No online acquisition structure, no creative system, no scalable funnel
Doola’s ad account was poorly structured — reliant on underperforming brand campaigns that failed to drive qualified traffic.
On-site, there were no landing pages, no conversion flow — the homepage wasn’t built to convert.
There was no sales strategy — no clear path from lead to purchase, and no feedback loop to improve performance.
Creatives were exhausted — outdated 2D whiteboard videos were still in use, with no testing system or scalable angles in place.
1. Restructured the ad account for a high-consideration legaltech product
Rebuilt paid media from scratch — structuring two distinct funnels based on sales cycle dynamics.
One focused on generating qualified leads (registrations).
One focused on converting those leads into paying customers.
This segmentation allowed each stage to be optimized independently — critical for a non-impulse product like U.S. LLC business formation.
Launched global campaigns targeting entrepreneurs in 40+ countries.
2. Creative testing & localization
Implemented a creative testing system across brand statics, founder-led content, and creator assets.
Personalised ads by geography — identifying high-performing combinations early.
3. CRO & full-funnel optimization
Supported landing page development and onboarding flow improvements.
Worked with the internal team to guide CRO priorities based on drop-off points and funnel diagnostics.
Together, these efforts built the foundation for a global acquisition engine — designed to scale paid performance while aligning with Doola’s high-consideration sales model.
Static Ad Creatives
Video Ad Creatives
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Arjun Mahadevan
CEO, Doola (YC S20)
