The Brief
The client was burning significant capital on broad audience prospecting. Customer acquisition cost had spiked to an unsustainable $142.50 per customer.
Ad creative had fatigued after three months of repetitive messaging. Leadership needed a predictable channel to acquire enterprise accounts.
What I Did
Creative Flywheel Architecture
We established a weekly creative testing cadence across three distinct value propositions. Winning hooks were promoted to primary spend pools within 48 hours.
Audience Segmentation Rebuild
We built high-LTV seed cohorts based on verified customer renewal data. Lookalike thresholds were tightened from 5% to a strict 1% match.
Conversion Rate Optimization
We rebuilt the mobile landing pages to eliminate unnecessary form fields. Page load speeds improved from 3.8 seconds down to 1.1 seconds.
The Numbers
All metrics were independently audited and reconciled against backend Stripe sales records.
| Performance Metric | Before Sprint | After Sprint | Net Change |
|---|---|---|---|
| Cost per Acquisition (CPA) | $142.50 | $75.20 | -47.2% |
| Monthly Qualified Leads | 320 | 985 | +207.8% |
| Outbound Click-Through Rate | 1.15% | 2.84% | +146.9% |
| Landing Page Conversion | 3.2% | 8.6% | +168.7% |
What I Would Do Differently
In hindsight, I would run server-side Conversion API tracking from day one. Early attribution was distorted before implementing the full Conversions API.
Suraj Rana • Performance Post-Mortem