Cut CAC by 65% by rebuilding the creative testing engine and pruning underperforming audiences.

Problem

CAC had crept up 3 quarters in a row as the team scaled spend without a structured way to test creative or audiences. Every campaign was a one-off; nothing compounded.

Approach

• Rebuilt the account structure around a creative-testing framework with clear statistical thresholds.
• Introduced a weekly experiment cadence across hooks, formats, and landing pages.
• Shifted budget from broad prospecting to intent-rich retargeting and lookalikes informed by product usage data.

Execution

• Shipped 40+ creative variants across Meta and LinkedIn in the first quarter.
• Built a lightweight AI pipeline to generate and score ad copy variants before they reached spend.
• Instrumented attribution to tie ad-level spend to trial activation, not just clicks.