Cutting acquisition costs without cutting ambition

The situation

Paid marketing was generating leads but at a cost that was difficult to justify at scale. Messaging across ad creatives and landing pages lacked continuity, targeting strategies had not been systematically tested, and there was no structured experimentation process to improve performance over time.

My role

I owned paid marketing strategy and performance, with responsibility for reducing acquisition cost while maintaining or growing revenue contribution.

What I did

• Reworked advertising messaging to align more closely with product value propositions and customer pain points

• Redesigned landing pages to ensure strong narrative continuity between ad copy and on-page messaging

• Implemented structured experimentation across ad creatives, targeting strategies, and landing page layouts

• Incorporated insights from organic search behaviour and customer feedback into campaign design

• Used AI-assisted copy generation to accelerate ad testing cycles and reduce time to insight

• Monitored conversion rates, keyword rankings, and ROI continuously to guide ongoing optimisation

The results

• 60% reduction in customer acquisition cost

• 33% year-on-year increase in new revenue

• Structured experimentation process adopted as a standard practice across campaigns

What it proved

Paid marketing inefficiency is almost always a messaging problem before it is a targeting problem. Aligning ad copy with landing page narrative, and building a real experimentation cadence, is what makes paid budgets perform.