent, territory-specific sales coverage, broker messaging, and lead visibility without turning the marketing system into a pile of duct tape.
The System Built

Search intent to sales follow-up.

01

Territory Pages

Localized landing pages built around broker demand, sales coverage, and regional relevance.

02

Campaign Structure

Paid search organized by territory, intent, and broker-specific acquisition priorities.

03

CRM Routing

Lead ownership logic mapped to sales territories so the right rep gets the right inquiry.

04

Reporting Logic

KPI structure to connect spend, form fills, lead quality, and broker conversion visibility.

05

Search Cleanup

Search term review and negative keyword strategy to cut irrelevant traffic and wasted spend.

06

Messaging System

Broker-facing page structure that makes the value clearer across multiple regions.

Why It Matters

A growth system beats a pile of campaigns.

The work gave the team a clearer path from search intent to sales follow-up. It also created a scalable structure for expanding into additional territories without rebuilding the strategy from scratch.

The point was not more ads, more pages, or more reports. The point was a connected acquisition system that could be improved over time.

Bring me the messy part.

Start a Conversation →