Case Study

TAX CASE STUDY

From $0 to $300k+/mo on Meta Ads at 2.87x ROAS

How Dominus helped a tax relief company move away from non-compliant
RVM calls and build a scalable, compliant growth engine.

Phase 1

Research & Insights

Industry Immersion

Studied blogs, industry reports, and competitors.

Sales Team Interviews

Extracted insights on customer pains,
desires, and triggers.

Audience Definition

Identified key avatars and
profit potential.

Compliance Lens

Designed positioning that avoided “me-too”
messaging and regulatory pitfalls.

Phase 2

Messaging & Avatar Testing

Isolated variables

Began with only messaging + avatar to validate assumptions.

Execution

- Ran static image ads (simple text creatives) with ad copy.
- Directed traffic to Facebook lead forms (no funnel yet).

Tracking First

Built a robust tracking system to measure not just CPL
but lead quality (pickup rates, engagement, sales-readiness).

Outcome

Identified the strongest avatar + messaging combo that
produced both affordable CPL and qualified prospects.

Phase 3

Funnel Buildout & Lead Quality Optimization

Built a dedicated landing page funnel to add friction and filter intent.

Added longer forms and educational content about the process and costs.

Impact

- Higher CPL, but dramatically better lead quality.
- Sales team morale improved by talking to real, motivated prospects.
- Conversion rates increased as intent rose.

Phase 4

Creative Development & Optimization

Moved from static images → video-first strategy.

Tested multiple creative formats:

UGC-style videos

AI-generated creatives

Testimonial-style content

Founder/president on-camera as authority

Spokesperson videos in different tones

Tested emotional triggers: fear, education, FOMO/op angles

Leveraged sales call recordings + AI analysis to extract real customer language and refine scripts.

Phase 5

Backend & Automation Support

Implemented email and SMS nurture sequences to improve contact rates.

Designed automations to re-engage leads who ignored calls from unknown numbers.

Outcome: Higher engagement, better lead-to-call connection rates, and closed deals.

Phase 6

Scaling Strategy (Vertical + Horizontal)

Vertical Scaling

Pushed more spend into the winning
avatar + messaging.

Horizontal Scaling

Expanded into additional buyer personas (truckers,contractors, nurses, etc.)

Tailored creatives and landing pages for each niche, using familiar language and relatable actors.

Acknowledged tradeoff: some personas less profitable, but necessary for broader scale.

Built a creative machine: systems to rapidly produce and test high volumes of creatives at speed.

Phase 7

Nationwide Scale & Data Infrastructure

Scaled from niche to mass market with broader, high-impact messaging.

Creative + funnels optimized to sustain high ad spend without fatigue.

Backend fully dialed in: deliverability, contact rates, and trained sales team to handle volume.

Granular tracking at every stage enabled continuous optimization and performance gains.

Results

Scaled from $0 to $300k+/month
in Meta ad spend.

Delivered 2.87x ROAS on initial payments alone (excluding LTV, upsells).

Built a compliant, repeatable growth engine that transformed the client’s acquisition model.

Empowered sales team with better leads, morale, and closing efficiency.

Conclusion

In a matter of months, Dominus guided this tax relief client from no paid ads and risky RVM dependency to scaling $300k+/month in Meta spend at nearly 3x return on day-one payments.

By combining deep research, structured testing, full-stack creative production, backend automation, and relentless tracking, we built a compliant, scalable growth engine, and set the foundation for nationwide dominance.

The Dominus Way

At Dominus, this is what we do best. We don’t just run ads, we build the
‍systems, proof, and strategy that allow complex offers to scale.

If you’re ready to stop experimenting and finally build a
marketing engine that converts at scale. Work with us