Here’s a peek on where I was busy. Client: Influencer marketing platform Challenge: Rising CAC, u...Here’s a peek on where I was busy. Client: Influencer marketing platform Challenge: Rising CAC, u...
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Manasvini 's avatar
Manasvini Ligga
• Jul 10
Here’s a peek on where I was busy.
Client: Influencer marketing platform Challenge: Rising CAC, unclear attribution, no clear marketing strategy Goal: Scale non-branded performance profitably through a cohesive omni-channel strategy. Onboarded in December
What I did: Google ads restructuring: • Restructured the Google Ads account by splitting campaigns by use case, competitor, and long-tail intent • Moved away from branded-only dependence • Removed keyword cannibalization and overlaps • Reduced mobile bids by 90% (low CPL but poor downstream ROI)
Tiered bidding strategy: • Allocated more budget to high-intent keywords with proven conversion history
Keyword-level ROI optimization: • Paused keywords delivering <1x ROI after reviewing keyword-level funnel metrics • Clubbed high-performing search terms into dedicated “winner” campaigns and scaled them separately • Increased budgets where keyword → new lead → customer % was strongest • Weekly SQR reviews to mine new converting terms and expand intelligently
New LPs Introduced: • New LPs led to a 50% drop in CPL • Integrated better tracking across funnel
PMAX + CRM data feed: • Added historical customer data to Performance Max campaigns • Sustained performance improvements over 3 months
Meta retargeting / awareness: • Segmented users based on on-site engagement depth • Custom creatives + offers to revive drop-offs
Results 🚀 270% increase in new leads
290% growth in new customers
40% of revenue from non-branded terms
nCAC down by 48%
A few things that made this even more interesting:
Conversion cycle: 20–90 days from lead to customer — every month becomes a rolling funnel
Business model: One-off payments + subscriptions (80% of revenue is from one-offs)
Avg. customer value grows 5x within 90 days of their first payment
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