How Pattern Replaced a Key Revenue Channel with Scalable, Predictable Advertising

A legacy data company navigates digital transformation with unified systems, reduced churn, and new growth momentum.

Replaced 30% of revenue and exceeded stretch goals with a $800K+ ad engine built for scale

The Challenge

When a major referral partner relationship ended, Pattern turned to Austin Lawrence Group to rebuild its pipeline through performance media—and came out stronger.

Pattern, an online disability insurance broker serving physicians, lost a major partner network that had driven nearly a third of its revenue. At the same time, its in-house marketing team lacked the expertise to manage an increasingly complex and growing media budget.

Paid search campaigns were disorganized and underperforming. Attribution was unclear. The executive team had no confidence in spend efficiency, and visibility into ROI was nonexistent.

Pattern brought in Austin Lawrence Group initially as a coaching resource—but it quickly became clear that the challenges ran deeper. After diagnosing structural issues across PPC management, audience strategy, and reporting, ALG proposed a full takeover of the advertising program.

Our Approach

ALG began by rebuilding Pattern’s digital advertising foundation—starting with a full restructure of its Google Ads account. We quickly transitioned from “rescue mode” to growth mode.

We expanded Pattern’s paid strategy beyond PPC into display, paid social, and direct buys (including Reddit), replacing lost referral traffic with a diversified and scalable media mix.

To give leadership confidence in advertising investments, we introduced a robust tracking and reporting framework—bringing full transparency to campaign performance and ROI.

From there, ALG implemented a long-term strategy built around seasonality, physician segmentation (by specialty, geography, and gender), and channel-specific experimentation to unlock new growth opportunities.

The Outcomes

• Increased media investment from $200–300K to $600–800K/year
• Fully replaced partner-driven revenue—at the same or lower cost, with more predictability
• Gained full visibility into advertising ROI with real attribution and reporting
• Diversified from PPC-only to a multi-channel paid strategy including LinkedIn, Meta and TikTok
• Exceeded revenue goals—even those considered stretch targets
• Transformed marketing operations from reactive to proactive and data-driven

Looking Ahead

With the infrastructure now in place, Pattern is investing confidently in future growth. The roadmap includes:

• Expanding brand advertising and channel experimentation

• Scaling email and lifecycle marketing with audience-level segmentation

• Enhancing targeting with physician demographic data to improve media efficiency

“Now we have the infrastructure to invest in advertising confidently.”
— Bryce Curry, Vice President of Marketing, Pattern