Paddle: Driving revenue growth through Paid Media | Organic

Red and silver rocket with a space background

Service and project type

Paid Media | SEO | Creative Support

Relationship

Paddle is a payments solution that helps B2B and B2C software companies around the world manage their operational complexities, so they can focus on driving growth. We started working with Paddle in 2021, helping them to drive efficiency in their use of paid media.

Since then, we’ve also provided creative support and built an ongoing retained relationship delivering SEO services. We’re thrilled to continue our partnership, working with Paddle to unlock their digital progress.

Problem

Paddle wanted to increase their pipeline and expand market reach with new features, products and better functionality. Although successful tactics in the past for SMB & mid-markets continued to pay off, new products and an expanding target customer base called for a different approach to generating leads and driving conversions through their website, which were lacking

Solution

To help Paddle achieve its growth and efficiency goals, we devised a Search Experience Optimisation strategy that hinged on paid media and SEO strategies. Our objectives were to enhance conversion rates, drive business growth, and generate more leads for Paddle by getting higher level of better qualified traffic to their site.

For our paid media strategy, we:

Deployed campaign restructures to both the Facebook and Google ad accounts
Carried out ongoing optimisations followed by a wide range of testing (landing pages, ad creative, bidding strategies, etc.).

We also implemented a long-term SEO strategy that comprised three key components:

Leveraging existing content: We reviewed multiple pieces of content each week, identifying relevant keywords and uncovering opportunities for optimisation. By providing tailored recommendations, we ensured the content was fine-tuned for maximum impact.
Monitoring technical aspects: Our team diligently monitored the health of Paddle’s website, assessed its search performance, and promptly addressed any unexpected changes. This proactive approach enabled us to gauge the effectiveness of our SEO efforts and make necessary adjustments.
Launching new optimised content: Collaborating closely with the Paddle team, we developed and launched fresh content specifically designed to target valuable search opportunities. This proactive content creation helped improve Paddle’s visibility and attract potential customers.

Our targeted channel efforts ultimately resulted in severely reduced marketing-qualified lead costs (down 42% YoY), as well as expanding reach, consideration, and awareness for the brand as a whole (MQLs up 352% YoY). Throughout the process, we collaborated closely with Paddle’s team, ultimately empowering them to handle their paid media initiatives internally.

We also developed custom dashboards that provide stakeholders with valuable insights into Paddle’s visibility trends, competitive landscape, and Page 2 opportunities. Additionally, we offered readily available creative resources to support Paddle’s internal team.

To further assist Paddle, we provided support to their internal paid media team. Our services included MetaData optimisation, GA4 transition, UA cleanup, tracking implementation, and reporting projects. By taking care of these performance-related tasks, we aimed to enable Paddle’s team to focus on maximising their business impact.

Results

The outcomes achieved through the paid media campaign using the new system are truly impressive and speak for themselves. By Q4 of 2022, we:

Successfully reduced the cost per marketing qualified lead (MQLs) by over 50%
Achieved a 400% increase in conversion rates with MetaData.

A year on year comparison showed:

A remarkable 227% increase in overall leads
A 352% increase in MQLs
A 20% decrease in cost per lead (CPL)
A 42% decrease in cost per marketing qualified lead (MQL).

These outstanding numbers not only highlight the dedication and hard work invested in the partnership between Paddle and our Organic team but also underscore the sense of collaboration and partnership we have established. With the accounts now in a healthy state, we have successfully handed over the reins to Paddle’s in-house team.

Next Steps

Moving forward, our SEO efforts will continue to impact Paddle’s visibility, search rankings, user experience, and more. These efforts serve as a long-term support system that ensures all other channels have a fair opportunity to succeed. By maintaining a proactive and adaptive approach, we will help Paddle increase its conversion rates, drive business growth, and achieve its desired results.