Case Study
Spread Thin to Sharp:
A Paid Media Reset
Ad spend scattered across too many channels, with no one really owning the strategy behind them.
The Situation
Budget spread across too many channels, with no one senior enough to own the strategy or cut what wasn't working.
The Challenge
Budget was split thin across multiple platforms with no clear priority. Every channel got a little attention and none got enough to actually work — and no one had the authority to cut what wasn't.
The Goal
Rebuild the paid media account around a small number of channels that could actually be optimized and scaled — with one senior person accountable for the whole strategy.
Strategy & Approach
What we actually did
STEP 1
Full Account Audit
STEP 2
Cut to What Could Scale
STEP 3
Fractional Oversight
STEP 4
Rebuilt Reporting
We mapped every active channel, campaign and dollar of spend to see what was actually producing results versus what was just running on autopilot.
Underperforming channels were paused, and budget was concentrated into the few channels with real headroom to scale — instead of being spread evenly out of habit.
A senior fractional lead took direct ownership of the account, moving the team to weekly optimization instead of a monthly check-in.
Reporting was rebuilt around leads and bookings, not impressions or clicks — so every dollar could be judged by what it actually produced.
The Result
Paid media stopped being five scattered bets and became one focused, senior-owned account.
Campaigns now run with a sharper focus — fewer channels, one clear owner, and a monthly priority list instead of five disconnected efforts pulling in different directions. The account is no longer judged by clicks or impressions. It's judged by what actually gets booked — and that shift changed which channels got funded going forward.
Since The Account Reset
Metrics reflect anonymized client data pulled from tools including Google Analytics, CRM records and internal BI dashboards.