Real numbers.
Real spend.

Challenge

Client was running a generic roofing advertorial with a static form. CPA had drifted up 35% over Q4. Lead quality was acceptable but volume was unpredictable. Tracking was browser-side only — Meta's reported conversions diverged from the back-end CRM by ~20%.

Approach

• Rebuilt funnel: ad → senior-focused presell → 4-step quiz → form
• Implemented server-side CAPI with full deduplication
• Added 5-layer ClickFlare domain resolver with fallback
• Generated 24 new ad variations across 4 hook×angle pairs
• Tightened audience to homeowners 65+, single-family, ZIP-targeted

Challenge

Offer had product-market fit on a small scale ($2K/day) but every attempt to scale spend collapsed CPA. The bottleneck turned out to be creative variety — the same three hooks were getting fatigued in 5–7 days at higher spend.

Approach

• Built a 5-hook × 4-angle creative grid (20 baseline variations)
• Weekly cadence: 8–12 new ads shipped, ruthless kill criteria
• Parallel Outbrain campaign on the same advertorial for low-CPM scale
• Server-side dedup between Meta and Outbrain to clean attribution
• Ladder spend in 25% steps with stability checks at each tier

Challenge

Net-new telehealth brand with no creative library, no ad-account history, and a compliance-heavy vertical. The ask was: get to predictable lead flow at sub-$50 CPL inside 60 days, without triggering Meta policy issues.

Approach

• Compliance-vetted advertorial copy and ad scripts
• 5-question pre-qualification quiz with progressive profiling
• Scheduler API integration for direct booking handoff
• Server-side CAPI with quiz-step events for richer signal
• Geo-segmented audience build excluding restricted states

Challenge

Client had relied entirely on local search and word-of-mouth for 15 years. Paid acquisition was unfamiliar territory and the lead-handling team was not built for high-volume inbound. Two problems: build the funnel, and build the operational pipe to absorb the volume.

Approach

• Three intent-segmented funnels (replacement / tune-up / emergency)
• ZIP-based CRM routing to nearest dispatch location
• Lead-to-booking handoff SLAs with daily reporting
• Seasonal creative calendar tied to SoCal weather patterns
• Hybrid commercial structure: per-CPL fee + booked-revenue rev-share

Challenge

Meta CPL on a credit-repair offer had crept past viability. Compliance restrictions kept knocking ad accounts down. Client needed a parallel channel that could carry comparable volume without the policy heat.

Approach

• Native-friendly advertorial recut from existing Meta page
• Outbrain section-level optimization via TheOptimizer rules
• Headline matrix: 12 variants tested in week one, 3 winners scaled
• Compliance-vetted disclaimers and CTA wording for native networks
• Server-side CAPI to Outbrain for closed-loop optimization