0%
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. Phase 1 (weeks 1-4): 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. Phase 2 (weeks 5-12): 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. Phase 3 (months 4-6): 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.