The challenge
Paid acquisition was producing volume, but the buyer profile was wrong. The business was spending heavily on channels that generated cheap leads that didn’t convert — wasting sales time and inflating CAC.
The constraint wasn’t “more leads.” It was ICP enforcement + closed-loop feedback: tightening who we attracted, measuring quality at the source, and optimizing toward revenue signals instead of form fills.
Achieved during
growth phase
The solution
We treated paid media like a revenue system — not a campaign — and rebuilt it in phases:
ICP enforcement (first): Operationalized the ICP (industry, role, deal profile) so platforms stopped optimizing toward the wrong audience.
Intent segmentation at capture: Split “business” vs “personal” intent on the website so sales could prioritize correctly and we could measure quality upstream.
Channel mix shift (controlled): Reduced reliance on Google CPL wins (~$2–$3/lead) and rebalanced toward Meta where targeting produced higher-quality demand.
Closed-loop optimization (later): Layered HubSpot scoring + qualification signals (MQL/SQL tiers, rejects) so platforms optimized toward quality outcomes — not just leads.
The results
Lead quality became predictable. Instead of “a lot of leads and hope,” the system produced a consistently high percentage of ICP demand — which immediately reduced sales waste.
Once CAC and conversion ranges stabilized, spend became scalable because the math worked. We could increase budget confidently knowing what each additional dollar would produce.
ICP lead mix improved: ~15% → 95%+.
CAC dropped: roughly ~$1,000+ → ~$300.
ROAS strengthened: as high as ~20x.
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Elevate your B2B Service Company with a fractional CMO who delivers results.
I’m Javier, a seasoned marketing leader with over 20 years of experience driving growth and brand success. I specialize in helping facility management companies build data-driven marketing strategies that generate high-quality leads and boost revenue—all without the cost of a full-time CMO. My approach is simple: strategic vision, hands-on execution, and a relentless focus on measurable results. If you’re ready to transform your marketing into a powerful growth engine, let’s connect and make it happen.
The Predictable Pipeline Diagnostic: Find What's Breaking Pipeline Growth
More campaigns won’t fix a leaky funnel. This diagnostic shows you exactly where pipeline is breaking and what to prioritize over the next 90 days.
In 15-Minutes You’ll…
✅ Define (or refine) your ICP so you stop chasing noise
✅ Identify the #1 bottleneck limiting pipeline and revenue
✅ Build a simple priority list of fixes for the next 30–90 days