The problem
Being told to choose between building the brand and hitting a sales number, on one budget.
What we did
Stopped treating them as separate budgets. Ran awareness and conversion in the same account with a shared audience pool, so the people we reached at the top were the ones being retargeted at the bottom. Tested creative against sales, not against engagement.
What happened
Both objectives moved together instead of trading off. The account returned 9.4x on total spend, not on a cherry picked campaign.
Figures as reported by the client's own platform and analytics. Budgets and revenue are the client's and are not published.