The challenge

Atlas was spending heavily on paid but optimising to form-fills, not closed deals, so spend chased cheap, low-intent leads.

What we did

  • Rebuilt account structure around real buyer intent and geography.
  • Implemented Meta CAPI + offline conversion uploads to feed closed-won data back in.
  • Moved bidding to optimise for qualified leads, not raw form-fills.
  • Rebuilt landing pages and GTM event tracking.

The results

  • −46% cost per qualified lead.
  • Lead-to-viewing rate up 38%.
  • Spend reallocated to the campaigns that actually closed.