Case Study: Residential Internet Provider Acquires New Customers at Low CPA with



After seven years of partnership between the agency and, they had established a trusted relationship. As part of one of the world’s largest agency holding groups, they understandably have high standards for technology and media partners. Additionally, their clients have considerable expectations for performance, attribution, verification, and streamlined reporting across their media buys.

When one of their brand advertisers, a large telecom service provider, was preparing to launch a national campaign, they sought’s help to tap into their advanced keyword-level audience targeting solutions, as well as their powerful addressable programmatic offering. Additionally, they wanted to leverage granular reporting and attribution capabilities, which could deliver on tenfold.


Telecommunications marketing is competitive and constant. Cable and internet service providers often find it particularly challenging to bring in new customers at a low cost. With a small number of major companies vying for customers who are likely already locked into existing contracts, telecom advertisers must find ways to reach a relevant audience at the right time and measure conversions.

In conjunction with the agency, a national telecommunications company sought’s help to efficiently reach new customers and reduce their Cost Per Action (CPA). The primary goal campaign goal was to attain a $180 CPA, with the action defined as a customer purchasing an internet package, as the Customer Lifetime Value for a telecom customer far exceeds this expense. Additionally, the brand and agency wanted to achieve a high viewability rate as measured by Integral Ad Science (IAS). By leveraging’s relationship with IAS, they were able to ensure that their display ads were delivered according to the highest industry standards.

TARGETING THE RIGHT USERS AT THE OPTIMAL TIME and the agency planned a nine-month campaign to precisely target relevant consumers who were actively in the marketplace for a new telecom provider, and therefore likely to convert. First, the team built a list of thousands of keywords related to high-speed internet, internet bundles, flex pricing, fiber optic, and more.’s Keyword Search Retargeting tactic offered granularity down to the keyword-level and served display ads across mobile phones, tablets, and desktops.

Additionally, the brand wanted to try addressable programmatic and decided to leverage first-party lists to precisely target relevant users at a household-level. They provided over 165,000 addresses to target households that had previously expressed interest in their internet services.’s Addressable Geo-Fencing solution used GPS data paired with plat lines to match each address to the exact physical location, shape, and size of the property. The system then automatically built a target fence around each property so that they could serve ads across all devices seen within that household, including mobile, video, and/or other OTT/CTV ads.


Variable recency was important to only serve ads to users who were actively in the market for a new telecom provider. The advertiser decided when to target a consumer based on their behavior, from the instant a user made a keyword search to up to 30-days later. This ensured that the campaign reached internet buyers when they were still likely to convert. In order to drive down the CPA, the team optimized and adjusted the recency on a regular basis.

After campaign launch, the team made mid-flight optimizations to improve campaign performance and drive down the CPA based on’s multivariate algorithms. The team made data-driven enhancements to find users who were most likely to sign up for a new account, by adding new keywords, shifting budget to the highest performing keywords, and more. These optimizations resulted in the CPA decreasing from $83 after first month to $67 by the sixth month and $62.95 by the ninth month.

The advertiser and agency were also interested in attaining a high IAS viewability score in order to protect brand safety, maximize performance, and reduce fraudulent online activity.’s partnership with IAS and other industry leaders allowed the brand to receive the most accurate data available and optimize towards high viewability. Ultimately, the campaign successfully achieved an IAS viewability score of greater than 70%, exceeding the goal and the global average viewability rating of 60% (IAS).


Viewability is important, but converting new customers was the true measure of success for this campaign. In order to track the number of users who were delivered an ad and then made a purchase, the agency placed conversion pixels on the telecom brand’s website. then reported on conversion attribution down to the keyword-level, so the advertiser could easily see which keywords drove exactly how many conversions.

Overall, and the agency exceeded the brand’s goals and efficiently delivereda large number of new customers. The advertiser averaged a $62.95 CPA over the nine-month campaign, significantly below the goal of $180. In fact, outperformed every other media partner for the advertiser, leading the brand to renew the campaign and continue partnering with into the future. and the agency planned a nine-month campaign to precisely target relevant consumers who were actively in the marketplace for a new telecom provider, and therefore likely to convert.

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