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Bringing ADT and Dolead together for a 7+ year exclusive partnership.
In 2019, PX set up a direct, exclusive partnership between ADT and Dolead as ADT shifted toward branded, end-to-end customer acquisition and away from third-party leads. Dolead runs branded ads, landing pages, and creative for ADT and routes every prospect through PX. What started with home security now covers medical alerts too.
About ADT and Dolead
ADT is one of the most recognized names in home security, serving millions of homeowners across the US. As part of a move to branded, end-to-end acquisition, ADT extended its campaigns from home security into medical alerts.
Dolead is a performance marketing company that promotes ADT's brand with Facebook ads, branded landing pages, and creative, driving both form and call prospects into ADT's sales funnel. Dolead continuously optimizes the lead generation funnel using in-house technology and proprietary lead-scoring algorithms.
Dolead's partnership with ADT and PX has thrived because all parties understand that a robust data pipeline is fundamental to improving a lead generation campaign. The data that PX provides to Dolead allows us to continuously improve outcomes for ADT, maximize sales efficiency, and grow lead volume.
The Challenge
ADT was moving away from third-party leads toward owning the full customer experience. That raised the bar for any acquisition partner:
- Brand control: own every step, from the ad to the landing page to the prospect handoff.
- Quality and intent: a steady supply of prospects ready to buy, not volume for its own sake.
- Trust: a partner ADT could hand its brand to and rely on for the long term.
- Proof in the funnel: prospects that convert at the sales stage, not just at the form.
The Goals
ADT's goal was to find a partner who could give them a consistent supply of high-quality, high-intent prospects, be data-driven, experiment with new ads and formats, and ultimately, a partner they could trust.
- Consistent supply: 5,000 to 10,000 high-intent prospects every month.
- Data-driven: experiment with new ads, formats, and channels.
- Cost discipline: stay inside ADT's cost-per-acquisition targets.
- Expansion: grow from home security into medical alerts.
Dolead became that partner for ADT, driving prospects, forms and inbound calls, into their sales funnel.
The role of PX
PX sits in the center as a neutral platform, with one job: make the partnership a win for both sides. Three things make that work:
Managing cost and expectations
PX keeps Dolead's campaigns within ADT's defined cost-per-acquisition targets and manages costs and expectations on both sides. When a campaign drifts, PX brings the expertise to steer it back toward ADT's goals, so growth never comes at the cost of efficiency.
Daily disposition data and dynamic pricing
Every day, PX sends disposition data on how prospects perform inside ADT's sales funnel. Dolead uses it to see which channels, traffic types, and sub-sources outperform, and to move fast on the ones that fall behind. PX feeds the same data into a dynamic pricing model, so ADT can set pricing rules by traffic type, attribute, and sub-source. That is transparency in practice: shared knowledge that removes the tension between buyer and seller.
Compliance and quality on every asset
PX's in-house compliance and quality team checks every creative, landing page, and asset against brand and legal guidelines before it goes live. That takes the legwork off ADT and Dolead, cuts risk, and frees both teams to focus on the rest of the business.
How it's set up
Prospects flow forward through three stages. Performance data flows back, every day.
Step 1Run branded campaigns
Dolead runs branded ads and landing pages for ADT, then routes every prospect through PX.
Step 2Centralize and route
PX pulls ADT's prospects from every lead source into one place and routes them to ADT's CRM.
Step 3Call and convert
ADT sets the cost per sale, calls the prospects, and sends performance data back to PX.
The result
7 years in, the partnership keeps scaling prospect volume, sales, and brand reach for ADT, while holding costs in check.
Campaign highlights
What's next
With data-driven decisions and compliance built in, ADT and Dolead are setting up for more. The plan is to add channels to the mix and move into cross-channel acquisition, so Dolead can generate far more customers for ADT than it does today.
Convert more prospects.
Convert more business.
PX centralizes your prospects, shares the data that makes campaigns better every day, and builds compliance into every asset. One neutral platform in the middle, so both sides win.
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