Case Studies

This work focused on helping a global supplements brand launch and scale its direct-to-consumer paid social efforts. At the start, spend was low, performance was inconsistent, and campaigns were focused on awareness without clear results.

The work centered on restructuring campaigns, shifting budgets toward actions that mattered, improving creative testing, and using broader targeting. Over a few months, spend scaled from under $20K to over $100K per month while improving ROAS and building a stronger pipeline for long-term growth.

 This work focused on helping a media company grow subscribers for a daily newsletter through paid social, with a strict emphasis on efficiency. The primary goal was to increase US-based subscribers at the lowest possible cost, since list size directly impacted affiliate revenue and sponsorship opportunities. Before I joined, Meta spend was limited, cost per lead was high for a newsletter product ($1.50+), and performance felt stalled. Ads were broad, under-tested, and relied heavily on website lead flows instead of formats better suited for newsletter signups.

The work centered on restructuring campaigns to prioritize lower-cost acquisition without sacrificing list quality. Website lead campaigns were deprioritized in favor of Meta Instant Forms, budgets were consolidated, and testing shifted away from formats and audiences toward content themes. Existing website content was repurposed and gated behind forms, replacing generic newsletter messaging with more specific, topic-driven offers.

Within the first month, cost per lead dropped significantly (~65%) while subscriber churn remained stable. As confidence increased, spend scaled from roughly $5K to $15K per month, ultimately driving over 100K new subscribers and turning Meta into a reliable, scalable source of newsletter growth.

This work focused on improving paid social performance for a large fast casual restaurant chain with hundreds of locations across the US. While online ordering existed, it was not the primary driver of revenue. The real goal was to increase dine-in traffic, where average order value was meaningfully higher. Paid social had been running for awareness, but there was little evidence it was driving more customers into physical locations.

Before I joined, Meta spend was already significant, but results were hard to defend. Campaigns generated impressions and traffic, but there were no reliable signals that the ads were influencing dine-in behavior. Offline conversion tracking was not an option, on-site conversion events were limited, and stakeholder patience was wearing thin after a leadership change. The pressure was not to experiment. It was to show impact or risk losing budget.

The work centered on shifting away from low-quality awareness optimizations and toward conversion-style campaigns built around meaningful on-site actions. Campaigns and audiences were consolidated, budget was reallocated toward conversion objectives, and optimization focused on key button clicks that signaled dine-in intent, such as menu views, location searches, and local promo interactions. Creative shifted toward dine-in messaging, family-focused imagery, and less polished assets that felt more grounded. As performance improved, delivery became more balanced– generating more impressions on high-value placements like Instagram (particularly Reels and feed), and toward core target demographics, rather than skewing predominantly toward Facebook and older age groups (65+).

Over time, locations with higher spend and the new optimizations showed noticeable increases in dine-in activity, ranging from roughly 10–30% depending on the market. The account settled into a more stable, repeatable approach, and the result was a clearer framework the brand could continue using to support foot traffic. Paid social moved from a hard-to-justify expense to a channel leadership could stand behind.