Cutting CPL 39% while feeding a $600K AUD monthly pipeline

A high-ticket service with a multi-department sales team and no measurement layer. Lead volume was fine on paper, but cost per lead sat at $18, qualification was inconsistent, and every performance report was assembled by hand.

• 01

  Built and launched 16 campaigns in a single month to map audiences, angles, and formats quickly, then consolidated budget into the 7 that qualified best.

• 02

  Shifted the optimisation target from lead volume to sales-qualified quality: tightened targeting, rebuilt intake surveys, and set up a lead-quality feedback loop with sales.

• 03

  Produced 38 static ad creatives in one month and directed video editors and content creators against structured briefs, running A/B tests across static, carousel, and video.

• 01

  GoHighLevel CRM from zero: lead capture funnels, intake surveys, trigger-based workflows, pipeline stages, and calendar booking.

• 02

  A live Meta Ads dashboard inside the CRM that replaced all manual performance reporting.

• 03

  Automated reporting scripts using Claude Code to pull, summarise, and annotate campaign data for the weekly stakeholder report.

• 01

  Cost per lead down from $18 to $11, a 39% reduction, on a $10K+ monthly budget.

• 02

  3,000+ leads generated to date with an 84% qualification rate.

• 03

  Sales conversion doubled from 4% to 8% month over month.

• 04

  Channel feeds a multi-department pipeline producing $600K+ AUD in monthly revenue.