Framer

Highlights

• Managed $500k+/mo in advertising spend across Google, Meta, YouTube, LinkedIn and Reddit. Created the international budget management system, which tiered countries by sign-up-to-paid-subscription rate and MRR.
• Introduced Google's video-based Demand Gen campaigns and scaled investment in them by 200%
• Ran a Meta ads geo-holdout test whose results moved investment out of Meta and into Google's Demand Gen

The company

Website builder software.

My remit

I was the hands-on operator of an ad budget of $500k+ a month, and I owned its reporting.

Channels and budget

Mainly Google and YouTube, which I ran myself. I also supported the Meta, LinkedIn and Reddit accounts.

What I built or changed

I restructured the accounts and scaled the spend significantly. I created the international targeting strategy, which split countries into tiers by their sign-up-to-subscription rate, weighted by the MRR each brought in. We reviewed the tiers quarterly, so budget followed the markets that paid back and unprofitable markets were paused. I ran extensive ad copy testing on paid search, plus landing page and creative A/B tests, each set up with a hypothesis, a measurement plan and decision criteria. I used cohort analysis to understand incrementality from paid media, watched cohort quality closely on Meta, and ran holdout geo-lift tests on Meta that turned off set markets.