Payroll provider cuts CPQL by 57% with programmatic advertising

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Looking beyond paid search to find qualified leads

As competition continued to drive up paid search advertising costs, a payroll and HR solutions provider needed a more sustainable way to generate leads. Looking to reduce its reliance on crowded, high-cost acquisition channels, digital marketing agency Seer Interactive partnered with StackAdapt to build a programmatic advertising strategy that could help its client move up the funnel and create new demand.

Solutions Used

Reaching new audiences at the top of the funnel

Rather than focusing solely on potential customers already searching for payroll solutions, Seer Interactive worked with StackAdapt to reach new audiences earlier in their decision-making journey, building awareness and driving incremental growth. Here are some of the tactics it used:

Precise targeting

Used account-based marketing (ABM) and third-party audiences to identify business owners and entrepreneurs with high purchase intent.

CTV and video advertising

Launched visually engaging connected TV (CTV) and online video campaigns to reach small- and mid-sized business owners.

Accurate campaign measurement

Leveraged StackAdapt’s cross-channel attribution solution to measure how programmatic increased awareness and drove prospects down the funnel.

Lowering costs without sacrificing lead volume

Seer Interactive’s programmatic advertising and ABM strategy generated new conversions and drove more engaged visitors to the client’s site, improving lead quality. Within a month, the strategy reduced the cost per qualified lead (CPQL) by 57%. By shifting investment away from paid search and toward programmatic advertising earlier in the customer journey, the brand showed it could spark new demand without sacrificing lead volume.

CPQL reduction