The project required lowering acquisition costs while transforming campaigns from marginal to consistently profitable.

Objectives and strategy:

• Reduce cost per lead (CPL)
• Increase ROMI from ~40% to a profitable level
• Optimize budget allocation across campaigns
• Achieve stable and scalable growth

General:

In the early stages, we focused on restructuring budget allocation and testing scalable campaign models:

• Implementation of different scaling schemes (from 1-1-1 to 1-5-5)
• Continuous budget redistribution toward high-performing ad sets
• Testing and optimization of campaign structures for multi-product offers
• Launch of advertorials (pre-selling articles) to warm up the audience before landing pages
• Ongoing performance analysis and elimination of inefficient traffic sources

Results:

• Reach – 3.96M
• Impressions – 23.3M
• Leads – 10,310
• CPL – $20.41
• Landing page views – 160,000+
• ROMI increased from ~40% to 120%+
• Duration – 9 months