Running a $1.5M B2C budget across UCaaS, SaaS and US legal

I oversee a $1.5M B2C marketing budget spanning multiple above- and below-the-line channels, split across two businesses with almost nothing in common: a UCaaS and SaaS start-up selling a considered technical purchase, and US bankruptcy law firms reaching consumers in acute financial distress.

Running both from one budget forces a discipline I would recommend anywhere — every channel has to justify its allocation against the others, quarterly, on evidence.

The two audiences demand entirely different approaches, so the foundation is segmentation. I build the buyer personas and custom audiences that drive targeting, then hold campaigns accountable to them rather than to channel-level vanity metrics.

For consumer legal, the emotional register matters more than the feature set. For UCaaS and SaaS, the reverse. The same media plan template would fail both.

• A/BStructured testing across creative, landing pages and offers
• SessionsSession recordings to find where intent breaks down in practice, not in theory
• BrandAwareness campaigns alongside direct response so demand exists to capture
• AssetsVideos, copy, emails and newsletters directed end to end

I direct the production of the marketing materials themselves rather than briefing them out and hoping. Owning both the plan and the assets is what keeps the message consistent from ad to landing page to inbox.

I manage annual and quarterly budgets across the channel mix and lead the marketing team delivering against them. The reporting cadence is built so that reallocation decisions are routine and evidence-led rather than reactive.

• Spend$29,480 in July 2026, down 31% year-over-year from $42,809
• Phone calls1,197, up 24% year-over-year from 962
• Cost per phone call$24.63, down 45% year-over-year from $44.50
• Cost per qualified lead$110.83, down 16% year-over-year from $131.32

Year-over-year, the Illinois legal PPC campaigns got more efficient, not just bigger: click-through rate rose 24% and cost per click fell 13%. Every one of the six Illinois campaigns is currently flagged “limited by budget,” a sign there is more to capture at a higher spend level.