Marketing services · Led

132 leads at $19.85 — and, more usefully, a process that outlived the campaign.

The agency could deliver work in any state and had no repeatable way to attract a client or onboard one. This ended up being more consulting than campaign management.

Measured outcome

132: client leads$2,620.20 spend
$19.85: cost per lead
50: US states servedContractors and creators in place nationally
0 → 1: repeatable client processBrief, debrief, onboarding, documentation, invoicing

Client: MXM
Period: October
Duration: Active acquisition phase, advisory continuing
Engagement: Operating model
Reading time: 1 min

Key achievement

A working process from ad to lead to onboarding to invoice, instead of a campaign that stops when the budget does.

Role clarity

Led

Everything to do with getting clients: strategy, analytics, advertising, CRM setup and training. Plus consulting on how the agency ran the work: onboarding, briefs, debriefs, documentation, invoicing. The owner did all the selling.

Context

MXM does influencer marketing, social media management, content production, and creator management. With photographers and specialists in different states and most of the work deliverable remotely, they could serve clients anywhere in the country.

They just couldn’t find them.

Diagnosis

The brief was acquisition. The actual problem showed up as soon as we looked past it: even when clients did arrive, there was no consistent way to take them on. No standard brief, no debrief, no documentation, no invoicing rhythm, and no CRM holding any of it together.

Advertising into that gives you leads the business can’t reliably serve. You end up paying to disappoint people.

The website was poor, and rebuilding it would have cost weeks and money before a single lead showed up. So it wasn’t a thing to fix. It was a thing to route around.

Decisions

Used Meta lead forms instead of sending traffic to the site, cutting the weak website out of the funnel entirely
Ran nationally rather than testing geographies, because they genuinely covered all fifty states
Set up the CRM and trained the owner, so leads had somewhere to live and a defined next step
Built the operating layer alongside acquisition: onboarding, briefs, debriefs, documentation, invoicing
Left the selling with the owner, who knew the service and the market better than any process I could write

Results

132 leads at $19.85 on $2,620.20 of spend, across every US state.

The process outlasted the campaigns. They finished with a defined way to attract, onboard, brief, document, and invoice a client, which is why we’re still talking years later.

Paid campaigns aren’t running now: the owner moved to a bigger project and the agency works on referrals. He still calls when something needs untangling.

**MxM Media in its own visual language**The agency's current public identity: a Los Angeles digital marketing and content production studio built around audience growth for creators and brands.MxM Media public website, accessed 29 July 2026

**One month, all states**132 leads at $19.85 each from $2,620.20, reaching 50,028 people at a frequency of 1.41. A frequency that low says the audience was nowhere near saturated: the budget was the constraint, not the market.Meta Ads Manager, October

Read the story behind this case

MXM had all fifty states covered. The first phone call still had nowhere to go.

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