Portfolio paid media: 3x→10x ROAS, CPA $150→$25
Situation
A brand consultancy's clients — 10 to 12 concurrent accounts across healthcare, construction, CPG, petcare, manufacturing and DTC — each with their own ROAS, CPA and sales goals, and a combined paid budget above $2M a year.
My mandate
Own paid strategy and budgets across the portfolio; lead discovery audits for new clients; delegate execution to a specialist pod of copy, design, SEO, UX and brand.
Decisions I owned
- Channel allocation and budget deployment per client
- A/B testing roadmaps across landing pages, ads, email and user journeys
- Discovery-phase audits and the recommendations that closed new engagements
Verified impact
- Healthcare booking client: 3x → 10x+ ROAS, cost per booking $150 → $25
- Outdoor consumer-products client: 2.5x → 6.4x ROAS
- Portfolio: 10–12 concurrent clients, $2M+/yr in managed paid budgets across Google, Bing, Meta, LinkedIn, Snap, programmatic and CTV/OTT
Metric definitions
ROAS = platform-attributed revenue over spend. CPA = paid spend per completed booking. Figures are per-client program results over the engagement period.
Execution model
Weekly optimization cycles against each client's goal metric; structured tests promoted or killed on evidence; monthly analytical reporting with strategic recommendations to client leadership.
Leadership lesson
Running twelve accounts teaches ruthless prioritization: the portfolio wins when every client gets the two changes that matter, not the ten that don't.