Paid Ad Campaigns

Strategising, executing and optimising paid lead gen campaigns within owned budget to achieve a reduction in CPCs and CPLs.

Objective

Use latest macro trend content to generate quality business leads.

Action

In addition to leading on the planning, project management, and reporting for multi-channel macro campaigns. For paid lead generation, I:

  • Gained a better understanding of the content and target audience to inform campaign strategy.

  • Analysed previous campaigns to see what learnings I could use.

  • Developed content angles and copy tailored to specific audience segments I defined.

  • Briefed in and developed creative assets and media.

  • Built campaign plan which detailed final copy, assets, budget and target audience along with variants to test with (incl. regions, seniority, titles, industries, exclusions).

  • Monitored campaign performance in real-time, refining targeting based on lead quality feedback from sales teams, and reallocated budgets to optimise results.

Result

During my tenure, I successfully improved overall paid campaign performance:

  • Reduced cost per click (CPC) by 48%.

  • Reduced cost per lead (CPL) by 60%.

  • Increased overall lead volume by 82% while improving lead quality.

I explored new regional audiences, refined targeting, and tested impactful ad variants while closely monitoring performance. As a result, I improved CPC, CPL, as well as lead quality and volume of leads. Learning gained from each campaign I led helped to increase performance thereafter.