Card&Beyond is a full-service merchant solutions provider helping business owners across the US get set up with POS systems, payment processing, service robots, and digital marketing tools. With a particular focus on serving Korean-owned businesses — from restaurants and nail salons to medical offices and beauty spas — they operate in a competitive, relationship-driven market where trust and visibility both matter.

They came to NAV43 with a real problem: a healthy paid media budget that wasn't producing results to match. Leads were coming in, but not at the volume or quality the business needed to grow. What our team found when we looked under the hood wasn't a media problem — it was a foundation problem. Tracking was broken. Attribution was unreliable. The ad platforms were making decisions based on incomplete signals. And the audiences being reached in retargeting campaigns had drifted far beyond the high-value, brand-aware prospects Card&Beyond actually wanted to convert.

Before any creative was refreshed or budget was reallocated, we had to rebuild from scratch.

The PPC Challenge

Card&Beyond wasn't losing because of a lack of investment. They were losing because the infrastructure underneath their spend couldn't support it. Our audit surfaced seven distinct problems:

Tracking Was Fragmented and Unreliable Multiple GTM and GA4 containers were running simultaneously across the site, creating duplicate data and conflicting numbers.
The Platforms Were Optimizing for the Wrong Goals Google was optimizing toward account-wide conversion actions spanning multiple funnel stages rather than a single, high-intent event.
Meta Was Operating Partially Blind Card&Beyond's Meta account had a contact match rate of just 4.4 out of 10 — meaning Meta's algorithm couldn't reliably connect ad clicks to real people.
Retargeting Was Targeting the Wrong People Retargeting campaigns were built on lookalike audiences, which by design expand far beyond the core audience.
No Offline Conversion Data There was no mechanism for passing post-conversion events (such as MQL progression in HubSpot) back to the ad platforms.
Ad Creative Was Exhausted Several ads had been running unchanged for an extended period. On Meta in particular, video ad campaigns had only a single creative per campaign, with frequency scores well above healthy thresholds.

Strategy & Approach

Phase 1 Foundations: Fix What's Broken Before Spending More
Phase 2 Optimize: Improve the Quality of Every Click
Phase 3 Scale: Expand What's Working

The first priority was making the data trustworthy. NAV43 consolidated Card&Beyond's fragmented GTM and GA4 setup into a single clean container, removed duplicate and redundant tags, and extended event retention windows so the team could finally work from reliable historical data.

From there, we rebuilt the conversion tracking architecture end to end — capturing live chat, form submissions, and call tracking as properly configured events — and synced offline conversion data from HubSpot back to Google and Meta. For the first time, the platforms could see not just that a lead had been generated, but what that lead was worth to the business.

We aligned both Meta and Google to a single, high-intent conversion event: a Marketing Qualified Lead (MQL) as defined in HubSpot. This gave the algorithms a clean, consistent signal to optimize toward — and immediately began improving the quality of the traffic being driven.

Results and Outcomes

Conversion Rate

150% increase in website conversion rate following tracking rebuild and landing page CRO

Cost Efficiency

46% lower cost per conversion by month 3 of the engagement — achieved without reducing overall lead volume

Call Volume

57 calls tracked in February 2026 — more than the preceding five months combined, reflecting the impact of proper call tracking implementation and retargeting focus

YouTube Retargeting

$32.85 CPL via high-impact YouTube retargeting campaign — a highly efficient channel for reaching warm, brand-aware audiences at scale

Data Integrity

Consolidated from multiple conflicting GTM and GA4 containers to a single, clean source of truth
Offline conversion events synced from HubSpot to Google and Meta — giving both platforms full visibility into lead quality and post-conversion value for the first time

Key Takeaways

Broken Tracking Is the Most Expensive Line in Your Budget Card&Beyond wasn't underspending — they were underinforming their platforms. Every dollar spent while conversion data was fragmented or missing was a dollar spent teaching the algorithms the wrong lessons. Fixing the foundation first meant every subsequent dollar worked harder.
Retargeting Only Works If You're Targeting the Right People Lookalike audiences and retargeting are not the same thing. Card&Beyond's stated priority was reaching warm, brand-aware decision makers — but their retargeting campaigns were using lookalikes to reach cold audiences at scale. Rebuilding around true warm audiences (site visitors, engaged prospects, active pipeline) immediately sharpened performance.
One Conversion Goal Beats Many Optimizing across multiple conversion actions at different funnel stages dilutes the signal. Aligning both platforms to a single, high-intent event — MQL in HubSpot — gave the algorithms a clear objective and accelerated the learning phase significantly.
Ad Fatigue Is a Silent Budget Drain A single creative running indefinitely in a small retargeting pool will exhaust its audience and deliver diminishing returns — often without the frequency data being monitored closely enough to trigger a refresh. A structured creative testing workflow (3–5 assets per campaign, refresh at frequency 5+) is infrastructure, not optional maintenance.
The Platform Sees What You Show It Meta's 4.4/10 match rate wasn't just a data quality issue — it was actively degrading the quality of its targeting decisions. Improving match rate through better pixel configuration and offline event syncing meant Meta's AI had better information to work with, and better information produces better results.

Spending on paid media but not seeing the leads to match?

The problem is rarely the budget. It's usually the foundation underneath it. NAV43's paid media team will audit your tracking, attribution, and account structure — and show you exactly where performance is being left on the table.

Get a Free Paid Media Audit