The Challenge

• Managing to ROAS with longer sales cycle and sales occurring over the phone

• Customer needs change based on season

The Solution

• Restructuring account setup to lead to optimizations

• Testing creative types along with audiences

The Result

• Account restructure resulted in lower CPLs

• Testimonials/UGC video creative increased CTR while lowering CPLs

• Introduced interest targeting to identify new audience, resulting in decreasing CPLs