Paid Media Transformation

Bringing paid media in-house and managing performance against qualified leads, new clients, and acquisition cost.

+188%

Qualified paid leads

+88%

New-client acquisition

~50%

Reduction in acquisition costs

The Challenge

Paid media reporting focused heavily on platform metrics. That made it difficult to see which campaigns were producing qualified prospects and retained clients, and which were only producing inexpensive leads.

What I Did

Brought paid media management in-house and took direct ownership of strategy, budget allocation, campaign structure, testing, and optimization.
Connected advertising data with CRM and attribution data so campaign performance could be reviewed against qualified leads, consultations, retained clients, and acquisition cost.
Shifted spend toward campaigns and audiences producing stronger downstream results.
Built a reporting framework that gave leadership a clearer view of paid media performance and budget efficiency.

Business Impact

Qualified paid leads increased 188%, new-client acquisition increased 88%, and acquisition costs decreased approximately 50%.

Paid media decisions were then based on business outcomes recorded in the CRM, not only on ad-platform conversion data.

My Role

I led the move from outsourced to in-house paid media management, set the measurement approach, and connected campaign decisions to CRM and attribution data. I also managed budget allocation and performance reporting.

Tools & Systems

Google Ads • HubSpot • CallRail • CRM Attribution • Executive Reporting

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