Performance marketing overhaul that cut cost-per-acquisition by 38%

Source for Sports was running paid campaigns across Google and Meta, but CPA had crept up quarter over quarter and ROAS had declined. The campaigns were active but not efficient — budget was being spent, results weren't compounding. The ask was simple: fix it.

We started with a full audit — not just of campaign structure, but of the full funnel from ad click to purchase. The problems were in three places: audience targeting was too broad and not segmented by intent, creative wasn't matched to funnel stage, and landing pages were sending high-intent traffic to generic category pages rather than product-specific destinations. We rebuilt the campaign structure from scratch: tightened audience segmentation, created creative variants for each funnel stage, and implemented product-specific landing experiences for the top-revenue categories.

A restructured campaign architecture across Google Shopping, Search, and Meta — with audience segments matched to creative matched to landing page. Continuous optimization ran weekly against CPA and ROAS targets, not just click-through rates.

CPA dropped 38% within 60 days. ROAS improved 2.4× over the engagement period. The new campaign structure was documented and handed off with optimization guidelines for the internal team.