The Obstacles
The agency was in a difficult spot with one of their key accounts—a Commercial & Residential Floor Safety Business. The client wanted to scale their lead volume, but every time the agency tried to push more budget into the account, performance collapsed.
The account was failing to spend its allocated budget effectively, and whenever spend did increase, the cost-per-lead (CPL) spiked to unsustainable levels. The agency team was over-leveraged and needed a specialist to step in, fix the underlying structural issues, and unlock the growth they had promised the client—without the client ever knowing an external partner was involved.
The Strategy
I plugged into the agency’s workflow to diagnose and rebuild the account from the ground up. My focus was on technical stability and scalable architecture:
Infrastructure Audit: I conducted a deep-dive conversion audit and launched new, high-converting landing pages to ensure no spend was wasted on poor user experiences.
Structural Rebuild: The existing setup was messy. I separated the account architecture to support multiple domains, allowing for cleaner data tracking and more specific targeting strategies.
Budget & Bid Optimization: I overhauled the Target CPA (tCPA) settings and refined the budget allocation. This ensured that the account could finally spend its full daily limit without the "scaling penalty" of rising costs.
Continuous Testing: I implemented a rigorous A/B testing framework for ad copy and landing page elements to consistently improve lead quality while the volume increased.
The Results
By handling the heavy lifting behind the scenes, I delivered the following results for the agency’s client:
34% Increase in Conversions: Total lead volume grew significantly while keeping acquisition costs stable.
2.8x ROAS: Maintained a healthy return on ad spend, even as we pushed the budget to new heights.
Reliable Scaling: The "spend ceiling" was removed, allowing the agency to successfully manage a much larger budget with total confidence.
Seamless Delivery: The agency looked like heroes to their client, while I remained a silent partner, providing the technical execution they didn't have the time to manage in-house.