New In-House Operation Realized Through "Simplified Design" of SNS Advertising

The service industry client managed a monthly SNS advertising budget of approximately ¥30 million, but felt constrained by a complex agency-dependent advertising operation structure.
While achieving some success in acquiring new customers, establishing brand image enhancement and competitive advantage required a more self-directed, agile operational framework.
The traditional approach of "in-house operations = training specialized personnel" raised sustainability concerns due to high recruitment and training costs coupled with significant turnover risks.
Furthermore, the high barrier of specialized knowledge hindered internal consensus. Insufficient collaboration between the marketing department and other departments prevented maximizing overall business impact.

To achieve in-house ad operations that "do not depend on specialized expertise," we focused on simplifying processes and rules.
First, we thoroughly analyzed dozens of ad creative and targeting patterns to identify core elements driving effectiveness.
Based on this, we built a simple operational model consisting of clear criteria anyone can judge and a small number of operational levers.
We set minimal evaluation metrics understandable to anyone and improved speed by simplifying action type regulations and approval processes.
Additionally, we established a support system to serve as a consultation point for media updates and changes in best practices, clearly defining roles: daily operations handled by the client, specialized decisions handled by us.

Simplifying and in-sourcing ad operations reduced campaign change lead times to one-third of previous levels, enabling immediate responses to market reactions.
CPA (Cost Per Acquisition) was successfully reduced by 25% compared to agency-managed campaigns, improving profitability including savings on operational fees.
Rapid decision-making based on simple evaluation metrics achieved a 30% year-over-year increase in ROI.
Notably, we established an advertising management system that "functions without requiring specialized experts," building a sustainable marketing foundation unaffected by personnel turnover.
Clients have praised this approach, stating, "The simplified system and on-demand support structure have enabled true in-house capability."