Paid social brought in-house. Cost per sale down 55%.
Jaguar Land Rover Australia moved its paid social in-house with no setup to inherit. I built the processes from scratch and ran Range Rover and Defender on Meta from end to end.
Bring paid social in-house, with nothing to inherit.
Jaguar Land Rover Australia brought its paid social activity in-house from its media agency as part of a wider cost-saving exercise.
The aim was to reduce inefficiencies, get activity to market faster and improve lead quality by giving the business direct control over the account.
There was no in-house setup to take over. Everything the account needed to run had to be built first.
One person, the whole account.
Build the in-house setup
I built out all of the internal processes the account now runs on, from how briefs are written to how campaigns go live and get optimised.
Run it end to end
I managed the account independently across both brands, covering strategy, creative briefing, copywriting, campaign activation, budget management and ongoing optimisation.
Cover the full funnel
Activity ran from awareness and consideration through to campaigns directing people to available vehicle stock, and lead generation focused on qualified leads and direct vehicle sales.
Lower costs at every stage, on less spend.
| Metric | Change |
|---|---|
| Lead generation spend | −11% |
| Cost per landing page view | −39% |
| Cost per completed vehicle configuration | −42% |
| Cost per lead | −44% |
| Cost per sale | −55% |
| Lead volume | +58% |
| Lead-to-sale conversion | +26% |
| Direct vehicle sales from Meta leads | Doubled |
Range Rover and Defender combined. Cost per configuration is the cost of generating a completed vehicle build on the website. Cost per sale, tracked internally as cost per win, is lead generation spend divided by direct vehicle sales originating from Meta leads.
Strategy, briefs, copy and activation sat with one person.
New activity went live quickly and optimisation happened continuously, rather than waiting on an external approval cycle. The move delivered the savings it was set up to deliver, and gave the business a faster, better-controlled account with a clearer line between paid social and vehicles sold.
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