CallingPost: Rebuilding & Scaling Paid Acquisition to Drive 3X Lead Growth
Case Study Overview
CallingPost partnered with Solas in late 2025 to take over their paid acquisition efforts after an underperforming agency engagement. What followed was a full rebuild of their Google and Meta advertising strategy—focused on structure, scalability, and efficiency.
Within one quarter, we transformed paid media into a reliable growth engine, increasing lead volume by over 250% while significantly lowering the cost of traffic across both channels.
Services Provided
Paid Media Strategy and Growth Planning
Google, Bing and Meta Ads Management
Campaign Restructuring and Optimization
Performance Tracking and Conversion Optimization
The Challenge
When CallingPost brought me on in November 2025, their paid acquisition channels were underperforming.
They had previously worked with a PPC agency, but results weren’t meeting expectations:
Lead volume was inconsistent and limited
Cost efficiency lacked clarity and control
Campaign structure had become fragmented and difficult to optimize
There was no clear path to scale
The team needed more than management, they needed a strategic partner embedded in execution.
The Objective
My role was to step in as a paid media consultant, strategist, and implementation lead to:
Rebuild trust in paid acquisition performance
Establish a clear, scalable campaign structure
Increase lead volume while improving efficiency
Create a system the internal team could confidently grow
The Approach
We focused on rebuilding the account from the ground up with a performance-first framework.
1. Full Account Audit & Restructure
Analyzed campaign performance, tracking, and spend allocation
Rebuilt Google Ads around intent-driven keyword groupings
Simplified campaign structure to improve control and visibility
2. Strategic Channel Expansion (Meta)
Repositioned Meta from underutilized → core acquisition channel
Built campaigns designed for efficient traffic at scale
Aligned messaging with real use cases by industry (churches, schools, sports, businesses)
3. Budget Allocation & Scaling Strategy
Shifted spend toward high-performing campaigns
Introduced controlled scaling to avoid performance volatility
Balanced volume + efficiency, not one at the expense of the other
4. Ongoing Optimization System
Weekly optimization cadence:
Search term mining + negative keyword expansion
Bid adjustments and budget reallocation
Ad copy testing and iteration
Continuous performance monitoring to guide scaling decisions
The Results
Q1 2026 vs Q1 2025
Lead Growth
1,053 leads vs 294 leads
+258% YoY increase
👉 More than tripled lead volume within one quarter!
Search Ads (Google & Bing)
Clicks: +260% (from 4,163 to 15,010)
Impressions: +620% (from 29k to 211k)
Avg CPC: ↓ 65% (from $1.96 to $0.68)
👉 Expanded high-intent traffic significantly while lowering acquisition costs
Meta Ads (Facebook & Instagram)
Clicks: +1,200% (from 371 to 12,038)
Impressions: +1,485% (from 72k to 879k)
Avg CPC: ↓ 87% (from $2.46 to $0.31)
👉 Transformed Meta into a high-volume, low-cost acquisition engine