All Work
Internal Tool · A-16 · v0.4
RouteOne
Turn quote requests into routes the business actually wants. Flight Routesv0.4 / LAB
MSQDXB
ROUTE SCORE86CAPACITY + MARGIN
THE PROBLEM WE ADDRESSWhich route has capacity, margin and qualified demand at once?
01Modelled business scenarioCompany and figures are fictional
02Working mechanismFlight Routes
03Modelled outcomeFor commercial orientation
MODELLED BUSINESS SCENARIO
Send sales only freight requests worth quoting.
BUDGET$22,000 media / monthPERIOD10-week model
Modelled with route, load, timing and capacity qualification.
BUSINESS MODEL
What is sold and where the problem starts.
Send sales only freight requests that match route, load, timing and available carrier capacity.
Generic quote forms created slow manual triage and many requests the network could not serve profitably.
Reduce viable-route CPA below $70 and answer quote-ready requests in under 30 minutes.
THE EXPERIMENT STORY
Managers priced routes the company never wanted to win.
This narrative uses a modelled scenario. The company, budget and outcomes are fictional; the diagnostic and operating logic show how a real engagement would unfold.- 01
01 / THE BRIEF The first symptom was not inside the ad account.
Broad freight campaigns produced a healthy stream of quote requests. Inside the shared inbox, teams discovered unprofitable lanes, missing cargo details and impossible pickup windows. Media bought demand faster than operations could disqualify it.
Regional freight brokerage was selling road freight and urgent loads across Central and Eastern Europe. The model was quote-based b2b service. On the surface, the brief sounded direct: Send sales only freight requests that match route, load, timing and available carrier capacity.
- MODEL
- Quote-based B2B service
- 02
02 / WEEK ONE Bad routes
Generic quote forms created slow manual triage and many requests the network could not serve profitably. The trap was that isolated metrics still looked acceptable: Route ad CTR was 1.12%, quote cpc was $3.72, and viable-route cpa was $96.
Broad search bought requests outside profitable lanes. That changed the diagnosis. The issue was not one toggle inside an ad account; it was what the system counted as success and which signal reached the team. The work had to connect media to the outcome that actually created business value.
- Viable-route CPA
- $96 → <$70
- 03
03 / THE TURN Let profitable lanes, live capacity and sales rules shape the brief before a quote reaches a manager.
The first decision was “Lane campaigns.” Separate high-capacity lanes, urgent freight and specialist loads. It was followed by “Smart brief”: Collect origin, destination, dimensions, timing and documents before routing.
Connected current lane priorities and excluded or repriced weak routes. Once the measurement logic was shared, the team could see what to stop, what needed a different message, and where the real constraint sat in the page, lead handling or product availability rather than traffic.
- FIRST DECISION
- Lane campaigns
- 04
04 / THE BUILD Your route, answered now: lead with exact lanes and a realistic response promise.
Your route, answered now: lead with exact lanes and a realistic response promise. The production plan became 20 lane statics, 8 service explainers, an adaptive quote brief and capacity-aware pages. The tests were not about abstract taste; they covered lane, response time, special load, customs support, shipment size and reliability proof.
The journey was assembled as one chain: Lane-specific ad → Adaptive freight brief → Capacity check → Sales-ready quote. Google Search, LinkedIn, Microsoft Ads, Industry media no longer lived in separate reports, while CRM, GA4, Route API, Document OCR, Telegram / Slack alerts connected spend, behaviour and the final outcome. Automated qualification, owner assignment and response alerts.
- SYSTEM
- 4 channels · 5 tools
- 05
05 / THE DECISION B2B lead generation becomes valuable when the form behaves like the first competent operator.
In the model, route ad ctr moved from 1.12% to 1.93%, viable-route cpa from $96 to $61, and quote-ready leads reached +47%. These are not promises; they make the decision thresholds explicit before real data enters the system.
Weeks 8–10: Optimize to quoted and won freight. The main conclusion reached beyond a single campaign. The form became part of operations: it filtered demand, matched capacity and shortened the first commercial response. That is the logic a real engagement would retain, using the client's actual evidence, constraints and accountable decision makers.
- Quote-ready leads
- +47%
KPI / CTR / CPC / CPA
Not one vanity percentage. The full metric chain.
Every figure in this section is modelled to demonstrate the scenario economics.01Route ad CTR
- BEFORE
- 1.12%
- TARGET
- 1.70%
- MODEL
- 1.93%
Lane relevance
02Quote CPC
- BEFORE
- $3.72
- TARGET
- <$3.00
- MODEL
- $2.64
Cost of business intent
03Viable-route CPA
- BEFORE
- $96
- TARGET
- <$70
- MODEL
- $61
Qualified request cost
04Response time
- BEFORE
- 3.2h
- TARGET
- <30m
- MODEL
- 22m
Sales speed
05Quote-ready leads
- BEFORE
- Base
- TARGET
- +35%
- MODEL
- +47%
Usable sales volume
STRATEGY
Four decisions that change the economics.
- 01Lane campaigns
Separate high-capacity lanes, urgent freight and specialist loads.
- 02Smart brief
Collect origin, destination, dimensions, timing and documents before routing.
- 03Capacity match
Check current carrier and margin feasibility automatically.
- 04Response automation
Create the CRM record, notify the right manager and draft the first reply.
CREATIVE IDEA
Your route, answered now: lead with exact lanes and a realistic response promise.
20 lane statics, 8 service explainers, an adaptive quote brief and capacity-aware pages.
Lane, response time, special load, customs support, shipment size and reliability proof.
PATH TO OUTCOME
- 01Lane-specific ad
- 02Adaptive freight brief
- 03Capacity check
- 04Sales-ready quote
WHAT DID NOT GO TO PLAN
Problems are part of the work. So are the fixes.
Bad routes
PROBLEM
Broad search bought requests outside profitable lanes.
FIX
Connected current lane priorities and excluded or repriced weak routes.
Slow handoff
PROBLEM
Even good requests waited in a shared mailbox.
FIX
Automated qualification, owner assignment and response alerts.
OPERATING CADENCE
What happens while the project runs.
- 01Weeks 1–2
Map profitable lanes and sales rules.
- 02Weeks 3–4
Build adaptive brief and routing.
- 03Weeks 5–7
Launch lane campaigns.
- 04Weeks 8–10
Optimize to quoted and won freight.
MAIN TAKEAWAYThe form became part of operations: it filtered demand, matched capacity and shortened the first commercial response.
This demonstrates how we think — it does not fabricate a case study.
Discuss a Similar Solution This is not a client result; the numbers are sample data. For your project, we adapt the solution, tools and measurement to the task and budget.