43% CAC reduction in 90 days

The brief was clear: reduce acquisition cost without killing volume. A full audit of the attribution setup revealed the problem — last-click on search was crediting none of the top-of-funnel content work.

The model was rebuilt using a data-driven approach, pulling 18 months of historical conversion data. The picture that emerged was stark: organic content and retargeting email were doing 40% of the heavy lifting with 0% of the credit.

With the model corrected, budget shifted away from branded search (where the client had been bidding against themselves) toward high-intent mid-funnel programmatic and content retargeting. ML bid management handled the micro-adjustments at auction time.

Results came fast. Within the first 30 days, CAC dropped 18%. By day 90 it had reached 43% — and crucially, lead quality improved alongside volume.