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Loading…/// case study / consumer health
Rebuilt the conversion API + creative testing cadence and pulled CAC down while volume scaled.
/01/ blended roas
0.0×/02/ added pipeline
$0.0M/03/ cpl
$0.00/// the challenge
Spend was up 38% quarter over quarter, but ROAS had been bleeding for three months and the in-house team could not isolate why. The pixel was double-firing on a third of purchase events, the conversion API was deployed but never verified, and the agency on retainer was shipping three new creatives a week into a Meta account that needed thirty.
/// our approach
Treat the account like a system, not a dashboard. Fix the signal first — server-side CAPI rebuild, event dedupe, parameter quality up to 9.4 — before touching a single bid. Stand up a creative engine that could produce 12+ tested concepts a week from a modular brief library. Then run the account on a daily cadence with a written decision log so nothing died in someone's head.
/// execution
Not the full backlog. The three decisions the result actually hung on.
Rebuilt the Conversions API end-to-end with server-side events deduped against the pixel, then verified parameter quality at 9.4/10 across the funnel before any bid changes were made.
Stood up a creative testing rig: modular brief library, batched UGC shoots every two weeks, and an AI-assisted edit pass producing 14 variants per week against a documented hook-angle-CTA matrix.
Restructured the account into Advantage+, prospecting, retargeting, and creative-test campaigns, and ran a daily drilldown with the brand team — winners scaled within 48 hours, losers archived without ceremony.
/// the result
ROAS climbed from 1.7× to 4.1× over the 90-day engagement while spend grew 38% in the same window. Cost per lead dropped 54%. The brand attributed $2.4M of incremental pipeline directly to the new creative engine and signal layer — and the in-house team kept the cadence running after handover.
/// in their words
“We had agencies before. We had not had a system before. Inside two weeks the dashboard told the truth, and inside two months the P&L did too.”
/// stack
30-minute call. We’ll map the unlock. No deck.