National Broadband Provider
+81%
Purchases YoY on Meta (CPA -50%)
Step 1
The Problem
Paid media efficiency was being held back by wasted spend in non-serviceable areas and inaccurate purchase tracking. CPAs were inflated, and the team lacked confidence in where to scale because the measurement itself could not be trusted.
Step 2
Our Approach
We tightened targeting to eliminate non-serviceable demand, implemented rigorous keyword management with ongoing query controls to cut inefficient spend, and ran frequent tCPA optimizations across campaigns to stabilize efficiency while scaling. In parallel, we fixed the purchase tracking and pixel issues so every optimization decision ran on accurate data.
Wayfinder AI in Action
Serviceability-First Targeting
Query controls and geo targeting excluded demand the provider could not serve, so every dollar competed only where a sale was possible.
Step 3
The Impact
Purchases grew 32% year over year on Google Ads while CPA fell 27%, and grew 81% year over year on Meta while CPA fell 50%. Volume and efficiency improved together instead of trading off.
+81%
Purchases YoY (Meta)
Lead Generation
-50%
CPA (Meta)
Acquisition Cost
+32%
Purchases YoY (Google Ads)
Lead Generation
-27%
CPA (Google Ads)
Acquisition Cost
Performance Timeline
How We Tracked It
Verified attributionMeasured inside the client's own ad accounts after restoring purchase tracking accuracy; purchases and CPA compared year over year per platform.
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