Paid Social results across different businesses and markets.

Starting point

What I did

1. 01Account architecture. Funnel rebuilt on distinct layers: acquisition, reactivation and existing customers.
2. 02Segmentation. Prospecting, warm audiences and existing customers separated, each with its own budget and message.
3. 03Offers by audience. Promotions and initiatives differentiated by funnel stage and by the relationship with the brand.
4. 04Budget and seasonality. Allocation built on the commercial calendar, raising or lowering investment in step with demand.
5. 05Progressive scaling. Budget increased in high-demand windows while keeping control of efficiency.
6. 06Commercial coordination. Meta Ads management integrated with TikTok Ads, Klaviyo and the promotional strategy.

Starting point

What I did

1. 01Full-funnel architecture. Account reorganised to separate prospecting, lead generation, nurturing and remarketing.
2. 02Rationalising the audiences. Overlap between lookalikes and interest targeting reduced, giving each stage its own audience and its own job.
3. 03Segmented remarketing. Warm audiences organised by interaction and by depth in the funnel, with dedicated messages and content.
4. 04Lead generation & lead magnets. Lead generation campaigns introduced, and lead magnets developed with the client to reach demand not yet ready for a high-ticket conversion.
5. 05Allocation against demand. Budget modulated on retreat availability and the buying windows attached to it, rather than treating scaling as a linear increase in spend.
6. 06Expanding the ecosystem. An online course channel developed as a complementary offer, TikTok for awareness and informational content, and Klaviyo for nurturing and automation.

Starting point

What I did

1. 01Restructuring the account. Campaigns reorganised around lead generation, separating prospecting from remarketing and realigning objectives and funnel.
2. 02Audience expansion & testing. The dependence on narrow lookalikes worked through progressively, testing interests, wider audiences and broad, reducing saturation and audience overlap.
3. 03Budget allocation. Investment distributed across prospecting, remarketing and different product lines on performance, while holding a strategic share on the core product.
4. 04Diversifying lead generation. Alongside the standard Get Quote, Instant Forms, lead magnets, webinars and on-demand content created new entry points into the funnel and reached users at different levels of intent.
5. 05Creative direction & testing. Creative direction coordinated directly with the designer, testing statics, video, testimonials, demos, use-case scenarios, benefits and pain points against product and audience.
6. 06Scaling & optimisation. Progressive scaling through wider audiences, new creative concepts, Lead Form versus landing page tests and continuous reallocation of budget toward the most efficient combinations.

Starting point

What I did

1. 01Full-funnel architecture. Account rebuilt on a real ecommerce funnel: acquisition moved to purchase-optimised campaigns, distinct stages for prospecting, consideration and remarketing, and lead generation reduced to a supporting component.
2. 02Segmenting products and demand. Acquisition structured by product type and price band, across main devices, accessories and replacement parts, so different demands and purchase intents could be worked separately.
3. 03Remarketing & customer monetisation. Remarketing did not exist: audiences and campaigns built on visitors, high-intent users and existing customers, with accessories and replacement parts as the repeat-purchase and upsell lever, including for people who had bought the device elsewhere.
4. 04Audience testing & exclusions. Prospecting tested on interests and lookalikes, which performed well at that stage of the account, with cleaner exclusions between stages to reduce audience overlap.
5. 05Creative direction & education. Creative taken beyond static product and price: different models and price bands, explanatory content, demonstrations and assembly, UGC where available and catalogue formats, chosen by stage.
6. 06Budget & delivery. Budget distributed across prospecting, consideration, remarketing and the different product lines, with delivery tests in the parts of the week where more purchase activity had been observed.

Starting point

What I did

1. 01Account architecture. Rebuilt the account around Purchase, with clearer roles for acquisition, remarketing and campaign objectives.
2. 02Geographic segmentation. Introduced greater control across GCC markets and budget allocation based on country-level performance.
3. 03Remarketing restructured. The BOF layer was reviewed and integrated into the new account structure to work more coherently with acquisition campaigns.
4. 04Creative and format testing. Introduced more structured testing across creatives, product categories, formats and messages instead of relying on static execution.
5. 05Budget allocation. Progressively shifted budget toward the campaigns, markets and products generating purchases more efficiently.
6. 06Performance-led optimisation. Decisions were driven by Purchase, ROAS and conversion value, reducing the weight of less efficient structures.