Overview

Linea engaged us to deliver a step-change in both the volume and quality of leads generated via paid social, while improving cost efficiency and attribution visibility. Our remit centred around rebuilding Meta campaign infrastructure, enhancing creative effectiveness and implementing data foundations that would allow the business to confidently scale acquisition.

Strategic Audit & Insight Development

We began with a comprehensive audit of channel performance, landing pages, downstream sales touchpoints and the competitive landscape. In parallel, we analysed Linea’s Ideal Customer Profiles to uncover their core buying motivations, objections and decision-drivers. These insights were distilled into a creative and messaging framework that became the foundation of the new paid-social strategy.

Channel Rebuild and Creative Implementation

We restructured the Meta account, consolidating over ten fragmented campaigns into two strategically aligned demand-capture campaigns optimised for scale, efficiency and clearer data learning. We then launched an entirely refreshed creative suite centred on the behavioural triggers uncovered in the audit phase. This drove a material improvement in performance: MQLs increased by 65% while CPL reduced by 33%, and SQLs grew by 109% alongside a 47% decrease in Cost per SQL.

Attribution & Ongoing Optimisation

To support long-term growth and commercial accountability, we implemented a comprehensive UTM-based attribution framework, enabling granular tracking from ad click through to lead and opportunity creation. This marks phase one of our engagement, with further strategic enhancements now in development to unlock additional scale, efficiency and revenue impact.