Building a Growth Engine From Scratch for a Health Scale-Up
When I was brought in by Leger, paid media was still in its early stages. The company had recently been acquired and the new ownership team wanted to explore how paid media could support future growth.
Alongside developing the overall acquisition strategy, I also had to navigate the restrictions that come with healthcare advertising on Meta and Google, while building a measurement framework capable of accurately tracking activity across the entire customer journey.
Working closely with the leadership and marketing team, I rebuilt tracking from the ground up, implementing accurate attribution for both test kit purchases and consultation bookings. With the foundations in place, attention turned to creative testing.
Over the following year, we tested dozens of different messaging angles, creative concepts and audience approaches. The focus was on understanding which messages resonated most strongly with potential customers and building a scalable acquisition system around those insights.
As performance improved, we doubled down on the strongest angles and established a repeatable testing framework that allowed the account to continue improving over time.
I developed and tested a dedicated consultation acquisition strategy across Meta. Within the first three months, direct consultation bookings increased from 1 per month to 11 per month, helping establish a second acquisition channel alongside the existing test kit funnel.
Paid media evolved into a core part of the company's growth strategy, supporting every stage of the customer journey and providing a predictable source of customer acquisition.
Most importantly, the business gained a clear understanding of the messages, offers and creative approaches that would continue driving growth long into the future.
We wanted to avoid a large agency setup and work directly with an experienced paid media operator who would understand our goals, communicate clearly, and take proper ownership of the account. Ed has delivered exactly that. He has worked independently and collaboratively with our marketing team, showing diligence, care and a clear commitment to understanding our targets, process and commercial needs. He has also been flexible in finding ways to fit his reporting, testing and optimisation approach around how we work internally. What I have valued most is the combination of hands-on execution, clear communication, useful insight and genuine learning as the account has developed. Paid media is a field where weak process and poor execution are very common, but Ed sits alongside the best operators I have been lucky enough to work with.
Steve Jarvis
Leger Clinic
Average Monthly Growth in New Customers (over 9 months)
+7.6%
Average Monthly Growth in Direct Consultations (over 9 months)
+9.2%
Blended CPA (9 Month Change)
