Evolve

Paid ad improvements

Problem

Evolve was facing high lead acquisition costs and unpredictable ad performance. Without a consistent creative strategy or structured testing in place, it was difficult to pinpoint what was driving results, and creative assets often varied in quality and brand alignment.

Solution

I led the strategy to optimize our paid ad creative and establish a more consistent, results-driven approach.

– Developed an iterative A/B testing process to identify top-performing creative across platforms

– Refined creative using insights from past performance data

– Worked with third-party lead generation partners to develop new creative and ensure assets were both on-brand and optimized for results

This approach created a tighter feedback loop between design, data, and decision-making, turning our ad efforts into a scalable, repeatable growth engine.

Results

– 42% decrease in cost per lead from $290 to $169 YoY

– Built a repeatable, data-backed ad testing process

– Delivered greater brand consistency across all ad placements

– Strengthened collaboration between internal stakeholders and external vendors

My role

– Creative strategy

– Visual direction

– Digital design

– Agency production management

– Cross-functional collaboration with copywriters and lead gen partners

Goals

– Reduce high lead acquisition costs and improve the consistency of paid ad performance

– Build a scalable, brand-compliant creative framework across ad campaigns

– Establish an iterative process to identify and scale top-performing creative

Lead generation landing pages

Problem

Evolve was experiencing an 86% drop-off rate between its marketing landing pages and the RFI (Request for Information) form, severely impacting lead conversions. With no clear UX strategy or testing in place, it was challenging to identify user pain points or understand the reasons behind the low conversion rates.

Solution

I overhauled the landing page design template and UX strategy to reduce friction and improve conversions.

– Conducted user testing to identify pain points and optimize the user flow

– Redesigned key landing pages with a focus on clarity, hierarchy, and form accessibility

– Created a strategic roadmap and implemented A/B tests to validate improvements

– Led brainstorming sessions with copywriters, content marketers, product designers, and stakeholders

This approach aligned user experience with business goals, improving conversion rates and driving down customer acquisition costs.

Results

– Reduced drop-off rates by 3.2% and improved overall lead generation efficiency

– Improved RFI conversion rate from 4.54% to an average of 5%

– Generated an additional $1.5M in revenue from design and UX improvements

My role