Consultative Support
Managed lead generation campaigns for a home care business across Meta and Google Ads, with a focus on building a workable funnel despite tight platform, budget, and targeting restrictions.
The campaigns operated under limited monthly budgets, no website pixel installation, and highly restricted location targeting using only approved zip codes. Those limits made standard retargeting and broader optimization more difficult, so the strategy had to rely on tighter audience building and more efficient media sequencing.
On Meta, I used awareness and ThruPlay campaigns in tightly controlled zip code groups to build warmer video-viewer audiences first. From there, lead campaigns were allowed to run with broader location settings, using the warmed audiences rather than cold targeting alone. On Google, I supported retargeting through Demand Gen video campaigns for website visitors and maintained tighter search quality by reviewing and refining negative keywords on a weekly basis.
The result was a more sustainable lead generation structure that produced a consistent flow of quality leads once campaigns moved out of the learning phase and settled into the limits of the available budget.
