I was able to completely overhaul the Deel paid ads program. Before I joined, the Deel team had no conversion tracking or attribution solution in place on their website. I was able to build out a robust data infrastructure to help them identify and measure the entire user journey, and identify average customer acquisition costs by channel.


To date, we've scaled our monthly ad budget by 650% since August while maintaining a stable customer acquisition cost over the past five months. We've also dropped the CPMs of our campaigns by 25%, which is extremely impressive given the fact that the financial industry is one of the most expensive avenues for advertising online.


Deel continues its trajectory of rapid growth every single month. Paid ads remains the top lever for growth across the entire organization.

0.45
CPL

The Challenge

Deel is a San Francisco-based financial tech startup. They received both Series A and Series B funding in 2020 and were looking for a paid acquisition marketer to help them reach their lofty growth goals.


Deel was looking for someone to rapidly implement and scale a five-figure monthly media budget across 5 different ad platforms. The goals were to acquire new leads to book demo calls with the sales teams, and also drive paid software signups through the website.


Deel is operating in a totally new and innovative financial space. They needed someone who could dive deep into paid acquisition analytics, but also consult on the best creative angles to speak to potential Deel prospects.

The Process

I worked closely with the Head of Growth at Deel to create brand new paid ads landing pages, original social creative, and original copywriting ideas. We spent a lot of time up front nailing all of our creative angles before launching any ads.


From there, we slowly ramped up our ad program across Google, Facebook, Bing, Linkedin, & Twitter. We focused on both prospecting brand new leads with high-quality look-a-likes and search queries, while also building out a robust retargeting program to convert lower-funnel users.


Month over month, as we continued to identify new benchmarks and run additional A/B tests, we worked to scale up the budget while maintaining a stable CAC. This process is ongoing and we continue to scale up the monthly ad budget every month.

The Solution

I was able to completely overhaul the Deel paid ads program. Before I joined, the Deel team had no conversion tracking or attribution solution in place on their website. I was able to build out a robust data infrastructure to help them identify and measure the entire user journey, and identify average customer acquisition costs by channel.


To date, we've scaled our monthly ad budget by 650% since August while maintaining a stable customer acquisition cost over the past five months. We've also dropped the CPMs of our campaigns by 25%, which is extremely impressive given the fact that the financial industry is one of the most expensive avenues for advertising online.


Deel continues its trajectory of rapid growth every single month. Paid ads remains the top lever for growth across the entire organization.

Skills Used

Paid Ads,Paid Ads,Paid Ads,Paid Ads,Paid Ads

Industry

Finance

Results by the numbers

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