Post-iOS14, Tide Business saw its CPA spike and tracking break, while it was spending close to £100K a month on Meta to grow in the UK. The account’s fundamentals had not kept pace with that budget: it lacked structure, creative testing was minimal, and app and web campaigns were cannibalising each other, capping both scale and efficiency.
1. Restructured media setup for scalability
Followed Meta (Facebook) post-iOS14 best practices: consolidated campaigns, broadened audiences, and separated web vs. app funnels to maximize scalability for each.
Ran iterative audience testing across UK regions to identify pockets of qualified user growth.
Supported the launch and scaling of multiple product campaigns (invoicing, expense tracking, loans) using repeatable testing and optimization systems.
2. Built the performance creative foundation
Designed and launched the first performance creative testing system directly with the CMO.
Expanded the creative pipeline across static, video, and creator formats — including cost-saving, feature-led, and testimonial-style assets.
3. Provided cross-team execution and strategic alignment
Acted as the central strategic and execution partner across three internal media buyers.
Aligned campaigns, troubleshooted technical issues, and ensured consistent performance standards across teams.
Static Ad Creatives
