The challenge

As part of a challenge during Le Wagon's Growth Marketing Bootcamp, I was tasked with evaluating the paid advertising performance of four key acquisition campaigns, to guide budget decisions and strategy for the next semester. The challenge required not only understanding the quantitative performance (CPA, CTR, ROAS…), but also deriving tactical optimizations to improve ROI. I had the opportunity to present my findings to the batch.

Methodology

• Data cleaning & audit: Reviewed raw datasets from 4 campaigns (Google Search, PMax, Meta Retargeting, Meta LeadGen).
• KPI analysis: Focused on CPA, CTR, CVR, ROAS, Cost per Result, Conversion Volume.
• Segmentation & funnel mapping: Defined 4 personas to link intent with ad placement.
• Prioritization: Applied the ICE scoring framework to identify the most impactful areas for improvement.
• Creative testing strategy: Suggested A/B testing frameworks by format (video vs image) and message.
• Budget reallocation plan: Suggested a new distribution of a +50% increased budget based on performance & potential.

Key insights

• ‍Meta free courses campaign was the top performer: €11.75 per lead, 14.17% CVR → Scale & nurture via email sequences.‍
• Google Search brought high-intent traffic with a strong CTR and a CPA below target → Increase budget.‍
• Meta Retargeting was underperforming: High CTR (8.94%) but low CVR (0.86%) → Refine audience & messaging.‍
• Google PMax had low CTR but decent CVR → Test stronger creative hooks and refine automated placements.

Deliverables

• Strategic report (KPIs breakdown, recommendations, personas)
• Budget reallocation scenario and A/B testing setup proposal
• A new campaign idea: “Learn Growth in 60 Seconds” (YouTube Shorts & TikTok)

Slide deck

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