Fix the structure before chasing new channels. The account had grown without one, so the work was rebuilding it around intent rather than adding spend or platforms.

Messaging aligned to where each segment sat in the buying journey, so high-intent searchers and cold traffic no longer saw the same generic page and pitch.

Prospecting and retargeting split into separate layers with their own budgets, ending the internal competition that had been inflating costs across the account.

Landing pages matched to ad intent instead of routing everything to generic pages, with the friction points costing conversions after the click removed.