How Saela Achieved a 32% Reduction in CPL & 41% Increase in Conversions
-
32%
Reduction in Cost Per Lead
-
41%
Increase in Conversions
-
50%
Increase in Video Ad Engagement
The challenge
Fragmented marketing funnel relying heavily on bottom-funnel performance spend, leading to inconsistent CPL trends and limited long-term brand awareness.
The approach
Restructured marketing mix to balance top-, mid- and bottom-funnel; comedic, pest-specific video content; landing page enhancements (heat mapping, social proof, FAQ sections); Paid Search optimized via audience segmentation; budget allocation TOF 40%, MOF 20%, BOF 40%.
The results
32% reduction in average CPL and 41% increase in conversion rate vs early-season benchmarks; 7,910 total conversions (form submissions and phone calls); brand-related search impressions up 75% and clicks up 68%; direct traffic nearly 30,000 sessions; video ad engagement up more than 50%; YouTube pre-roll at $0.10 cost per view.
Every result, by the numbers
- 32%Reduction in Cost Per Lead
- 41%Increase in Conversions
- 50%Increase in Video Ad Engagement
- 68%Increase in Brand-Related Search Clicks
- 7,910total conversions
- 75%increase in brand-related search impressions
- nearly 30,000direct traffic sessions
- $0.10YouTube pre-roll cost per view
What we used
- YouTube Pre-roll / video
- Paid Search
- SEO
- Landing page CRO (heat mapping, social proof, FAQ)
- Funnel budget split 40/20/40
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