Performance Marketing
Full-Funnel Marketing Automation
Designed and optimized paid acquisition campaigns with data-led experimentation and AI-assisted insights.
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.
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.
Solution
Rebuilt campaign architecture by funnel intent
- Split campaigns by awareness, consideration, and conversion objectives.
- Aligned messaging and landing pages to stage-specific user intent.
Operationalized experimentation cadence
- Introduced weekly testing cycles for creatives, offers, and page variants.
- Tracked learning velocity, not just winner/loser outcomes.
Closed the loop with downstream conversion data
- Synced CRM qualification signals back into campaign optimization logic.
- Prioritized spend toward channels driving revenue-quality leads.
Outcomes
- 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.
Next Steps
- Deploy creative fatigue prediction to refresh assets proactively.
- Extend funnel scoring to include sales cycle velocity.
Why It Matters
Marketing automation is most valuable when it compounds learning speed, not just ad delivery speed.