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.