Case Study
Scaling Paid Media from $200K to $300K/Month While Holding CPA
$300K+
Monthly Ad Spend
636
Meetings / Month
15.5%
Customer Rate
$3,448
Cost / Customer
The Problem
The firm needed to scale booked meetings from ~300/month to 1,000/month across Meta, Google, and TikTok. Previous attempts to push Meta past $200K/month degraded CPM and inflated cost per meeting. Google Ads had 24 conversion actions polluting Smart Bidding. Attribution was fragmented across platforms.
What We Built
Meta Ads ($185K to $235K/month)
- Restructured into three pillars: Prospecting, Retargeting, Testing
- Interest/Broad at $470 CPR outperformed Lookalike at $705 CPR
- TM_Leads audience: 15.5% meeting-to-customer rate (3x firm average) at $3,448/customer
Google Ads ($80K to $115K/month)
- Consolidated from 24 conversion actions to the ones that matter for Smart Bidding
- PMax + LSA combination achieved $267 CPA (best performing structure)
Attribution
- Built HubSpot attribution using hs_analytics_first_url UTM parameters
- Connected 782 historical customers back to source channels
- 246 customers attributed to FB Paid Social alone
- 541 closed-won deals tracked end-to-end at ~14% conversion rate
The Numbers
| Metric | Before | After |
|---|---|---|
| Monthly paid spend | ~$200K | $300K+ |
| Booked meetings | ~300/month | 636 (437 Meta + 199 Google) |
| Meta CPM | Degrading at scale | $533 (held while scaling 50%) |
| Google CPA (best) | Inconsistent | $267 (PMax + LSA) |
| Meeting-to-customer (TM_Leads) | ~5% (firm avg) | 15.5% (3x) |
| Cost per customer (TM_Leads) | Unknown | $3,448 |
| Conversion actions (Google) | 24 (polluted) | Cleanup in progress |
What Made It Work
Broad beats Lookalike
At $200K+/month, Interest/Broad at $470 CPR consistently outperformed Lookalike at $705. Most operators never test this aggressively enough.
Audience segmentation is the lever
TM_Leads was a data win, not a creative win. Identifying which leads convert to customers at 3x the average changed the entire allocation strategy.
Conversion action hygiene
24 conversion actions were feeding Google Smart Bidding contradictory signals. Cleaning this up is the single highest-leverage Google Ads move for most accounts.
Attribution is not optional
Connecting 782 customers back to source channels via UTM parameters made every scaling decision data-driven instead of gut-driven.
Scaling Bottleneck (honest)
Show rate is stuck at 60%. 1,000 meetings/month is reachable on spend alone, but the firm needs 700+ shows to hit customer targets. This is the active problem being worked on.
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