Making paid media work harder
We helped a global health and benefits consultancy transform paid media performance across North America - increasing quality leads by 137% while reducing overall media spend by 29%.
The impact
The numbers behind smarter paid media
- +0%
Quality leads
- +0%
Conversion rate
- 0%
Reduction in cost per lead
Global health and benefits consultancy
Supporting healthier, more effective workforces around the world
Our client is a global consultancy and market leader in health, wealth and career advisory services, operating across more than 40 countries.
With ambitious growth plans for its North American business, paid media had an important role to play in connecting prospective clients with its expertise and generating meaningful commercial opportunities.
The challenge
More leads wasn't enough.
They needed better ones.
Paid media campaigns across the US and Canada were generating traffic, but lead quality was inconsistent. A "maximise clicks" bidding strategy prioritised volume over value, limiting the commercial effectiveness of the investment.
At the same time, budgets were tightening and internal teams needed to demonstrate greater return on media spend.
The challenge wasn't to spend more. It was to rethink the existing activity - using data to focus investment on the audiences and opportunities most likely to deliver meaningful commercial results.
CTA
Could your paid media be working harder?
The solution
The solution
Shifting the focus from clicks to commercial outcomes
We completely restructured the paid media account around the metrics that mattered to the business. Historical performance data informed a new bidding strategy, while ongoing analysis enabled us to continually refine keywords, campaigns and budget allocation - reducing wasted spend and focusing investment where it could generate the greatest commercial value.
Bidding for outcomes, not clicks
We moved campaigns from "maximise clicks" to "maximise conversions", enabling Google's smart bidding technology to use historical performance data to prioritise the actions most likely to generate results. It marked a fundamental shift from buying traffic to investing in outcomes.
Make your media investment work harder
The outcome
More than twice the quality leads. With 29% less spend.
The new approach transformed paid media performance across every key measure. Quality leads increased by 137% and conversion rates rose by 484%, while cost per lead fell by 65% and overall media spend reduced by 29%.
The impact went beyond campaign performance. The results demonstrated the commercial value of combining smart bidding with responsive, data-led optimisation - building confidence in a new way of working that has since extended into other geographies and areas of the business.
This campaign showed what’s possible when paid media is properly aligned with business goals. We didn’t increase budget, we just made it work harder. For any business questioning the value of their current activity, the answer isn’t always more spend. It’s a structure that aligns with the data, smarter bidding, and constant optimisation.
Key success metrics
Turning media efficiency into commercial impact
Smarter bidding and continuous data-led optimisation didn't simply generate more leads. It significantly improved their quality, reduced the cost of acquiring them and delivered a substantial return on media investment.
- 0%
Modelled return on investment
- £0.00m
Modelled sales revenue from $99k media spend
Ready to identify where confidence is breaking down?
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