Scaling Paid Media Revenue with Martech Integration and Optimisation
Wilde Marketing partnered with a multinational organisation to optimise and scale its paid media strategy, resulting in a 42% year-on-year (YoY) revenue increase across five regions. By refining PPC integration with CRM, leveraging A/B testing, and enhancing audience targeting, we improved campaign efficiency, customer engagement, and conversion rates, driving revenue from $26 million to $37 million.
The Challenge
The client needed to scale paid media campaigns effectively while maintaining a balanced approach with organic search to prevent channel cannibalisation. Additionally, integrating paid media into the existing marketing technology (martech) stack was essential to improve customer journeys, increase lifetime value, and drive sustainable eCommerce growth.
Approach
To achieve scalable, high-performing campaigns, we implemented a strategic, data-driven approach that leveraged technology and audience insights.
- PPC and CRM Integration – Enhanced audience segmentation and personalised messaging by aligning PPC campaigns with CRM data, ensuring targeted engagement at every stage of the funnel.
- Martech Stack Expansion – Integrated new paid media channels into the existing martech ecosystem, allowing for seamless cross-channel tracking and optimised campaign execution.
- A/B Testing for Continuous Optimisation – Conducted systematic A/B testing across PPC and social media campaigns, refining ad creatives, landing pages, and targeting parameters to maximise engagement and conversion rates.
- Scalable Campaign Development – Worked closely with product managers and regional teams to expand campaign reach while maintaining efficiency, ensuring sustained growth without impacting organic search performance.
Visitor Satisfaction Increase
Results
Our approach led to a $37 million paid media revenue (+42% YoY) increase, improved customer lifetime value, and a more efficient, scalable paid media operation. With refined audience targeting, enhanced personalisation, and a streamlined martech ecosystem, conversion rates improved across all regions, reinforcing the impact of data-led marketing innovation.
