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Performance Marketing
BetKing Sports had solid product-market fit but could not scale paid acquisition beyond $80K/month without CPAs spiraling. Their attribution was last-click only, masking the true value of upper-funnel channels. We rebuilt their media buying infrastructure with multi-touch attribution, automated bidding, and market-specific creative frameworks across 8 countries.
BetKing Sports had proven product-market fit in their home market with a loyal user base and competitive odds. But growth had stalled — their media buying team had scaled paid acquisition to $80K/month but hit a ceiling. Every attempt to push beyond that budget caused CPAs to spike from $55 to $120+ within days, destroying unit economics.
Analysis revealed the root cause: last-click attribution was over-crediting brand search and retargeting while under-valuing upper-funnel activity. They were optimizing toward the wrong signals and starving the channels that actually generated demand.
With board-mandated expansion targets in 8 new markets, they needed a fundamentally new approach.
We rebuilt BetKing's paid acquisition from the ground up over 6 months.
implemented multi-touch attribution tracking 12 touchpoints across the player journey — replacing last-click with a data-driven model that revealed Facebook video and YouTube pre-roll were driving 3x more assisted conversions than previously attributed.
restructured campaigns by player value potential rather than channel — high-LTV, medium-LTV, and volume segments with separate budgets and CPA targets. Built automated bid rules adjusting on 18 signals including device, GEO, time of day, and sports calendar.
expanded to 8 markets with 800+ localized creative variants and market-specific compliance frameworks. Results: monthly spend scaled from $80K to $650K, CPA dropped 38% (from $55 to $34), ROAS improved to 3.8x, and monthly FTDs exceeded 12K across all markets.
Replaced last-click attribution with a data-driven model tracking 12 touchpoints, revealing that Facebook video and YouTube pre-roll were driving 3x more conversions than previously credited.
Restructured campaigns by player value potential (high-LTV, medium-LTV, volume) with separate budgets and CPA targets instead of organizing by channel.
Built automated bid rules adjusting on 18 signals including device, GEO, time of day, and sports calendar for real-time efficiency gains.
Expanded to 8 markets with 800+ localized creative variants and market-specific compliance frameworks to maintain CPA efficiency at scale.
“We thought we'd hit our ceiling at $80K/month. Turns out the ceiling was in our attribution model, not the market. Once we could actually see which channels were driving demand, scaling to $650K was straightforward. The CPA actually went down as we spent more.”
BetKing Sports had solid product-market fit but could not scale paid acquisition beyond $80K/month without CPAs spiraling. Their attribution was last-click only, masking the true value of upper-funnel channels. We rebuilt their media buying infrastructure with multi-touch attribution, automated bidding, and market-specific creative frameworks across 8 countries.
