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Executive Summary

In 2023, Moving Forward Digital Marketing partnered with a prominent up-and-coming lead generation and e-commerce company to enhance their advertising performance and reduce acquisition costs. Through comprehensive campaign restructuring, message testing, landing page optimization, and audience refinement across Google Search, Display, and Facebook/Instagram platforms, we successfully reduced cost per sign-up while exceeding conversion goals and increasing professional-tier user acquisition.

This case study demonstrates our expertise in performance-focused digital advertising optimization—a critical capability for scale-focused companies in competitive markets seeking to improve marketing efficiency while maintaining or increasing growth velocity.

The Digital Marketing Performance Challenge

The lead generation and e-commerce company faced several critical performance challenges limiting their growth potential:

  1. Prohibitive Acquisition Costs Unsustainably high costs per sign-up were hampering the company’s ability to scale efficiently and achieve desired growth rates while maintaining acceptable unit economics.
  2. Suboptimal Engagement Metrics Existing advertising campaigns were generating insufficient engagement rates, resulting in wasted ad spend and missed conversion opportunities across platforms.
  3. Audience Targeting Inefficiencies The company struggled to identify and effectively target the most responsive audience segments, leading to diluted campaign performance and resource misallocation.

Our Ad Performance Optimization Strategy

We developed a comprehensive, multi-faceted approach to advertising performance improvement:

Strategic Optimization Framework

Enhanced Ad Optimization

Systematically improved ad quality scores by incorporating more relevant topics, refining keyword strategies, and updating ad copy, while testing expanded in-market display audiences based on search user data insights to better align with high-intent segments.

Message Testing & Refinement

Developed and implemented new messaging approaches that resonated more effectively with target audiences, conducting rigorous comparison testing against generic control messages to identify significant performance improvements.

Landing Page Experimentation

Executed continuous testing and optimization of landing page experiences, systematically rotating in new feature-focused pages and testing against previous versions to identify highest-converting user experiences.

Campaign Structure Consolidation

Strategically combined various fragmented campaigns into a unified General Search campaign structure, significantly lowering cost per conversion while increasing critical Update Credit Card conversions that directly impacted revenue retention.