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, the real goal was to increase dine-in traffic, where average order value was meaningfully higher. Paid social had been running primarily for awareness, with little evidence it was driving 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 tying ads to dine-in behavior. Offline conversion tracking was not an option, on-site conversion events were limited, and patience was wearing thin after a leadership change. The pressure was not to experiment, but 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 signals tied to dine-in intent, such as menu views, location searches, and local promo interactions. Creative shifted toward dine-in messaging and more grounded, less polished assets. As performance improved, delivery became more balanced across higher-value placements like Instagram and core demographics.

Over time, locations with higher spend and the new optimizations showed noticeable increases in dine-in activity, roughly 10–30% depending on the market. The account settled into a more stable, repeatable approach, and paid social moved from a hard-to-justify expense to a channel leadership could stand behind.

This work focused on building a scalable paid social program for a franchise-based specialty services brand in the automotive category. The goal was to help individual franchise locations generate consistent, high-quality leads on limited monthly budgets. Most locations lacked internal marketing support and relied heavily on corporate marketing efforts and organic search.

Before I joined, paid social was viewed skeptically by franchise owners. Past attempts had produced low-quality leads, messaging and branding felt inconsistent, and campaigns were overly complicated. Paid social was not trusted as a reliable growth channel.

Campaigns and audiences were quickly consolidated, budgets were focused on website lead generation, and a small portion of spend was allocated to retargeting. To support consistent messaging across locations, I built a custom AI system trained on nearly 100 pages of existing brand content. This helped keep ad copy and creative aligned with the brand’s voice while still allowing for local positioning.

On the site side, additional micro-conversion events were implemented to better judge traffic quality and user intent. Creative shifted away from overly polished assets toward more natural, social-first formats, with testing focused on meaningful creative angles.

Within the first two months, lead volume more than doubled and lead quality improved. The result was a more stable, repeatable framework franchise locations could rely on, with paid social moving from skepticism to a viable source of pipeline growth.