Digital MarketingCampaign StrategyA/B TestingAnalytics
Ad Campaign Optimization
For years, the same agency. Consistent results but not in a good way. No growth, no fresh ideas, no transparency. So I made the call to change everything.
Scope
Strategy · Creative · Analytics
Timeframe
Ongoing · 2024–present
What changed
A vendor switch that became a full rethink
We didn't just hand off assets and hope for better results. I worked directly with the new agency to set benchmarks, align on creative strategy, and implement rapid A/B testing. Everything from copy tone to visual layout to CTA phrasing was tested, iterated, and refined.
Selected new agency and led onboarding
Developed fresh creative in-house
Launched structured A/B testing framework
Introduced motion and video ads
Built internal dashboards for real-time performance tracking
The impact
Numbers that speak for themselves
Compared to the same week last year same product, same market, different approach.
0%
↑ Users
Total users up year-over-year
0%
↑ Quote requests
Increase in quote requests the metric that actually matters
0%
↓ Cost per quote
Down YoY even with a 51% increase in ad spend
Dashboard
Full visibility for the first time
For the first time, we had clean data across platforms trackable by day, by platform, and by creative.
Total users
2,847
↑ 14% YoY
Quote requests
138
↑ 115% YoY
Cost per quote
$24.60
↓ 4% YoY
Ad spend
$3,395
↑ 51% (efficient)
Daily quote requests week of April 20
Ad creative
Same concept, two formats
Each campaign was produced across multiple formats from wide banner ads to square social posts maintaining visual consistency while adapting to each platform's requirements.
Campaign 01 New Era of Luxury · Landscape
Campaign 01 New Era of Luxury · Square
Campaign 02 Designed to Be Remembered · Landscape
Campaign 02 Designed to Be Remembered · Square
The takeaway
Progress starts with the right question
What began as a frustration with a stagnant agency turned into one of our most high-performing marketing shifts. Campaigns are now built around continuous learning more experiments, smarter iterations, stronger collaboration.
💡
Sometimes, progress starts with asking: why are we still doing it this way?