How we solved the problem
Context
Paid acquisition was active but unstable, with inconsistent return between campaigns and audiences.
The team needed a repeatable experimentation system instead of one-off optimization attempts.
The challenge
- • High ad spend with fluctuating lead quality and ROI.
- • No reliable visibility into where the funnel leaked intent.
- • Creative and audience tests lacked structure and learning loops.
Execution
1. Rebuilt campaign architecture by funnel intent
- • Split campaigns by awareness, consideration, and conversion objectives.
- • Aligned messaging and landing pages to stage-specific user intent.
2. Operationalized experimentation cadence
- • Introduced weekly testing cycles for creatives, offers, and page variants.
- • Tracked learning velocity, not just winner/loser outcomes.
3. Closed the loop with downstream conversion data
- • Synced CRM qualification signals back into campaign optimization logic.
- • Prioritized spend toward channels driving revenue-quality leads.
What changed
- • Cost per qualified lead reduced by 31% while maintaining volume.
- • ROAS improved 2.2x over a focused 10-week optimization window.
- • Pipeline growth became consistent month-over-month.
What's next
- • Deploy creative fatigue prediction to refresh assets proactively.
- • Extend funnel scoring to include sales cycle velocity.