When we joined, Doola was under pressure to show traction, but its paid marketing lacked the fundamentals to deliver it:
Ad account was poorly structured, relying on underperforming brand campaigns that failed to drive qualified traffic.
Funnel: The homepage wasn’t built to convert, and there was no clear path from lead to purchase.
Creative: Ads still ran on outdated 2D whiteboard videos, with no tested angles, offers or testing systems.
1. Tested brand angles, messaging and offers before scaling
Ran a structured test of brand angles, messaging and offers to find what attracted international entrepreneurs and what moved them to pay.
Rolled out the winning offer across the account, which took Doola to positive ROAS and kept it there month after month.
2. Optimised the full paid funnel through CRO
Supported landing page development and onboarding flow improvements.
Set CRO priorities with the internal team based on drop-off points and funnel diagnostics.
3. Restructured the ad account for a high-consideration legaltech product
Rebuilt paid media from scratch, with two funnels built around the sales cycle:
One generating qualified leads (registrations).
One converting those leads into paying customers.
Optimised each stage on its own, which matters for a non-impulse purchase like U.S. LLC formation.
Launched global campaigns targeting entrepreneurs in 40+ countries.
4. Built a creative testing system at international scale
Built a creative testing system across brand statics, founder-led content, performance PR, FB-native advertorials and creator assets, all running on the winning angles from step 1.
Localised ads by geography to find the strongest country and creative combinations early.
Static Ad Creatives
Video Ad Creatives
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Arjun Mahadevan
CEO, Doola (YC S20)
"Frontline restructured entirely our paid social account in a functioning way and provided guidance for our ad creatives and sales funnel as well. Once we switched our Doola offer, we were able to hit positive ROAS month after month"