Multiple Agencies, One Turnaround
When we took over Defyn’s performance marketing on May 1st, the account had a history. Multiple agencies had managed it before us, each bringing their own approach, their own optimization targets, and their own definition of success.
What we found was a familiar pattern: a campaign structure optimized for clicks on the landing page CTA. Engagement looked fine on the surface. But within weeks of digging in, we identified the real issue, and within 90 days, we’d rebuilt the funnel around it.
The Headline Numbers Since May 1st
- Overall lead volume is up, driven by a complete restructure of how we capture and track leads
- Our top-performing audience segments are showing CTR improvements of over 100% compared to the prior period
- We’ve gone from one lead-capture form to four, each tested against different audiences and creative formats, with tracking that follows leads all the way through, not just clicks
What We Changed, and Why
The previous approach optimized for clicks on a single CTA. It’s an easy metric to report and an easy one to improve, but it doesn’t tell us whether a click becomes a lead, or whether that lead is worth pursuing.
When we took over, lead quality was already solid. The issue was volume, and a complete lack of visibility into which audiences were actually producing leads versus which were just generating clicks.
So we rebuilt the measurement framework from the ground up. Four different lead capture forms went live across the campaign structure, each tracked through to actual lead receipt. This gave us, for the first time, a clear line of sight from ad to audience to form to lead.
What the Data Is Telling Us
The results validated the approach quickly. Newer audience segments, particularly interest-based targeting around founder and business-professional cohorts, are showing CTR gains exceeding 100% over the prior period. At the same time, some of the older retargeting and carousel ad sets, the ones built for the old CTA-click model, are showing softness in the same window.
That’s not a problem. That’s the funnel finally telling us the truth: where real intent lives, and where budget was previously being spent without enough to show for it.
The Bigger Picture
In under 90 days, we moved Defyn from a single-metric optimization model to a multi-form, lead-stage tracking framework, and lead volume has grown as a direct result.
This is what we do across every account we manage, regardless of industry or geography. We don’t just inherit a campaign and tweak it. We rebuild the measurement foundation so every rupee of spend is tied to a real business outcome. For Defyn, that meant going from “clicks that looked good” to “leads we can actually count on.”
