Scaling subscriber acquisition across new global markets while driving CPC down 53%.
A global content subscription platform was rolling out into new international markets and needed acquisition to scale alongside the expansion — without spend climbing proportionally. Early-phase CPCs had peaked at $1.21 during initial market entry, and the existing campaign architecture wasn't built to absorb rapid geographic rollout without quality drift. The mandate was straightforward: open new territories while protecting efficiency.
We rebuilt the account around a scalable, geo-segmented structure that could absorb new market launches without performance degradation. Region-by-region campaign builds, each with localized bidding strategies and audience signals calibrated to local market conditions. Continuous keyword refinement, negative keyword expansion, and Quality Score work drove CPC from $1.21 down to a $0.25 low — settling at a $0.57 average across the full period. Audience and asset segmentation were tightened so bidding algorithms had clean, unambiguous signals to optimize against, holding conversion volume steady as reach scaled globally.
Full-period support: $1.68M total spend across managed markets, $0.57 average CPC, 295K total conversions.
CPC peaked at $1.21 during initial market expansion, was driven to a $0.25 low through continuous optimization, and settled at a $0.57 average across the full period — a 53% reduction from peak to settled average.
Systematically built out and launched campaigns across international markets to support the platform's global growth strategy. New geo-targeted campaign structures were deployed region by region, each with localized bidding strategies and audience signals tailored to local market conditions — enabling the platform to acquire subscribers in new territories at scale without rebuilding from scratch each time.
Through continuous keyword refinement, negative keyword expansion, and Quality Score improvements, CPC was driven from a $1.21 peak down to a low of $0.25. By tightening targeting to the highest-intent search queries and eliminating wasteful broad-match traffic, the account achieved significantly more efficient spend without sacrificing conversion volume.
Built a scalable campaign architecture that could absorb rapid geographic expansion without performance degradation. Audience segmentation was refined to isolate high-converting user profiles, and campaign structures were organized to give bidding algorithms clean, unambiguous signals — keeping quality high as spend and reach scaled globally.
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