Services · B2B
−58%cost per lead
- −69%brand campaign cost per lead
- 158%→60%of the weekly spend cap
Cost per lead had risen ninefold, and every fix so far had pushed it higher.
What I changed
- Set bid targets from what the client could pay per lead
- Cut waste spread thinly across 3,000+ search terms
- Brought budgets down in stages so leads kept coming
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Medical aesthetics devicesDevice maker, North America
Ecommerce
+20%revenue on 7% more spend
- 14.8×→16.6×return on ad spend
- 18×all-time high, reached along the way
A catalogue of more than 10,000 products. The job was to grow revenue and keep it profitable.
What I changed
- Tuned bidding and budgets toward the best-returning products
- Audited and fixed the product feed across 10,000+ products
- Expanded into new platforms once the core was efficient
Vitamins and supplementsOnline store, Australia
Services · B2C
−39%cost per lead
- +73%more leads
- 4×phone enquiries
Six procedure campaigns were competing with each other and paying for people only researching prices.
What I changed
- Merged six campaigns into one, with a cost target per procedure
- Cut price-research searches that almost never booked
- Weighted the account toward high-intent calls
Cosmetic surgeryClinic, Melbourne
Ecommerce
+15%revenue on 4% more spend
- +20%orders
- 12.8×→14.1×return on ad spend
A mature account with about 100 old campaigns, where branded searches carried most of the revenue.
What I changed
- Rebuilt reporting on one purchase source
- Cut brand search spend 39% while its return went up
- Grew a new product range’s revenue 3.9×
Commercial kitchen equipmentNational retailer, Australia
Services · B2C
+22%more referrals
- −5%cost per referral
- 4,217referrals generated
About 60 campaigns across six therapy services, where budgets kept changing and reporting counted the wrong things.
What I changed
- Grew the best early-intervention campaign 2.4×
- When budgets were cut, removed the worst spend first
- Fixed tracking so bidding chased real referrals
NDIS allied healthNational provider, Australia
Services · B2C
33,000+online sign-ups
- +51%social sign-ups vs plan
- −50%search cost per lead
Insurance usually sells on fear, and few young people buy it. The brief was online sign-ups from people aged 25 to 40.
What I changed
- Paired a webisode series with lead forms on every channel
- Ran sign-up campaigns across Facebook, Google and YouTube
- Kept social cost per sign-up below the agency benchmark
Life insuranceInsurer, Pakistan
Ecommerce
+24%revenue on flat ad spend
- −12%cost per order
- +49%peak-season revenue
Return on ad spend had slumped, and the client wanted profitable growth back on the same budget.
What I changed
- Cut competitor spend 85% (it returned almost nothing)
- Split shopping ads by category: stools revenue grew 3.4×
- Grew brand revenue 64%
Commercial furnitureOnline store, New Zealand
Services · B2C
2,565leads from 36 campaigns
- $51average cost per lead
- $35per lead, best clinic campaign
Every clinic and service had its own new-client target each quarter, spread across 36 campaigns.
What I changed
- Rebuilt all 36 budgets around each clinic’s quarterly target
- Fixed campaigns aimed at the wrong suburbs
- Moved social spend into retargeting and assessments
Paediatric therapyClinic network, six states
Services · B2B
−47%cost per candidate
- 2.7×more candidates
- 3.2×more job applications
The client needed more qualified clinicians applying across six states, without paying more for each one.
What I changed
- Rebuilt experienced and graduate roles around what converted
- Stopped ads showing for unrelated childcare searches
- Gave each channel one job: applications or reach
Healthcare recruitmentNational healthcare group, Australia