CMB Amplify completes multi-channel advertising campaign for consumer services brand
CMB Amplify, the advertising and creative division of CM Beyer Limited, has completed delivery of a multi-channel campaign for a UK consumer services company, covering creative development, media planning and buying, campaign management, and post-campaign analysis.
The campaign ran across paid social media, programmatic display, paid search, and out-of-home placements in targeted geographic areas. All creative was produced in-house by CMB Amplify and reviewed for compliance with the CAP Code before publication. Media was planned and bought directly, with no intermediary agency fees.
Campaign structure
The brief called for a campaign that would drive qualified leads within a defined geographic footprint, with a strict cost-per-acquisition target and a requirement for full ASA compliance across all channels. The client had previously worked with a generalist digital agency that had delivered volume but not quality — high click-through rates but low conversion to paying customers.
CMB Amplify’s approach started with the economics. Before any creative work began, we modelled the funnel from impression to lead to sale, using the client’s historical conversion data and our own benchmark data from comparable campaigns. This gave us a realistic media budget range and a clear set of channel-level KPI targets that the campaign would be measured against.
Creative development followed a structured process. We produced multiple ad variants for each channel, each tailored to the platform’s format requirements and user behaviour patterns. Social creative was designed for thumb-stopping impact in a feed environment. Display creative prioritised clarity and brand recognition over complexity. Search copy was written to match high-intent queries with specific, benefit-led messaging. All variants were A/B tested during the first week, with underperforming creative paused and budget reallocated to winners.
The out-of-home component was targeted at specific postcodes identified through the client’s customer data analysis, using six-sheet and digital screen placements in high-footfall locations. This was not a brand awareness play — each placement was selected based on proximity to the client’s service delivery area and was designed to reinforce the digital campaign with a consistent visual identity.
Media management
All media was bought and managed directly by CMB Amplify. This is a deliberate operational choice — we do not subcontract media buying because it is impossible to optimise a campaign effectively when the buying function sits outside the team making creative and strategic decisions. Real-time budget reallocation, creative swaps, and audience refinement all require the buying team and the strategy team to be working from the same data, on the same timeline.
Campaign reporting was delivered weekly in a standardised format: spend to date, impressions, clicks, leads, cost per lead, conversion rate by channel, and a rolling forecast of end-of-campaign performance against target. The client had access to the same data in real time through a shared dashboard, but the weekly report provided the interpretation and recommended actions that raw data cannot.
Results and next steps
The campaign delivered within the agreed cost-per-acquisition target across all channels, with paid social and search performing above forecast and display performing in line with expectations. The out-of-home component, while harder to attribute directly, correlated with a measurable uplift in branded search volume in the targeted geographic areas during the campaign period.
The client has retained CMB Amplify for an ongoing campaign management programme, with creative refresh cycles, seasonal budget adjustments, and quarterly strategic reviews built into the engagement terms.
For enquiries about CMB Amplify services, contact sales@cmbeyer.co.uk.
