Delivering recovery with confidence

Background

WRS came to Trunk with a simple but demanding brief: build a predictable growth engine in a sensitive category, and do it in a way that treats people with dignity. The goal was never “more leads at any cost”; it was more of the right cases, proven end-to-end.

Following a detailed consultancy phase to build a clear picture of the business, we set clear targets from day one, focussed building a qualified pipeline, optimising outcomes and ultimately generating accepted cases.

Approach

We were speaking to people who had been defrauded or believed they had. They are anxious, sceptical and highly alert to red flags. Decisions are cautious and often shared with family. Winning here means earning trust quickly without overpromising. Our strategy put trust before transaction. We chose plain English over pressure, explained the recovery process step by step, set realistic timelines and led with credibility signals rather than hype.

Channel roles were defined with intent: Google and Performance Max to capture high-intent search across scam types and recovery queries; Microsoft to extend efficient coverage where competition and CPCs were lower; Meta to scale compliant discovery and to re-engage people who bounced before they were ready to talk. Crucially, we would optimise to qualified cases in CRM, not just cheap form fills, so creative, audiences and bidding all learned from the signals that actually mattered.

Implementation

The digital marketing strategy involved constructing a comprehensive measurement framework using server-side tracking to observe multi-touch journeys and ActionStep for outcome recording. Zapier facilitated syncing accepted outcomes back to ad platforms, promoting automated bidding focused on quality. A consolidated dashboard unified marketing and case data, optimising team collaboration.

Search was refined around scam typologies and user intent, employing exact/phrase and Performance Max for expanded reach. On Meta, empathy-first creative strategies were compliant, featuring calm messaging and short explainers for discovery.

Sequential remarketing enhanced engagement, paired with deliberate UX and creative decisions emphasising reassurance and clear next steps. Site enhancements included faster load times and coordinated operations. Compliance was integral, using pre-approved content and structured ads, minimising disapprovals and maintaining campaign consistency.

The results

Against the objectives above, the programme exceeded plan and sustained performance. Qualified pipeline far surpassed target. Channel contribution reflected the roles we set: Google including Performance Max delivered 58% of qualified cases, Microsoft 14%, and Meta contributed 28% as assisted touchpoints that improved conversion on return visits.