Managing a €1M performance marketing budget for a B2B advertising platform

The challenge

Large-scale multi-channel performance campaigns generate data across dozens of signals simultaneously. Without a unified view of the funnel, budget allocation decisions are made on incomplete information. CPAs rise, CVR drops, and the highest-spending channels are not always the most efficient ones.

Solutions

• Managed investment of €1M+ budget across programmatic advertising, affiliate networks, and display
• Built end-to-end funnel visibility in PowerBI - from first impression to paid subscription - covering all channels in a single view
• Worked with product and creative teams to test and iterate landing pages and creatives, optimising for CPA reduction while protecting conversion quality
• Identified key conversion drop-offs across the funnel and led fixes with the technical team
• Led and hired a team of two account managers, two performance marketing managers, and one designer

Results(Numbers confidential.)

• Consistently achieved and exceeded CLV/CAC targets and aligned with key accounts on a daily basis
• Drove significant CPA reductions, while maintaining conversion quality
• End-to-end funnel attribution built across all channels
• Data-driven budget allocation replaced channel-by-channel reporting
• Multi-country campaign coordination across a single platform

When you are running paid acquisition across multiple channels/markets, aim to fix attribution and conversion first - before scaling investments.