C2 Management

C2 Management is a music marketing agency serving artists and labels from Los Angeles and New York. Every lead is an inquiry from an artist or label looking for marketing and promotion.

The Challenge

From March 2023 through August 2024, the account spent steadily and recorded zero conversions. Eighteen months of spend with no lead data means no signal for the bidding algorithms to learn from, and no way to know which city, keyword, or dollar was working. Before anything could scale, measurement and structure had to be rebuilt.

The Solution

• Rebuilt the Search program city by city: dedicated DWA campaigns for Los Angeles, New York, and a National catch-all, plus a separate brand campaign
• Bidding matched to each campaign's data: manual bidding on the flagship LA campaign, automated Max Conversions where volume supported it
• Controlled expansion tests into Nashville, San Francisco, and Tokyo with small dedicated budgets
• A Performance Max test for the artist PR offer in New York
• On Meta, a full-funnel structure: cold and retargeting lead-form campaigns, webinar warm-up campaigns, and a MOFU/BOFU layer to move warm audiences toward contact

The Results

Conversions were first recorded in September 2024. Within a year the account went from 2 tracked leads a month to a peak of 125, and the last 12 months produced 772 leads at a $90 cost per lead.