Took paid spend from breakeven to a real profit centre.
Luma was spending into the void on three channels with no shared attribution. We rebuilt tracking, killed two channels, doubled down on the one that worked, and rewrote the creative.
- Engagement
- 3 months sprint, then ongoing retainer
- Team
- Senior media buyer · Creative lead · Analytics engineer
- Stack
- LinkedIn Ads · HubSpot · GA4 · Hightouch
Luma was burning $90k/month across Google, Meta, and LinkedIn with no shared attribution model. Their CMO had a hunch LinkedIn was carrying the program but couldn't prove it — so they kept all three channels alive 'just in case'. CAC kept climbing and the board was asking pointed questions.
The work, in the order we did it.
Fixed attribution first
Built a clean event taxonomy across GA4, HubSpot, and the ad platforms. Stitched first-touch and multi-touch views so we could finally see which channel was actually closing pipeline.
Killed what wasn't working
Google Ads and Meta were generating volume but not closing customers in Luma's enterprise segment. We paused both and held our breath.
Tripled down on LinkedIn
Reallocated the full budget to LinkedIn ABM, rewrote every ad and landing page around three buyer personas, and built a creative testing cadence (six new variants per week).
Built the post-click engine
Pop-up demo flows for high-intent visitors, a Slack channel that pings the AE within two minutes of a demo request, and a follow-up sequence that doesn't sound like marketing.
What changed when the work landed.
They redesigned our paid program in five weeks and our cost per closed customer dropped by nearly forty percent. The honesty about which channels to kill was worth the entire engagement.
Noura had product-market fit but a website and sales motion that didn't match their ambition. We led a full repositioning, rebuilt the site, and stood up the sales infrastructure behind it.