Lifeway Foods

The challenge

Running $47,000 across Search, Display, Video and Demand Gen is four different jobs sharing one budget. Each campaign type answers to a different objective, so they compete for credit and the blended numbers hide which one is working. The task was keeping the funnel coherent, and keeping click-through and efficiency intact while reach and conversions grew.

Starting situation

Campaign types running in parallel with overlapping objectives, so performance read as one blended average rather than four separate jobs.

Strategy

Assign every campaign type a single role in the funnel, then judge each against the metric that role is actually responsible for.

What we changed

• Gave each campaign type a defined role in the funnel instead of letting them all chase conversions.
• Built audience targeting, ad copy and creative briefs per funnel stage rather than reusing one set across all of them.
• Optimised against interaction rate, cost per interaction and ROAS together, so scale was not bought with waste.
• Reallocated budget continuously toward the campaign types carrying the result that month.

Results

Source: Google Ads and Meta Ads Manager.

What drove the result

Giving each campaign type one job. Once awareness stopped being judged on conversions, budget could move on evidence rather than on whichever campaign happened to get last-click credit.