🏔 The Challenge
Packt's existing paid acquisition was underperforming. Their cost per acquisition was too high to scale, campaigns were fragmented across multiple ad accounts with no unified strategy, and creative was stale. The team was running dozens of campaigns simultaneously with no clear funnel structure, making it impossible to identify what was actually driving conversions versus what was wasting budget.
The subscription product had strong unit economics once users converted, but the path from ad click to paid subscription involved too many friction points. Landing pages weren't optimized for the ads driving traffic to them, and there was no retargeting strategy to recapture users who showed interest but didn't convert.
🎯 The Solution
I restructured Packt's entire Facebook Ads operation around a full-funnel approach. At the top of funnel, I created content-driven campaigns using free chapter downloads, tech skill assessments, and curated learning paths as lead magnets. These campaigns targeted developers by technology stack, experience level, and learning intent signals.
The middle funnel focused on retargeting website visitors and lead magnet engagers with social proof — testimonials from developers at recognizable companies, subscriber count milestones, and content library growth stats. I implemented dynamic creative optimization to automatically test hundreds of headline/image/CTA combinations.
At the bottom of funnel, we ran conversion-optimized campaigns with time-limited trial offers and annual subscription discounts, targeting only the warmest audiences from the upper funnel stages. Every landing page was rebuilt to match the specific ad creative driving traffic to it.
🧑💻 Tool-stack
Facebook Ads
Google Analytics
Hotjar
🔥 Result
The restructured ad strategy delivered dramatic improvements within the first 90 days.
10.2xIncrease in subscription signups | 67%Reduction in cost per acquisition | 3.8xImprovement in ROAS |
