Since 2022, YouSet has trusted us to manage their ad account with a clear mandate: generate qualified leads at a profitable cost while scaling total ad spend.
Since 2022, YouSet has trusted us to manage their ad account with a clear mandate: generate qualified leads at a profitable cost while scaling total ad spend.
In 2022, YouSet entrusted us with their ad account with a clear goal: generate qualified leads profitably while scaling ad spend.
As with any lead-gen business, our approach centers on pinpointing the metric closest to the actual sale, optimizing the entire account around it, and scaling marketing tests to steadily increase volume while protecting profitability.
When we took over, the campaigns were pursuing conflicting goals with fragmented KPIs, making performance analysis and decision-making difficult. We started by identifying the conversion event furthest along the buying journey (bottom-of-funnel) and assigning it a strict target CPA cap.
This approach allowed us to standardize performance tracking, ensure acquisition remained high-quality and profitable, and establish a clear benchmark to optimize campaigns and track progress over time.
The results followed quickly—so much so that we had to temporarily throttle ad spend multiple times to give the sales team room to absorb inbound lead volume. Over the course of the engagement, we also continually lowered our target cost per qualified lead to drive stronger bottom-line profitability.
By segmenting campaigns across YouSet’s distinct service offerings, we built a much more targeted and relevant paid media strategy.
Our objective was to identify as many buyer personas as possible alongside the highest-performing marketing angles for each. This approach drove a massive surge in both tested and active creatives. For instance, by May 2026, the volume of active ads was up 231% compared to 2023.
This framework kept our messaging hyper-relevant across target audiences at every stage of the funnel while tailoring value propositions to each service offered by the company.
At this stage, our understanding of what converts on the account is so deep that launching new tests with high confidence has become second nature.
Through continuous data analysis and iterative testing, we uncovered a major insight: a significant portion of YouSet’s customer base consisted of policyholders frustrated with their current insurer and actively looking for a better alternative.
We moved fast to build and scale several creative concepts around this angle, delivering outstanding results.
This playbook allows YouSet to sustain its growth trajectory while continuously diversifying its acquisition levers on Facebook Ads.
We follow a clear 5-step process to start an effective and aligned collaboration:
