Case studies

The constraint, the change, and what happened next.

Every account has one thing holding it back, and it's rarely the thing people assume. These write-ups describe what we found, what we changed, and how it played out. Client-specific figures are shared on a call with the client's permission.

DTC • Meta + Email

Scaling a single winning ad into a full creative system

The situation

One ad was carrying the entire account. It had been running for months, performance was slowly decaying, and every attempt to increase budget made the return drop. The team assumed they had a bidding problem.

What we found

They didn't have a bidding problem, they had a creative supply problem. There was nothing in the account capable of replacing the winner when it fatigued, and the campaign structure was splitting budget across too many ad sets for any of them to exit the learning phase.

What we changed

We consolidated the account into a clean prospecting and testing structure, then stood up a weekly creative cadence built around the angles that made the original ad work. In parallel we built lifecycle flows so paid traffic that didn't convert on the first visit had somewhere to go.

Outcome

  • → A repeatable creative pipeline replaced dependence on one ad
  • → Budget could increase without the return collapsing
  • → Email flows began recovering revenue from existing paid traffic

Specific spend, ROAS, and revenue figures are shared on a call with the client's permission.

Local services lead generation case study

Local services • Meta Lead Ads

Fixing a lead engine that produced volume but no booked jobs

The situation

Cost per lead looked excellent on paper. The sales team was drowning in form fills and almost none of them turned into booked work, so the ads were widely assumed to be failing.

What we found

Two problems stacked on top of each other. The instant form had no qualifying questions, so it collected anyone willing to tap twice. And the average time between submission and first contact was over a day — by which point the prospect had already called a competitor.

What we changed

We rewrote the creative to set expectations about price and scope up front, added qualifying questions that filtered out tire-kickers, and built an automated first-touch sequence so every lead got a text and email within minutes of submitting.

Outcome

  • → Cost per lead rose; cost per booked job fell
  • → Speed to first contact dropped from over a day to minutes
  • → Sales time redirected to leads that could actually close

Specific lead volume and close-rate figures are shared on a call with the client's permission.

TikTok ads channel expansion case study

E-commerce • TikTok

Opening TikTok as a second channel without cannibalizing Meta

The situation

Meta was profitable and close to its practical ceiling. The brand wanted a second channel but had been burned by a previous TikTok attempt that reported strong in-platform numbers while total revenue stayed flat.

What we found

The earlier attempt had run repurposed Meta creative and claimed credit for conversions Meta had already generated. In-platform reporting looked great. Incremental revenue was close to zero.

What we changed

We built a separate native creative library with sourced creators, launched on a capped test budget with success thresholds agreed in advance, and measured against a blended revenue baseline rather than platform-reported conversions.

Outcome

  • → Channel decision made on incremental revenue, not platform-reported ROAS
  • → Native creative library reusable across organic and paid
  • → Meta performance unaffected during the test

Specific spend and incrementality figures are shared on a call with the client's permission.

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