Overview
Audited and overhauled paid social activity for a global cultural institution, improving campaign performance, reducing costs, and introducing a more structured, data-led approach to advertising. The work resulted in significantly improved efficiency, stronger conversion rates, and long-term audience growth.
The challenge
The organisation was investing in social media advertising but wanted to improve performance, efficiency, and overall return on investment.
While campaigns were active across multiple platforms, there was an opportunity to strengthen the approach through more structured targeting, improved tracking, and clearer measurement of results.
This included:
- Refining audience targeting to better reach high-intent segments
- Introducing a more robust remarketing approach
- Improving tracking and attribution
- Expanding creative approaches to better suit each platform
- Developing a clearer framework for measuring and optimising performance
The approach
We conducted a detailed audit across Instagram, Facebook, LinkedIn, and YouTube to assess campaign structure, targeting, tracking, and creative execution.
Based on this, we implemented a more structured and performance-led approach to paid social, including:
- Rebuilding campaign and audience structures to better align with user intent
- Introducing a clear remarketing framework
- Correcting tracking setup and implementing Google Tag Manager to ensure accurate data collection
- Establishing a consistent approach to measuring and optimising campaign performance
- Introducing multiple creative variations and structured A/B testing
- Aligning creative outputs with platform-specific formats and best practice
We also developed a custom performance dashboard, providing clear visibility across spend, campaigns, creative, and results over time.
To support long-term capability, we delivered training to enable the team to manage and optimise campaigns independently.
The outcome
The updated approach led to significant improvements in both efficiency and performance across paid social activity.
- Cost per click reduced by approximately 68%
- Conversion rates increased by 350%
- Database sign-ups increased by 300%
Alongside these results, the organisation now has:
- A more structured and effective approach to paid social
- Clear visibility over campaign performance
- Stronger audience targeting and remarketing capability
- The ability to manage and optimise campaigns in-house