Case Study: ADT -

How ADT consistently hit their Cost-Per-Install goals and optimized their campaigns with PX

About ADT

ADT is USA’s #1 smart home security provider. Combining technology and the human touch, it offers products like smart home devices, security cameras, smoke and flood detectors, and other home security equipment.

Industry: Home Services	Location: USA
Company Size: Large (22k Employees)	Products Used: PX’s Branded Campaigns

Problem

Home Services has typically been an industry with a long sales cycle, so paying lead vendors on a cost-per-lead basis creates a greater risk. From a lead-capturing perspective, a sub-optimized branded landing page results in fewer clicks being converted to leads. Third-party hosted pages create additional compliance risk and increase workload. Furthermore, typically, 35-40% of those who fill out a home security lead form cannot be contacted, either because people are not receiving calls/are not able to reach out to the consumer, or sales team does not reach out immediately because they are already overloaded with leads.

Goals

– Consistently hit cost-per-install targets

– Expand the email channel with a focus on compliance and speed to market

– Build attractive, branded, and customized landing pages with more flexible paths of conversion to scale at speed

– Scale branded landing page traffic and lead volume

– Visibility and transparency on sources, performance, creatives, and compliance

The Result

CPA goals hit consistently for 3+ years

700+ installations per month

>300% growth in lead volume

80% of online appointments from PX landing pages

>1MN users reached monthly through email campaigns

8% conversion from lead to install

The Solution

The PX Edge: We run CPA targets while buying on CPL through sophistication and lead quantification!

We operate from an optimization mindset

We split-tested the branded landing pages with carefully crafted flows, routed the leads through the PX platform, and applied dynamic pricing. The lead payout rules were based on sourcing, dayparting, soft caps on weekends, and other campaign bidding optimizations, by a dedicated campaign management team.

Turning complexity into simplicity

Both Home & Renter campaigns are built on a single branded form. Lead flow at the back end is designed to route to different call centers. Live lead validation is embedded in the forms to ensure accurate data capturing, e.g., phone number validation. An appointment-setting feature on the lead form helps ADT reach the 35-40% segment of prospects being out of reach earlier.

New season, new campaign

Design and send regular promotional and seasonal email creatives, which also offshoots to organic traffic to their website. A dedicated compliance manager ensures these creatives are Can-Spam Compliant while doing audit reviews on their mailers.

“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 of PX is an extension of our team and are looking forward to further scaling.”

– Matt Curtis,
Director of Business Development, ADT