Scaling Overall Growth with Data-Driven Paid Media

How strategic audience targeting, creative optimization, and smart budget scaling reduced CPL by 49% while increasing revenue and customer acquisition efficiency.

Situation.

Struggled to Generate High-Quality Leads

Prior to working with Pennock, their lead volume was low—amassing only 87 leads over nine months.

The client felt frustrated and uncertain about their future.

Slower Sales Growth with Low Ad Spend

Before Pennock took over and led growth initiatives, ad spend was minimal, leading to slower growth

The client was hesitant to invest in paid media without proof of success.

High Cost Per Lead (CPL) & Inefficient Spend

When Pennock took over, the CPL was extremely high at $174, making lead acquisition expensive.

The client was concerned about a wasted budget with uncertain returns.

 
 

Our Approach.

Audience & Budget Optimization

  •  Tested multiple audience segments (interest-based, lookalike etc)

  •  Shifted spend to high-converting campaigns while reducing inefficient spend

 High-Converting Ad Creatives & Messaging

  • Refined ad copy & visuals to match customer intent 

  • A/B tested multiple versions to identify the best-performing ads

Smart Budget Scaling Strategy

  •  Gradually increased spend from $15K to $88K only on high-performing campaigns

  •  CPL continuously optimized through performance monitoring

 Landing Page & Checkout Optimization

  •  Streamlined lead forms to reduce drop-off rates

  •  Improved checkout process to drive more completed sales

Objectives.

Goal 1: Increase lead volume efficiently while lowering CPL by 40%–50%

Goal 2: Scale ad spend without diminishing ROI

Goal 3: Increase overall revenue growth 

Services Provided.

  • Platform Selection and Optimization

  • Audience Segmentation & Targeting Criteria

  • Creative Strategy & Direction

  • Media Management & Budget Allocation

Results & Impact.

Through strategic audience segmentation, real-time optimizations, and data-driven budget scaling, we drove a 1050% increase in leads while cutting CPL by 49%. By refining targeting and reallocating spend to top-performing campaigns, we scaled ad spend from $15K to $88K without inflating costs. The result? A 17% revenue increase, sustainable customer acquisition, and renewed confidence in paid marketing—proving that growth isn’t just about generating leads but attracting high-value customers ready to convert.