Fireflies
International Acquisition Scale
Voice meeting assistant expanding paid media reach beyond the U.S.
Fireflies needed to scale paid acquisition across global markets while improving ROAS and identifying high-performing keywords and geographies. MAVAN provided strategic clarity and operational expertise.
Acquisition
Key Performance Metrics
1.96x
ROAS at $700K+ scale
46%
CAC reduction QoQ
20%
lower CAC via Broad Match
What we did:
- Value-Based Optimization at Scale: Transitioned all major campaigns to Value-Based Optimization (VBO) and tROAS bidding, resulting in +20–38% higher ROAS across tests. Introduced guardrails and trial-value models to improve efficiency and scalability while preserving quality traffic.
- Channel & Geo Expansion: Scaled Bing to match Google performance benchmarks while piloting Tier 2–4 market expansion. Identified high-performing regions (Netherlands, Poland, Argentina) with ROAS between 2.4×–3.1×, enabling smarter budget reallocation and sustained global reach.
Impact:
- Maintained $700K+ monthly spend while achieving a blended 1.96× ROAS.
- CAC reduced by 46% quarter over quarter
- Broad Match & Discovery testing delivered 20% lower CAC vs. exact/phrase campaigns.
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