Context
The Market Doesn't Play Nice
Southeast Asia's food delivery space is one of the most competitive advertising environments in the world. Global players with massive budgets, constant price wars, and an overheated programmatic auction. Our client faced a classic growth dilemma: new order volume wasn't hitting plan, and acquisition costs were unstable — inflated by fraud and low-quality traffic that distorted the real CRM picture.
The Challenge
Quality Over Volume
Build a scalable, sustainable flow of new users via social and in-app channels — while holding CAC within agreed KPIs. The target: 1,500+ orders per month. The constraint: audience quality mattered as much as quantity. Installs without orders were noise.
What We Did
Five Moves That Moved the Needle
01
Creative Strategy Overhaul
Replaced one-size-fits-all banners with segmented creatives tailored to each funnel stage and audience cluster. Higher relevance meant lower cost-per-action — without raising bids.
02
Black & Whitelists at Scale
Built extensive placement lists across every active DSP based on accumulated performance data. Budget stopped spreading thin — it concentrated on proven inventory within CAC targets.
03
CPI & CPA Campaign Training
Optimised not just for the first order — but for second and third. Campaigns learned to target users with real LTV, not just users who install and disappear.
04
Deep CRM Analytics
Ran granular analysis across sources: order accuracy, frequency, duplicate detection, traffic cannibalization between channels. Removed the illusion of growth — left only the real thing.
05
Anti-Fraud Optimisation Across All DSPs
Used internal checklists, CRM data, and third-party anti-fraud systems to identify and eliminate fraudulent traffic from every DSP. What remained: only sources delivering real, high-quality orders. No noise, no wasted spend.