The challenge
The team was buying volume efficiently on paper, but the numbers that mattered downstream — approvals, activations, repeat purchases — were not keeping pace. Spend was scaling; unit economics were not.
What we did
- Re-pointed measurement at the real business event, not the platform proxy.
- Rebuilt campaign structure around that event and cut the bottom 30% of spend.
- Shipped a structured creative test — new angles weekly, winners scaled, losers killed fast.
- Added a lifecycle layer (email/SMS) to lift downstream value per user.
The result
Within a quarter the efficiency metric improved sharply and held as spend increased. More importantly, the client’s team could see why it worked and run the loop themselves.
They changed what we optimise for, and everything downstream followed. First agency that felt like a teammate.
Head of Growth