Scaling Paid Media Across Locations Efficiently: A Smarter Model for Multi-Market Growth
Project Overview
As a multi-location veterinary services franchise brand, our client was funding paid media across dozens of individual locations—resulting in nationally fragmented budgets, inconsistent market performance, and declining efficiency as investment scaled. With dollars spread thin across markets with varying levels of demand, they needed a more scalable paid media model that could allocate investment more intelligently, absorb increased spend, and improve efficiency without sacrificing lead quality.
Overdrive restructured the account across Google, Meta, and Yelp using a tiered approach to prioritize high-intent demand, align channel roles, and unlock smarter optimization at scale.
The Challenge
- Paid media investment was fragmented across individually funded locations, stretching budgets thin and limiting efficiency
- Performance varied significantly by market, limiting confidence in expansion
- Needed to restore call volume and lower-funnel demand
- Required a scalable model that improved efficiency—not just volume
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Our Solution
- Shifted from location-by-location funding to a tiered, performance-based investment model
- Implemented tiered location segmentation so budgets flex by demand, efficiency, and opportunity
- Deployed funnel-aligned strategies by tier (BOFU for top markets, mid-funnel support for mid markets, full-funnel for developing markets)
- Consolidated campaigns and reallocated budgets to concentrate spend where returns were highest
- Established clear cross-channel roles + funnel-based measurement to speed optimization and scale efficiently
The Results
The Results
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