847 qualified leads in 90 days at $67 CPL. Industry average: $180.

The company had built a capable product and established a clear ICP: mid-market operations teams at companies between 250 and 2,500 employees. But their marketing program had grown in pieces: a search agency running paid search, a separate firm managing LinkedIn, and a freelance designer producing creative that matched neither.

The result was high cost-per-lead, low creative consistency, and no unified view of where pipeline was actually coming from. Their CPL had climbed from $94 to $163 over 18 months as each siloed channel bid against itself and creative performance deteriorated from lack of coordination.

Insight Media Labs took over all channel management under a single team, with one senior principal accountable for the full program. IML's in-house creative team rebuilt all ad creative in a unified visual language: display banners, LinkedIn ads, and CTV pre-roll, at no additional design cost.

The channel mix was restructured around the buyer's actual journey. NewsDriver placed display advertising on the specific publications this audience reads, including trade publications for operations leaders. Programmatic display handled broad awareness and retargeting. LinkedIn reached decision-makers by title and company size. CTV and streaming audio captured the audience during off-hours, reinforcing the brand with buyers already in the consideration phase.

Over 90 days, the program delivered 847 marketing-qualified leads — defined as prospects who completed a demo request or high-intent content download. Cost per lead dropped from $163 to $67, a 59% reduction. Overall return on ad spend came in at 3.2x against the company's pipeline attribution model.

The creative consistency across channels also produced a measurable lift in brand recall surveys: unaided awareness among their target ICP increased 18 percentage points over the campaign period, measured via a quarterly survey the company's customer success team runs with prospects.