The brief
Uni Vivamus is an online education platform offering professional certification courses. They were running Meta Ads but ROAS had plateaued at 1.8x. Their creative fatigue was high, same ads had been running for 6 months. Audience targeting was broad and email capture forms were leaking leads. They needed a paid acquisition system that could scale profitably.
What I found
Three core issues: (1) No creative testing framework, winner ads were never refreshed. (2) Audience overlap between campaigns meant they were bidding against themselves. (3) Conversion tracking was broken on iOS14+ devices, so algorithm optimisation was flying blind. Email nurture sequences were generic one-size-fits-all blasts.
What I built
Implemented a weekly creative testing cadence: 3-5 new ad variants per week with structured kill rules. Restructured campaigns into single-audience ad sets to eliminate overlap. Fixed server-side conversion tracking with Conversions API. Built segmented email flows based on course interest, lead source, and engagement level.
- Meta Ads Manager
- Facebook Pixel + CAPI
- Google Analytics 4
- Klaviyo
- Canva/Figma for creative
- A/B testing framework
What changed
ROAS climbed from 1.8x to 4.9x within 90 days. Cost per lead dropped 43%. Creative fatigue cycle shortened from 6 months to 3 weeks. Email open rates improved from 18% to 34% through segmentation. Total lead volume hit 700+ in the first quarter after restructuring.
“Mark did an excellent job supporting our day-to-day operations. He was reliable, proactive, and easy to work with throughout the project. His structured approach helped improve our internal processes and made a noticeable difference to the team’s efficiency.”