Managed an annual paid media budget of over 500 million VND for B2B audiences, driving sustainable lead growth through funnel-based allocation, weekly optimization, and a focus on lead quality rather than impressions.
Standardize the operating process by aligning budgets with each funnel stage and assigning one core metric to each campaign group.
Segmented target audiences by readiness, aligned content, creative, and media efforts across funnel stages, and maintained a weekly optimization cycle.
Results after 9 months
Rather than just counting the campaigns run, I focused on the metrics that showed how the Performance system created value.
VND in paid media budget managed annually
4.000+
From Jan 2026 to Jun 2026
Every strategy is validated by data. Below are the Paid Media figures for the six-month period, extracted from the original reports.
5,486,720
2,741,386
Clicks
12,260
6.15%
Per-campaign performance from Jan 2026 to Jun 2026 (click the image to enlarge) |
Focusing on the groups with the strongest performance and most efficient costs.
I retain final decision-making authority over the budget. Spending is allocated according to each funnel stage's role and actual cost efficiency, rather than the platform's default recommendations.
Sample allocation: Jan 2026 - Jun 2026
The conversion tier receives the largest share to support business KPIs, while upper-funnel tiers receive enough budget to maintain a steady flow of audience data.
Campaigns with the lowest cost per Lead (CPL) and the highest qualified Lead rates are prioritized for additional budget.
Retargeting and CRM lists can be cost-efficient but are limited in size. Spending caps help prevent ad fatigue, while the remaining budget is redirected toward expanding new audiences.
The closer an audience gets to a purchase decision, the more specific the messaging needs to be. Each of the four audience tiers below serves a distinct objective and is managed in parallel with the others.
Targeting B2B decision-makers based on industry-related behavior, specialized interests, and relevant audience characteristics.
Re-engaging users who have interacted with the website or Facebook Page, or watched videos, but have not submitted a lead form.
Nurturing and leveraging existing customer lists, with priority given to customers who have potential for contract expansion through upselling or cross-selling.
Width represents audience size, while color intensity indicates conversion readiness. Further down the funnel, audiences become smaller, but the budget per person increases.
The most effective ads did more than attract clicks; they addressed the key pain points of decision-makers. The three ads stood out for both CTR and cost per Lead, so they were retained for further testing and scaling.
Cost / Lead
Cost / Lead
Cost / Lead
The budget allocation, audience segmentation, and creative selection above are data-driven decisions. They follow a standardized system built around the three core models below.
Each funnel tier is accountable for exactly one metric. Campaigns that fail to meet their KPIs have their budgets reduced, with no budget transfers between tiers to compensate for underperformance.
Creative performance is evaluated using data rather than intuition. Each ad is scored against five standardized criteria, with specific recommendations for improvement.
7.8/10
Text on banner
Breaking down performance across dimensions (headline, CTA, content, and visuals).
Compiling insights to guide the next round of content production.
A data-driven creative library that shows when to scale, revise, or pause an ad, replacing subjective judgments with measurable criteria.
A weekly four-step optimization loop: analyze performance by funnel stage, form hypotheses, run controlled tests, and reallocate budget to the highest-performing areas.
I integrated and synchronized data from multiple systems (ads, websites and landing pages, and CRM) to provide transparent reporting across the entire customer conversion journey.
Optimization goals
Integrating data across channels to build full-funnel reports and provide transparent tracking of the entire customer journey.
Improving ad content quality based on actual performance data and replacing subjective judgments with measurable evidence.
From budget management to lead growth
Let's build a standardized, funnel-based performance marketing system that optimizes cost per lead and delivers qualified leads to your sales team.
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