Rowe was investing in paid media but had no idea what was working. There was no attribution system in place. Leads couldn't be traced back to specific channels, campaigns, or creatives. Reporting was fragmented. Performance was invisible. As a result, budgets were spread thin, and returns were inconsistent.
To scale profitably, Rowe needed complete visibility into the customer journey and a structured approach to testing creative and channel performance.
UTM tracking was implemented across all lead forms and connected directly to the CRM. Weekly and monthly reports were generated automatically to monitor performance by channel, campaign, and even individual creative. This gave the team the clarity they needed to allocate budget with confidence.
For the first time, Rowe began using video in their acquisition strategy. Hundreds of ad scripts and hooks were written and tested to find the most effective messaging for their ideal client profile (ICP). Video content outperformed static formats and reduced CAC while increasing lead quality.
Once attribution clarity was in place, it became obvious that Meta was outperforming Google by a wide ROAS. Budgets were reallocated away from underperforming Google campaigns toward high-ROAS Meta ad sets, leading to more efficient spend and faster scaling.
What was previously untrackable became transparent. Channel, campaign, and creative performance were tracked in real time and reported to leadership weekly.
New video-based campaigns drove a 40% drop in cost per lead while increasing the number of qualified prospects entering the sales pipeline.
With a clean funnel, performing creative, and optimised budget allocation, Rowe scaled its acquisition engine profitably and sustainably.
Visibility into ROI by channel made every decision easier and faster.
Hundreds of variations were needed to find messaging that truly resonated.
What worked six months ago may not work today—budget should follow results.
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