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Paid Advertising
Ad spend is only valuable if it converts. I build performance-driven campaigns that turn attention into qualified leads, customers, and consistent revenue growth.
01
The challenge.
A digital Sacco was generating strong app download volumes, but conversion to membership applications remained below 10%, creating a clear growth ceiling. Despite having user data available, it wasn’t being leveraged to understand drop-offs, optimize campaigns, or improve conversion performance.
02
The strategy
Reframed paid acquisition around clear, measurable growth targets by defining SMART goals aligned to conversion outcomes. Re-evaluated campaign structure and budget allocation to prioritize high-performing channels, while introducing LinkedIn Ads lead generation campaigns to reach and convert new, high-quality audiences.
03
The execution
Analyzed existing customer data to identify distinct user segments, then restructured campaigns into targeted clusters with tailored messaging. Built and launched segmented ad groups across Google Ads, (app promotion, display, and demand generation campaigns) to improve relevance and conversion. Complemented this with targeted LinkedIn Ads campaigns aimed at businesses, associations, and NGOs to drive high-value partnerships and new acquisition channels.
04
The results/ What worked
Increased membership applications by 68%, breaking the conversion ceiling and turning downloads into active users. Expanded reach into new audiences, driving a 12% increase in a new customer segment, while boosting brand visibility with a 47% increase in followers and engagement across Instagram, Facebook, and LinkedIn.
