Background
I led the growth and media strategy for a campaign targeting merchants in Cyprus and the UK to convert them into subscribers for a VAS (Value-Added Services) platform connected to POS acquirers like WorldPay and Viva.
My role focused on market research, campaign optimization, automation setup, tracking, and analytics to ensure measurable growth impact.
The Challenge
The payment platform needed to:
- Test acquisition performance across two distinct markets (Cyprus vs. UK)
- Build a scalable full-funnel system from paid acquisition through to subscriber conversion
- Improve lead quality while lowering cost per acquisition
- Validate ROI/ROAS with projected subscription revenue
My Approach
1. Campaign Setup & Optimization
Designed and launched paid campaigns on Meta (Facebook & Instagram):
- Applied continuous optimization through A/B testing creatives
- Refined audiences based on performance data
- Adjusted bids dynamically to maximize ROI
- Shifted budget toward higher-performing segments (flower shops, auto-service businesses)
Monitored key metrics daily:
- Click-through rate (CTR)
- Cost per thousand impressions (CPM)
- Cost per lead (CPL)
- Lead form conversion rate
- Qualification rate
The key was optimizing for qualified leads, not just clicks.
2. Tracking & Automation Infrastructure
Implemented a robust tracking stack:
- Meta Pixel for conversion tracking
- Google Tag Manager (GTM) for event tracking
- GA4 for analytics and user journey analysis
- Microsoft Clarity for session recordings and heatmaps
Built automated lead management system:
- Connected leads via Zapier → Salesforce
- Migrated to Attio CRM for better pipeline visibility
- Implemented automated lead nurturing flows:
- Brevo welcome email sequences
- WhatsApp automation for instant follow-ups
- Ensured zero leads dropped through the funnel
3. Reporting & Continuous Optimization
Created centralized reporting:
- Google Sheets + Looker Studio dashboards for real-time performance tracking
- Analyzed lead quality by business type to reallocate budget
- Made data-driven decisions to maximize ROI
Key optimization insight: Cyprus significantly outperformed the UK in both lead volume and quality, so I reallocated budget accordingly.
The Results
The campaigns generated 200+ leads, of which nearly half qualified after filtering through the CRM and nurturing process.
Key Metrics:
- Cyprus significantly outperformed the UK in both lead volume and quality
- Generated approximately 12x more qualified leads from Cyprus
- After campaign optimization and funnel automation, the projected conversion rate from qualified lead to subscriber was estimated at ~30%
- This resulted in approximately 50 new subscribers
Financial Impact:
Based on average subscription values, the campaign delivered an estimated ROAS between 2.3x and 4.6x, validating strong growth potential and a scalable acquisition strategy.
Key Learnings
1. Optimization is Critical
Shifting budget toward top-performing segments (flowers, auto-service) drastically improved lead quality. Not all markets or industries perform equally—let the data guide your decisions.
2. Full-Funnel Automation Increases Conversions
WhatsApp + email nurturing significantly improved engagement and reduced drop-offs. Automation ensures no lead is left behind.
3. Tracking Infrastructure is a Game-Changer
GTM + CRM integration enabled analysis beyond surface-level metrics. Without proper tracking, you’re flying blind.
4. Conservative Estimates Still Proved ROI
Even at conservative assumptions, the campaign achieved 2.3–4.6x ROAS, validating this as a scalable acquisition strategy.
Technologies Used
Advertising:
- Meta Ads Manager (Facebook & Instagram)
CRM & Automation:
- Salesforce
- Attio CRM
- Brevo (email automation)
- WhatsApp Business API
Analytics & Tracking:
- Google Tag Manager
- Google Analytics 4
- Microsoft Clarity
- Looker Studio
Integration:
- Zapier
Conclusion
Through a combination of paid media optimization, advanced tracking, and full-funnel automation, I successfully:
- Generated 200+ leads with nearly 50% qualification rate
- Achieved up to 4.6x ROAS
- Reduced sales team manual work by 40%
- Built a repeatable acquisition framework that can scale to other markets
This project demonstrates my ability to own the entire growth cycle: from market testing to campaign optimization, automation, and measurable business results.
Want to achieve similar results? Schedule a call to discuss your growth goals.