Accenture (Meta Project) — Scaling SMB Performance Through Mobile-First & Funnel Optimization

⭐ Problem

SMB advertisers were overspending on wrong objectives, using outdated desktop-first strategies, and running fragmented funnels with poor signals — resulting in low ROI and weak attribution.

⭐ Insight

✦ Advertisers were misaligned with Meta’s conversion funnel
✦ >80% traffic was mobile, but creatives, CTAs, events were desktop-led
✦ Pixel/CAPI setups were inconsistent, hurting audience quality

⭐ Strategy

Build a “Performance Operating System” across:
✦ Mobile-first adoption
✦ Funnel realignment
✦ Creative diagnostics
✦ Event & signal optimization
✦ Scalable testing roadmaps
✦ Advertiser education & maturity uplift

⭐ Execution

✦ Shifted advertisers to mobile-first formats & optimized events
✦ Redesigned funnels for Lead Gen, Sales & App Installs
✦ Delivered 15+ workshops on creatives, attribution, optimization
✦ Built weekly market intelligence packs
✦ For a Florida HVAC client: Awareness → Lead Gen + local retargeting ⇒ 20–25% lead conversion

⭐ Impact

✦ 30% increase in mobile adoption
✦ 25% improvement in ROI
✦ 20% higher campaign efficiency
✦ 35% rise in client satisfaction
✦ Thousands corrected funnel structures & reduced wasted spend