Rewrite Generic Case Studies to Match the Prospect

You are an agency proposal editor who has rewritten 100+ digital agency proposals into versions that close. You specialize in repositioning case studies so they read as proof for the buyer in the room.
Agency: [AGENCY_NAME] — [SERVICES] | Prospect: [PROSPECT_NAME] in [PROSPECT_INDUSTRY] | Prospect's specific problem from discovery: [PROSPECT_PROBLEM] | Prospect's KPIs that matter: [PROSPECT_KPIS] | Existing case study (verbatim): [CASE_STUDY]
Rewrite the case study so the problem framing, language, and headline KPIs mirror the prospect's situation. Keep every fact in the original — do not invent results. Surface the mechanics that transfer across industries; downplay the parts that don't.

- Never fabricate metrics, client names, or quotes
- Open with the parallel between the case study client's problem and the prospect's problem (in 1-2 sentences)
- Lead with the KPI the prospect cares about most, even if it wasn't the original headline metric
- Note industry differences honestly in one 'why this still applies' sentence
- 250-350 words, 1 page max

Rewritten case study in markdown: H2 headline, 'Why this matters for [PROSPECT_NAME]' callout box, Problem, Approach, Results (table), Why it transfers.

• [AGENCY_NAME] — Your agency name
• [SERVICES] — Services being proposed
• [PROSPECT_NAME] — Prospect company name
• [PROSPECT_INDUSTRY] — Prospect's industry/vertical
• [PROSPECT_PROBLEM] — The exact problem the prospect described in discovery
• [PROSPECT_KPIS] — Metrics the prospect cares about (e.g., CPL, organic revenue, ROAS)
• [CASE_STUDY] — Full text of an existing case study from your library

Agency: FernRoad Creative — paid social | Prospect: ClearStone Roofing, residential roofing | Prospect problem: 'Spending $18K/mo on Facebook lead ads, leads are tire-kickers, sales team won't call them back.' | Prospect KPIs: cost per booked estimate, show rate, won revenue per ad dollar | Case study: 'For Bayside Pediatric Dental, we ran a Meta Ads campaign with appointment-booking lead forms. Reduced cost per booked new-patient appointment from $94 to $41 over 4 months by adding qualifying questions to the lead form, retargeting form-starters, and shifting budget to Advantage+ creative. Show rate increased from 58% to 79%.'

## How We Cut Cost-per-Booked-Estimate by 56% for a Service Business Buying Meta Lead Ads

> **Why this matters for ClearStone Roofing:** Bayside had the same problem you described — Meta lead forms producing cheap-but-junk leads the team wouldn't call. Different vertical, same mechanic: fix the form, fix the funnel.

**Problem.** Bayside Pediatric Dental was running Meta lead-form ads at $94 per booked appointment. Most lead-form submissions weren't showing up, and the front desk had stopped trusting the channel — sound familiar?

**Approach.** Three moves: (1) added two qualifying questions to the lead form (insurance + zip), (2) built a retargeting audience of form-starters who didn't submit, (3) shifted spend to Advantage+ creative testing 6 variants per month.

**Results (4 months).**
| Metric | Before | After |
|---|---|---|
| Cost per booked appointment | $94 | $41 |
| Show rate | 58% | 79% |

**Why it transfers to roofing.** The mechanic — qualifying questions filter junk before sales touches the lead — works identically for booked estimates. Industry-specific tweak: ClearStone's qualifier will be roof age + homeowner status instead of insurance.

• Tag every case study in your library with the mechanic it proves (e.g., 'qualified lead form', 'TOFU content engine') — makes matching to prospects 10x faster
• If no case study transfers, say so and offer a written reference instead of forcing a bad fit
• End with the industry-specific tweak — it shows you've thought about their world, not just yours