Reorienting Account Around Value-Based-Bidding Drives 42% Lower CPA in Just One Month

CLIENT

Anonymous

SERVICE

Integrated Marketing, Paid Media

INDUSTRY

Ecommerce / Retail

-42% cost per acquisition

+35% lead volume

-23% overall cost per lead

Background

This ‘old school’ business faced rising ad costs, poor tracking, and an outdated account structure that threatened lead quality and profitability. They needed a partner capable of quickly modernizing their paid media strategy to improve traffic quality. Within 1 month of partnering with Cro Metrics, we saw an improvement in both cost per lead (CLP) and cost per acquisition (CPA) with a significant increase in lead volume.

Challenge

Eroding Efficiency & Lead Quality

Escalating costs, poor visibility into downstream performance, and a fragmented, legacy account structure (50+ campaigns across 600+ locations) were eroding efficiency and lead quality.

Solution

Shift from Last-click Impact to Value-based Bidding

We transformed their outdated, fragmented advertising approach into a streamlined, data-driven program. By aligning campaign structures with meaningful downstream metrics and leveraging more informed bidding models, the team shifted the focus from chasing volume to driving high-quality, high-value leads to unlock more efficient spend, better visibility, and scalable growth.

Methodology

Transform Performance Through Smarter Bidding & Simplified Operations

We conducted a full program audit, exposing analytics gaps, structural inefficiencies, and missed targeting opportunities. We realigned success metrics to business outcomes, shifting from chasing volume to optimizing for high‑value actions.

Value‑based bidding was implemented by importing offline, downstream signals, such as leads reached. Weighted values taught ad platforms to prioritize quality over raw conversions, improving modeling and decisioning.

The account was consolidated from 50+ campaigns into a streamlined, audience‑first setup and upgraded to modern bid strategies. This reduced manual management, simplified operations across 600+ locations, and enabled scalable optimization with clearer visibility into performance.

Results

One Month, Huge Wins

The overhaul produced rapid gains (42% lower CPA in the first month and 35% more leads) followed by sustained value with a 23% decrease in CPL, better lead quality, and a simpler, scalable account structure.