Lead Generation
Increase qualified demand from Paid Media.
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CASE STUDY 02 · 08/2024 – 09/2025
Building a Lead Generation & Conversion Optimization System
A Performance Marketing case connecting Paid Media, Lead Generation, CRM and Sales to improve conversion efficiency and longer-term customer value.
- Role
- Performance Marketing Lead
- Focus
- Paid Media · Lead Generation · CRM · Conversion Optimization
01. Challenge & Objective
Rainier needed customer growth beyond lead volume. The focus was improving lead quality, conversion, and the connection between Paid Media, CRM and Sales.
Lead Quality
Optimize against lead quality rather than CPL alone.
Conversion
Track the journey from Lead → CRM → Sales → Repeat Purchase.
02. Performance & Conversion System
Conversion path
From paid acquisition to recurring customer value.
Paid Media Optimization
Allocate budget and optimize campaigns using lead quality, conversion and revenue signals.
CRM & Funnel
Track the customer journey, lead stages and Sales feedback to improve conversion.
Reporting & Automation
Standardize tracking, reporting and CRM workflows to support faster monitoring and decisions.
03. Results & Growth
Monthly ROAS
Maintain stable Paid Media efficiency across Lead Generation campaigns.
Active Customer Growth
Grow the active customer base during the period of responsibility.
Repeat Purchase Rate
Increase repeat customers and support longer-term LTV.
Performance optimization focused not only on acquisition efficiency, but also on recurring customer value and longer-term LTV.
Project Evidence
Selected project evidence
Selected evidence from this case study.