Paid Acquisition & Budget Efficiency
Restructuring Meta campaigns by audience segment and refining targeting from broad to high-intent signals — cutting cost-per-lead by 39% while holding spend flat, over 61 days.
“Cost-per-lead on funded Meta campaigns was too high, reducing the overall efficiency of ad spend across paid acquisition channels.”
- Restructuring campaigns by audience segment (e.g. course type, learner intent) rather than one-size-fits-all targeting.
- Prioritising cost-efficiency over raw budget increases — improving results within the existing spend envelope.
- Refreshed ad creative (new imagery/copy) targeting first-time enquiries based on performance data.
- Refined detailed targeting from a broad, generic interest/employment list to a tighter set of high-intent, role-specific signals (e.g. Bricklaying, Supervision, Building Contractor) — reducing wasted spend on unqualified audience segments.
Led campaign restructuring, audience segmentation, creative refresh and performance optimisation across Meta Ads, using campaign data to improve lead volume and reduce cost per lead without increasing spend.
Audience targeting, before and after.
Standardised creative templates across regional campaigns — consistent layout, trust badge and CSCS card placement — improving brand consistency while retaining local funding-body branding.
This case study reflects a pattern across my work: pairing a creative refresh with tighter, more deliberate audience data to unlock efficiency — rather than solving inefficiency by spending more.