Increase in paid media ROI
Reduction in cost per session
YoY revenue growth
MPB wanted to bring its digital media operations in-house without putting performance at risk. Croud helped de-risk the transition through a phased GMP onboarding model, live training and flexible consultancy support, enabling MPB to take ownership of its paid media operations while delivering a 30% increase in paid media ROI, a 20% reduction in cost per session and 25% YoY revenue growth within six months.
In 2024, MPB appointed Croud as its Google Marketing Platform (GMP) technology partner to support a critical strategic shift: bringing digital media operations in-house.
For MPB, the decision to in-house media was a major inflection point. The move promised greater control, transparency and long-term efficiency, but it also carried significant risk. Performance continuity was essential, and any disruption during the transition could impact customer acquisition and revenue growth.
At the same time as transitioning its media operations, MPB was also building and onboarding a new internal team. This meant the business needed to migrate platforms, embed new processes and transfer knowledge, all while continuing to deliver against ambitious commercial targets.
The challenge was therefore to execute a complex in-housing transition without performance loss, ensuring the new internal capability could operate confidently and effectively from day one.
To support MPB’s transition to in-house media capability, Croud combined platform expertise, operational experience and industry intelligence to identify the key risks that could disrupt performance during the transition.
This analysis revealed that the primary risk was not simply capability, but how decisions were sequenced across technology, people and governance. In many in-housing programmes, rapid platform handovers can lead to fragmented accountability, inconsistent optimisation and short-term performance decline.
Rather than accelerating immediately towards full autonomy, Croud identified that protecting optimisation maturity and operational stability would be critical to a successful transition.
This insight informed the design of a deliberately phased transition model, which became the guiding principle for MPB’s in-housing programme: protect performance first, then build internal capability.
Acting as an extension of MPB’s newly formed media team, Croud applied specialist intelligence across planning, training and governance to ensure knowledge transfer happened alongside live performance management.
Key components of the transition included:
This structured approach ensured that capability development and platform ownership evolved in parallel, allowing MPB’s internal team to build expertise through real-world application rather than theoretical training alone.
Croud’s intelligence-led transition ensured that MPB’s move to in-house media strengthened rather than disrupted performance.
Within six months of in-housing, MPB had successfully taken full ownership of its paid media operations while maintaining and improving commercial performance.
The transition delivered:
These results demonstrated that the in-housing model was not only operationally successful but also delivered immediate commercial value during a period of significant organisational change.
By embedding governance, protecting optimisation maturity and transferring capability alongside live performance management, Croud ensured the transition accelerated MPB’s growth rather than diluting it.
With its in-house media capability now established, MPB can move from operational ownership to advanced optimisation maturity.
The next opportunity is to deepen internal expertise, expand advanced platform usage and use data and automation to improve campaign performance across priority markets. By combining internal ownership with ongoing specialist intelligence, MPB can continue to scale performance while retaining the flexibility and control that in-housing was designed to create.