Nobody hired me to make a prettier dashboard. The leads had stopped, the spend had not, and the reports kept insisting everything was fine.
Three changes, none of them clever. We cut the channels that looked busy but converted nothing, rewrote the offer in human words, and sent one plain-text email to a list everyone had given up on.
By week six the cost-per-lead had dropped 94%, and the reactivation email from this account is now a $39 template anyone can buy.
“The fix was never a new tool. It was deleting the three that were lying to us.”