Project: Strategic Performance Marketing—Optimized for Scalable Growth
The goal
Transform paid media into a profitable growth driver
Its challenge
Paid media broke even at 25% COS%, with 75% allocated to full-funnel social, competing with brand assets on META for the upper-funnel audience.
Delivered
Revamped paid media program, including paid search and paid social, leveraging existing customer profiles and performance data to uncover gaps and identify growth opportunities
Refreshed creative aligned with the customer journey and various, differentiated target audiences, featuring call-to-action buttons designed to signal a clear bias for action.
Strategy development
Create a data-driven, cost-effective paid media strategy by aligning with strategic priorities, refining the target audience, and lowering COS below 12%.
The results
Reduced overall paid media COS from 25% to 9%.
Optimized paid media mix: 60% paid search, 40% paid social.
Identified a new opportunity segment that yielded 5% COS, outperforming the previous targeted audience at 17% COS.
A/B tested a new opportunity segment, generating $150K in sales from a $5K spend after one month.
Refined funnel handoff with the brand team, removing redundancies.
