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.