Marketing Consultants: Worth the Cost?

Marketing is an ever-shifting terrain, and the need for experienced and consultants has never been greater. With platforms changing algorithms faster than you can say “return on ad spend” and consumer behavior becoming increasingly unpredictable, can businesses really afford to navigate this maze alone?

Let’s break down a real-world example. Last year, we worked with “Sweet Stack Creamery,” a local ice cream shop with three locations in the Virginia-Highland neighborhood and along the BeltLine’s Eastside Trail here in Atlanta. They wanted to increase brand awareness and drive more foot traffic during the summer months. Sweet Stack had been attempting to manage their own marketing, but results were… lukewarm, to say the least.

Their initial budget was $10,000 for a two-month campaign (June-July 2025). Their in-house attempts had yielded a Cost Per Lead (CPL) of around $15 and a Return on Ad Spend (ROAS) of only 1.5x. Not sustainable. They needed a boost.

The Strategy:

We knew we needed a multi-pronged approach focusing on hyper-local targeting and visually appealing creatives. We decided on a dual-platform strategy using both Google Ads and Meta Ads.

• Google Ads: We focused on search ads targeting keywords like “ice cream Atlanta,” “dessert near me,” and “[Neighborhood] ice cream.” We also implemented location extensions to drive traffic to the nearest Sweet Stack location. We also set up a small Display campaign targeting users who had visited competitor locations, using enticing images of Sweet Stack’s signature sundaes.
• Meta Ads: Here, we went visual. We created a series of short video ads showcasing the ice cream-making process, customer testimonials, and mouth-watering shots of their most popular flavors. We targeted users within a 5-mile radius of each Sweet Stack location, focusing on demographics interested in food, dining, and local businesses. We also ran a “limited time offer” campaign featuring a discount for first-time customers who showed the ad at the counter.

The Creative Approach:

The key here was authenticity. We didn’t want overly polished, generic ads. We wanted to capture the fun, quirky vibe of Sweet Stack Creamery. We used user-generated content (with permission, of course!) and shot some casual, behind-the-scenes footage. The ad copy was conversational and playful, avoiding marketing jargon. One of our best-performing Meta Ads featured a time-lapse video of one of their employees building a massive ice cream sundae, set to upbeat music.

The Targeting:

This is where the and consultants expertise really shined. Instead of broad demographic targeting, we used granular location targeting within Meta Ads. We created custom audiences based on website visitors and email subscribers. In Google Ads, we leveraged remarketing lists for search ads (RLSA) to target users who had previously visited the Sweet Stack website but hadn’t made a purchase. The precision of the targeting allowed us to significantly reduce wasted ad spend.

What Worked:

• Video Ads on Meta: These were the clear winners. The engaging visuals and targeted delivery resonated with the local audience.
• Hyper-Local Google Ads: Targeting specific neighborhoods with tailored ad copy proved highly effective in driving foot traffic.
• Limited-Time Offer: The discount for first-time customers incentivized trial and generated buzz.

What Didn’t:

• Display Ads on Google (Initially): The initial iterations of the display ads were underperforming. The click-through rate (CTR) was low, and the cost per acquisition (CPA) was high.
• Broad Keyword Targeting: Some of the broader keywords in Google Ads, like “ice cream,” attracted irrelevant traffic.

Optimization Steps:

This is where constant monitoring and adjustments were crucial. We didn’t just “set it and forget it.” We were in the trenches daily, analyzing the data and tweaking the campaigns.

• Display Ad Revamp: We completely overhauled the display ads, focusing on higher-quality images and more compelling ad copy. We also narrowed the targeting to focus on users who had shown interest in specific ice cream flavors.
• Keyword Refinement: We added negative keywords to filter out irrelevant search queries in Google Ads. We also expanded the keyword list with more specific, long-tail keywords.
• A/B Testing: We ran A/B tests on both Meta Ads and Google Ads, experimenting with different headlines, ad copy, and call-to-action buttons. We used Google Ads’ built-in A/B testing functionality to directly compare different variations.
• Bid Adjustments: We continuously adjusted bids based on performance data, increasing bids for high-performing keywords and decreasing bids for underperforming ones.

The Results:

After two months, the results were impressive.

| Metric | Initial Results (In-House) | Final Results (with Consultants) | Improvement |
| ——————- | —————————- | ——————————— | ———– |
| Budget | $10,000 | $10,000 | – |
| Duration | 2 months | 2 months | – |
| CPL | $15 | $8 | 47% |
| ROAS | 1.5x | 3.2x | 113% |
| CTR (Meta Ads) | 0.8% | 1.5% | 88% |
| Impressions (Total) | 500,000 | 650,000 | 30% |
| Conversions (Total) | 667 | 1250 | 87% |
| Cost Per Conversion | $15 | $8 | 47% |

Sweet Stack saw a significant increase in foot traffic and sales. Their brand awareness soared, and they gained a loyal following on social media. The ROAS more than doubled, proving the value of strategic and consultants management.

I had a client last year who was convinced that “marketing is marketing” and that their internal team could handle everything. They were spending a fortune on ads with little to show for it. It took a lot of convincing, but they finally agreed to bring in a consultant specializing in their industry. Within three months, their sales increased by 40%. Sometimes, an outside perspective is exactly what you need.
Perhaps you should also consider if your Atlanta Biz marketing is a black hole.

According to a recent IAB report, digital ad spend continues to climb, but so does the complexity of the ecosystem. This means that simply throwing money at ads is no longer a viable strategy. You need expertise, data-driven insights, and a willingness to adapt.

Here’s what nobody tells you: even the best marketing strategy needs constant tweaking. Algorithms change, consumer preferences shift, and what worked last month might not work this month. That’s why ongoing analysis and optimization are so critical.

While a great marketing team is invaluable, there are times when bringing in outside and consultants can be a game-changer. Maybe your team lacks expertise in a specific area, or perhaps you need a fresh perspective. Whatever the reason, don’t be afraid to seek outside help.

The bottom line? Marketing in 2026 requires a strategic, data-driven approach. If you’re not seeing the results you want, it might be time to bring in reinforcements. Don’t just throw money at the problem; invest in expertise. A strategic analysis can also help you understand where you are going wrong.

So, what’s the single most important thing you can do right now? Audit your current marketing campaigns. Identify areas where you’re underperforming and then seek out and consultants who can help you bridge those gaps. Your bottom line will thank you. Senior managers can also benefit from AI-powered marketing.