Impact Report / Next 90
Every lead came from touching 47.6% of one 7,700 person pool at 7.5x frequency. The offer converts at $170.76 and the audience is right. More LinkedIn budget buys repetition, not reach.
But expansion is third in the queue, behind two moves that cost nothing. Law 1 puts unactivated first party data above paid expansion, Law 2 puts foundation gaps above amplification. Cut the waste, activate the warm pools, fix tracking, then Meta. That order is what makes the ask land.
20,000+ newsletter subscribers, 1,325 identified companies and every CRM contact have never been uploaded as matched audiences. One afternoon. Refills the audience the enterprise exclusions shrank and raises penetration without new spend. Owner IMP with the client operator.
Campaign Manager says 5, DemandSense 0, Google 2, and deal stages are not yet populated in HubSpot. $18,406 of DemandSense verified spend cannot be tied to revenue. Zapier offline bridge plus a thank you page. Owner the VP Growth with the paid search lead.
Google spent $2,930 on affiliate seeker intent before anyone pulled a search term. Launching fourteen moves into the same measurement state repeats it at scale.
Waste out and the cheapest wins in. No new budget.
| # | Type | Campaign or move | Channel | Budget | Evidence | Owner |
|---|---|---|---|---|---|---|
| 1 | CUT | Google affiliate and influencer keywords | -$2,093/mo | Negative out [amazon affiliate agency], [amazon influencer affiliate program] and the creator connections term. $2,929.82 of $3,932.69 spend, 1,908 clicks, 1 conversion. | the paid search specialist | |
| 2 | CUT | MOF WV Video and both 180D image ad sets | -$1,987/mo | Ledger verdict CUT on all three. 8.07x frequency at 0.51% CTR, plus 0.42% and 0.68% CTR ad sets. Zero conversions across $1,987. | the LinkedIn specialist | |
| 3 | CUT | Enterprise logo case study creative | reallocate | 6.01% CTR, cheapest CPC in the account, zero leads from $3,518. Recruits the 10,001+ segment that converts at zero. | Creative | |
| 4 | SCALE | Google brand campaign | +$500/mo | 38.81% CTR, $0.95 CPC, 1 conversion on $335. Cheapest qualified traffic anywhere in the account and running on pocket change. | the paid search specialist | |
| 5 | SCALE | LGF Doc, split 51-200 and 201-1,000 | same budget | All 5 recorded conversions sit in 51-200. Today they compete inside one blended ad set. Split so the converting band holds its own budget. | the LinkedIn specialist |
The build phase. Meta is the only line that asks for new money.
| # | Type | Campaign or move | Channel | Budget | Evidence | Owner |
|---|---|---|---|---|---|---|
| 6 | SCALE | Seasonal tactical playbook, 3 new variants | +$400/mo | $74.15 CPL and every recorded conversion on $371. Variant 1_B is the template. Q4 and holiday windows. | Creative | |
| 7 | BUILD | Meta: proven offer to the unreachable remainder | Meta | $2,500/mo | Unlock 3, Law 5. LGF validated at 18 leads and $170.76 CPL but reaches 47.6% of its pool. 4,036 unreached inside it, 24,081 across the ABM and 180D pools. Same offer, same audience definitions, inventory LinkedIn cannot serve. | the Meta lead |
| 8 | BUILD | BOF audit offer, conversation ad | $477/mo | C10 is at L0. Six of seven BOF rows are gaps. Enterprise Account 67 the 42-58% already reached at up to 7.5x frequency. They have seen us seven times and are still being offered a PDF. | the Account Manager with IMP | |
| 9 | BUILD | Non-brand Google, restructured | within budget | Rehearsal decision 31 Jul. Three ad groups have never spent a dollar: AMC Agency, Marketplace and Account Management, Brand Management and Protection. Those are the real service lines. | the paid search lead | |
| 10 | BUILD | VP+ and Marketing on aware and engaged accounts | within budget | Every band beats the 2.06% account average: VP 2.52%, CXO 2.53%, Partner 2.82%, Marketing 2.66%. Also refills audience size lost to the enterprise exclusions. | the LinkedIn specialist |
Gated on the phase above proving out.
| # | Type | Campaign or move | Channel | Budget | Evidence | Owner |
|---|---|---|---|---|---|---|
| 11 | TEST | Mid market case study, the ICP Brand 100 asset | within budget | 383 seconds average dwell, deepest read page on the site, and ICP Brand 100 is a live engaged account. Asset exists and is not in the ad account. | Creative | |
| 12 | TEST | Category playbook for wellness and supplements | within budget | Best converting format crossed with best converting category. Retail Health and Personal Care posts 3.06% CTR, strongest of any material industry. | Creative |
| # | Type | Campaign or move | Channel | Budget | Evidence | Owner |
|---|---|---|---|---|---|---|
| 13 | TEST | Programmatic presence, Tier 1 named accounts | Programmatic | $2,000/mo | Only after Meta validates the extension thesis. Covers the 246 ABM accounts never reached. | IMP |
| 14 | TEST | AI assistant ads | AI | $750/mo | 389 unpaid sessions already arriving from ChatGPT, Copilot and Perplexity. Deferred this quarter, not rejected. Revisit Q4. | the Account Director |
| Phase | Meta | Programmatic + AI | Total | ||
|---|---|---|---|---|---|
| Today | $4,879 | $2,809 | - | - | $7,688 |
| After cuts, week 4 | $2,892 | $1,216 | - | - | $4,108 |
| Rebuilt, week 12 | $3,869 | $2,809 | $2,500 | - | $9,178 |
| Month 6, if validated | $3,869 | $2,809 | $2,500 | $2,750 | $11,928 |
Week 4 shows the account deliberately underspending while waste is removed and tracking is fixed. The only new ask inside 90 days is $2,500 for Meta, and it arrives after two free unlocks have already improved the numbers.
Scored openly next quarter. This is the first entry, so there is nothing to grade yet.
| Committed | Owner | Due | Status |
|---|---|---|---|
| Upload newsletter, website and CRM audiences | IMP with the client operator | Week 2 | Open |
| Conversion tracking bridge live | the VP Growth with the paid search lead | Week 2 | Open |
| Affiliate keywords negatived | the paid search specialist | Week 1 | Open |
| Three CUT campaigns paused | the LinkedIn specialist | Week 1 | Open |
| Meta execution plan delivered | the Meta lead | Week 5 | Open |
| HubSpot deal stage, close date, amount | the Account Manager | Week 2 | Requested twice |