Four engagements, what the situation was, and what changed.
Search spend was going to broad terms that attracted free-tier signups. No way to tell which keywords produced paying accounts.
Rebuilt the account around intent, imported qualified-trial and paid-conversion events from the CRM, and bid to revenue rather than signups.
Plan comparison sat four clicks deep and checkout dropped visitors on mobile. Paid traffic arrived and bounced.
Rebuilt the plan and checkout pages around a single decision, moved pricing above the fold, and cut mobile signup to one step with events wired to GA4.
One welcome email and manual campaign sends. Nothing recovered an abandoned cart, and repeat purchase relied on discount blasts.
Built five lifecycle flows around the nursery-to-toddler buying cycle, segmented by child age and purchase history, and cleaned deliverability before adding volume.
Paid social ran one set of creative at developers and marketers alike, so cost per demo climbed while volume stayed flat.
Split audiences by role, ran a weekly creative test on technical versus outcome-led hooks, and moved budget on marginal return rather than a fixed split.
Every case above started with the same free audit call.