Work Proper Freedom
Proper Freedom
£1,071,490 revenue returned
on £734,042 of tracked paid media. Meta and Google Ads.
- Industry
- Property education
- Channels
- Meta and Google Ads
- Period
- Jun to Sep 2026
- Return on tracked media
- 1.46×
The challenge
Proper Freedom sells property training, mentoring and software. At this level of spend the problem was never traffic. It was knowing which pound did the work. Acquisition ran across Meta and Google, and the journey continued past the click into leads, calls, sales and eventually profit. With hundreds of thousands of pounds moving through the account, a small drift in cost per lead or in lead quality changed the profit line materially.
Starting situation
Two platforms reporting separately, each claiming credit for the same conversions, and no single view that tied spend through to banked revenue.
Strategy
Treat acquisition as one budget with one source of truth, and make attributed revenue the number every decision answers to.
What we changed
- Ran Meta and Google as one acquisition budget rather than two separate reports.
- Built attribution reporting that followed revenue, profit, ROI, ROAS, leads, calls and sales end to end.
- Judged every ad against attributed revenue instead of the figure the ad platform reported.
- Tracked cost per lead and cost per new lead separately, so repeat enquiries could not flatter the number.
- Moved budget toward the creatives and campaigns that held efficiency as spend climbed.
Results
| Metric | Result |
|---|---|
| Paid media cost tracked | £734,042.38 |
| Total revenue | £1,071,490 |
| Profit | £337,447 |
| Return on investment | 45.97% |
| ROAS | 1.46× |
Source: Attribution reporting, Meta Ads Manager and Google Ads. 20 June to 19 September 2026.
What drove the result
Separating cost per lead from cost per new lead. Once repeat enquiries stopped inflating the headline, the campaigns that only looked efficient became obvious and the budget moved.
On Meta, platform-reported revenue and attributed revenue diverged by £131,626 over the period. That gap is the reason we report from attribution rather than from the ad platform. An account optimised against the platform's own number is being optimised against the wrong one.