Case study:


Foes partnered with humm Canada to revamp their digital marketing, delivering a tailored, data-driven strategy. Results included a 60% reduction in cost per lead and a 300% boost in lead velocity. In under six months, they generated over $1.8M in annual revenue from paid leads, achieving a 27x ROAS.


Humm Canada, a leading consumer financing company, was facing a significant challenge. Despite their strong presence in the market, servicing larger purchases across core verticals such as retail, home improvement, health care, and more, they were struggling with their digital marketing efforts. Their previous agency partner was not delivering the results they needed, with leads costing far too much on a per-lead basis, a lack of attention to nurturing these leads, and minimal visibility into data and analytics. They needed a partner who could provide a more integrated, responsive, and results-driven approach.

The Solution

Foes  stepped in to provide a comprehensive, tailored solution for humm Canada. We took over from the incumbent agency, providing a suite of services that included media strategy, media management, account service, growth strategy, performance marketing, creative services, HubSpot management, Meta ads, Google Ads, Bing Ads, Linkedin Ads, copywriting, email nurture sequences, HubSpot workflows and automation, Salesforce workflows and automation management, web development, landing page design and CRO, detailed analytics, custom dashboards, and custom reports.

Our approach was data-driven and highly customized to humm Canada's specific needs and goals. We focused on reducing the cost per lead, increasing lead velocity, and delivering a strong return on ad spend (ROAS). We also worked closely with humm Canada's team, providing coaching and support to enhance their business development efforts.

THE results

Our partnership with humm Canada has proudly delivered impressive results. We've reduced the cost per lead by more than 60% and increased lead velocity by more than 300%. In less than six months, we've delivered over $1.8M in new annual revenue via paid leads, with a year 1 ROAS for converted leads of more than 27x.


Our journey with humm Canada is a shining example of the Foes ethos in action. We don't just 'do' digital, we 'live' digital. We've rolled up our sleeves, dug deep into the data, and crafted a strategy that's as unique as humm Canada itself. The result? A whopping 60% reduction in cost per lead, a 300% increase in lead velocity, and over $1.3M in new revenue from paid leads in less than half a year. But the numbers only tell half the story. Our partnership with humm Canada has been about more than metrics. It's been about collaboration, integration, and a shared commitment to excellence. It's been about challenging the status quo, pushing boundaries, and proving that when it comes to digital marketing, humm is a force to be reckoned with.


Katherine Wellman, Head of Marketing at humm Canada, had this to say about our partnership:

“The team at Foes have been an invaluable partner for us at humm. They've delivered impressive results, reducing our cost per lead and significantly increasing our lead velocity. But more than that, they've been a joy to work with. They're responsive, supportive, and truly integrated into our team. They're not just a service provider—they're a key part of our business. We are a small team, and I truly don’t know where we’d be without them!"

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