Solution: This campaign was optimized across multiple channels, from creative and media, to spot drop/daypart and analysis. After collecting several months of data, we looked closely at every step in the funnel and were able to reduce the cost per response with creative optimizations. We identified that the conversion to a lead was low, which led the BMG team to investigate further and create a tech solution that boosted the conversion rate by 27%. This led to a lower CPL and 2x increase in annual budgets year over year.