Hitting cost-per-install goals for 16 years and counting.
ADT and PX have worked together for over 16 years. What started as a slice of ADT's third-party email and digital programs grew into something bigger: ADT moved all 45+ of its third-party lead sources onto the PX platform, making PX the technology layer behind its entire third-party acquisition engine.
About ADT
ADT is the number one smart home security provider in the United States. It pairs technology with a human touch, offering smart home devices, security cameras, smoke and flood detectors, and a full range of home security equipment.
ADT runs nationwide lead intake at a massive scale, with strict compliance standards and performance-driven acquisition targets across every channel.
Working with PX has changed our view on the ability to run a full-scale email program at a cost-per-lead compensation. The ADT email campaigns through PX have created scale, large efficiencies, and innovation through the appointment scheduling flow that really has opened new doors of opportunities for us. We feel that the team at PX is an extension of our team, and we are looking forward to further scaling.
The Challenge
- Financial risk: paying for leads upfront on a cost-per-lead basis in a category with a long sales cycle.
- Sub-optimized landing pages: limited testing on lead-capture pages, leaving them under-optimized and converting fewer clicks into leads.
- Compliance exposure: mitigating and managing the compliance risk that comes from leads generated on third-party hosted landing pages.
- Unreachable leads: 35 to 40% of leads could not be contacted, the result of poor routing and no in-form validation.
- No transparency: no central system for source visibility or compliance monitoring, and limited real-time insight.
The Goals
- Cost-per-install: hit CPI targets consistently, not just on average.
- Email channel: expand it with compliance and speed to market.
- Branded pages: build attractive landing pages with flexible conversion paths that scale fast.
- Volume: grow branded landing-page traffic and lead volume.
- Visibility: full transparency on sources, performance, creative, and compliance.
How PX helped ADT scale within CPA targets
PX became the core technology layer behind ADT's third-party acquisition. Three things made the difference:
One platform, full transparency
ADT moved all 45+ third-party lead sources onto PX. That standardized and automated source onboarding, budget management, performance reporting, and compliance monitoring in one place. ADT now sees source and sub-source performance, real-time cost-per-install and cost-per-sale trends, contactability breakdowns, install-probability and maturity-curve modeling, creative performance, and lead-source benchmarks in a single view. Decisions run on real-time, unified data instead of fragmented vendor reports.
Dynamic pricing and smarter routing
PX prices every lead with dynamic pricing, set on attributes like source and sub-source performance, time of day, geography, and predictive install likelihood. Leads route automatically to the right call center, and segment-based flows split renters from homeowners and pro from DIY installers. Embedded appointment scheduling turns the 35 to 40% of leads that used to go unreachable into booked calls, reaching prospects before the window closes.
Branded pages, tested and compliant
PX rebuilt ADT's third-party landing pages into a modular system with continuous A/B testing and real-time validation, including phone verification and error prevention. Home and renter campaigns run on a single branded form that routes to the right call center on the back end. Strategic partnerships keep ADT ranked first on comparison sites, building awareness and credibility. Regular promotional and seasonal email creative drives scale and feeds organic traffic, while a dedicated compliance manager keeps every mailer Can-Spam compliant through ongoing audits.
The result
By centralizing 45+ partners, pricing leads dynamically, and building compliance into every campaign, PX helped ADT scale volume while holding cost-per-install targets. ADT now pays all its lead sources on a cost-per-install basis, a rare model in home services that ties cost to performance, not spend, and lowers CAC.
Convert more leads and calls.
Convert more business.
PX centralizes your lead sources, prices every lead on what it is actually worth, and builds compliance into every campaign. One platform behind your entire acquisition engine, so your team can focus on closing.
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