Paid Acquisition

Building a $14M+ Revenue engine from Zero

The Challenge

When I stepped into my business marketing role, Quora did not run any B2B paid acquisition programs. There was no dedicated budget, tracking infrastructure, or codified strategy for converting marketers into Quora advertisers through paid channels.

The Strategy

I developed the basis for a scalable program by focusing on thematic testing: aligning creative hooks with our core value propositions (eg: high-intent audiences, B2B decision-makers, unduplicated reach, thought leadership, etc), tracking results, and documenting my process.

Execution

Full-Stack Management: Personally managed a $100K annual budget across LinkedIn, Reddit, Google, Meta, and Quora, handling everything from campaign building to reporting.

Creative Direction: Developed all copy and creative messaging while guiding our designer on branded asset creation. 

Operational Scale: After proving the ROI over a two-year period, I codified the playbooks and trained a direct report to take over day-to-day management, allowing me to focus on high-level growth strategy.

The Impact

$8M+ in attributed revenue from qualified inbound advertisers.

$6M+ more in open pipeline opportunities for the global sales team.

Transformed a blank slate into a predictable, scalable revenue driver.