Major Telecommunications Company

A major telecommunications provider faced escalating costs and inefficiencies across their digital acquisition channels. Managing diverse accounts spanning Business, Mobility, Health, Regional, and Smart Home Security divisions created significant complexity. With 12+ competing campaigns running simultaneously, they experienced severe campaign cannibalization, driving cost per acquisition to unsustainable levels. Despite significant ad spend, they were falling short of Q4 acquisition benchmarks and stuck in #3 market position behind aggressive competitors.

We led a comprehensive paid media transformation, consolidating campaigns from 12+ fragmented efforts to 6 strategically designed always-on campaigns. We developed tailored strategies aligned with each division's unique objectives, ensuring campaigns supported rather than competed with each other. This included advanced audience segmentation to eliminate overlap, refined bid strategies optimized for efficiency, channel-specific performance frameworks, and real-time optimization protocols. Through active paid search optimization and account restructuring initiatives, we drove significant improvements across all metrics while moving the company from #3 to #2 market position.