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
