Pella · At GALE Partners · 2024 to 2025
- Enterprise
- US
- Canada
- Meta
From negative ROAS to 3x on a $12M budget.
Restructured Pella’s paid social in the US and Canada and cut lead cost from $1,300 to $200.
- ROAS, up from 0.8x
- 3x
- Cost per lead
- $1,300 → $200
- Paid social budget
- $12M
The setup
Pella runs paid social across the US and Canada on a $12M budget. I owned the paid social turnaround as part of the GALE Partners team.
What was broken
- Paid social was returning less than it spent: 0.8x ROAS.
- Each lead cost around $1,300.
What I changed
- 1Restructured the account.
- 2Optimised campaigns and tightened audience quality.
- 3Scaled with cost caps and dynamic bid optimisation run by automated rules.
What moved
3x ROAS, up from 0.8x · $1,300 → $200 cost per lead
ROAS climbed from 0.8x to 3x and the cost per lead fell from $1,300 to $200, across a $12M paid social budget in the US and Canada.
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