Paid programs tuned to CAC payback
Multi-channel acquisition across Google, Meta, LinkedIn and programmatic, measured on CAC efficiency, qualification quality and revenue impact for B2B and fintech funnels.
Demand first,
then efficiency
01 · Map demand & intent
I start with the demand map: what people actually search, how competitors position, how the ICP behaves in each region. Spend waits until that picture exists.
Concretely, that's keyword and intent research for Google Ads, competitor ad teardowns, and segment definitions that become LinkedIn audience architecture instead of platform defaults. The output is a targeting brief per channel and region, and the campaign gets built from it.
The targeting brief exists before the campaign does02 · Architect the funnel
Messaging, landing paths, qualification logic and routing get designed as one system, because CAC quality is decided after the click as much as before it. I walk the whole path from ad to onboarding and fix friction before spend scales.
In practice: landing pages matched to LinkedIn and Google ad groups, qualification rules agreed with sales, routing wired into the CRM. The artifact is a funnel spec everyone signs: what a qualified lead is, where it goes, how fast.
CAC quality is decided after the click too03 · Run structured experiments
Creative, audiences, keywords, bidding and landing pages all go on one roadmap, scored and ranked before anything runs (ICE and PXL). Tests get judged on downstream activation and revenue.
This is the loop that cut LinkedIn CPL from $300+ to ~$160: campaign restructuring, audience refinement, keyword optimization, landing improvements. Each test ships with a readout: what moved, what didn't, what runs next.
Judge tests on revenue04 · Optimize efficiency at scale
Once winners are clear, I tighten bidding logic, feed quality signals back to the platforms, and cut spend that isn't earning its keep. AI speeds up creative analysis and segmentation so the loop runs weekly.
Google registration cost went from $90+ to ~$35 this way, with volume held. The standing artifact is a channel-level CAC audit, where every dollar has a denominator that finance will sign.
Efficiency has to hold while volume doesPaid programs I have run across Google, Meta, LinkedIn and programmatic:
Channel strategy
Audience architecture
Funnel & landing
Testing & AI
What I buy and measure with:
channels, bidding and attribution
platforms
Google Ads
Meta Ads
LinkedIn Ads
⇄Programmatic / Display
GA4
Looker Studio
Amplitude
∑LTV / CAC / ROAS models
attribution
the loop
Cost per lead nearly halved, with the channels still full
Paid channels were scaling spend faster than pipeline: LinkedIn leads cost $300+, Google registrations $90+. At PingPong, as Marketing Manager for Ads & Lifecycle from 2021 to 2023, campaign restructuring, audience refinement, keyword optimization and landing improvements brought LinkedIn CPL to ~$160 and Google registration cost to ~$35, with volume held, and every dollar of CAC auditable by channel.
Read the full case ›Working with Daniel has been a highlight in my career in fin-tech. He is an extremely diligent worker whose attention to detail is matched by his understanding of how the details affect the bigger picture.
Keith JamesPayment Solutions Manager
Paying too much for the wrong leads?
Cheaper leads only count if they still close. That is where the work goes.