Reducing CPA by 50% for JuicySMS in Just 3 Months With Step-By-Step Optimizations
JuicySMS is a platform offering functionality for SMS campaign automation, API integration, analytics, and campaign management. The service provides temporary U.S., Dutch, and U.K. phone numbers that allow users to securely verify various online services at an affordable price.
-50%
total CPA reduction
Challenge
Between December and February, the JuicySMS campaigns had an average CPA that served as the baseline for optimization. This level of spending made customer acquisition too costly to sustain long-term profitability. We set an ambitious goal for the next quarter: reduce CPA without losing lead quality or conversion volume. This required not just tactical fixes but also a systematic restructuring of the account and smarter budget allocation.
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Solution
To achieve this, our team focused on building a solid foundation and then making gradual, data-driven optimizations:
- Tracking setup. Implemented robust conversion tracking to ensure full visibility into purchases and other key conversion actions.
- Ad adjustments. Reviewed underperforming ads and introduced refreshed creatives to increase engagement and click-through rate (CTR).
- Account restructuring. Reorganized campaigns and ad groups to allow cleaner segmentation, prevent budget overspending, and improve control over performance by product/GEO.
- Ongoing optimization. Iteratively refined campaigns based on incoming data, working with keyword lists, bid adjustments, bidding strategies, and GEO targeting.
Results
This structured approach delivered consistent improvements month over month:
- In March, CPA decreased by around 20% compared to the previous average.
- In April, performance improved further with an additional 15% reduction in CPA.
By May, CPA had dropped by a total of approximately 50% from the initial benchmark, marking the strongest month of the quarter.
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By the end of the third month, we had not only met but exceeded the target, reducing CPA by almost half compared to the initial baseline.
Key Takeaways:
Through careful groundwork and continuous optimization, even ambitious cost-reduction targets can be met within a short timeframe. This project demonstrates how clear goals, strong analytics, and disciplined optimization can deliver dramatic improvements in a short time. By combining structural changes with ongoing data-driven refinements, we not only achieved but surpassed the client’s ambitious CPA target.
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