Lead Generation | ADT

The Opportunity

The marketplace is becoming more and more competitive in search. As more advertisers onboard and participate in search, we have to find new ways to reach consumers when they're ready to take action. In order for ADT to continue to grow our business, we have to continue to test and find new sources of qualified leads to drive our business forward.

— Frank Rivera, Digital Director of Marketing, ADT

The Approach

With the goal of driving increased lead volume at an efficient CPL for ADT, Mindshare launched 30-day test campaigns with four vendors: adMarketplace, a social vendor, a search retargeting vendor, and a search engine. adMarketplace ran campaigns for ADT's residential line of business, using top brand terms and top-performing general terms. During the first two weeks of the campaign, adMarketplace's Search Marketing Analysts monitored daily performance by identifying the highest performing traffic sources, top-converting keywords, and the most efficient bid prices. After evaluating a large enough sample size of data, adMarketplace aggressively optimized the campaigns to ensure that ADT would achieve its performance goals by the end of the 30-day period.

		% of Leads		Cost Per Lead
		72.5%		$287.39
Social Vendor		14.5%		$1,187.07
Retargeting Vendor		6.5%		$1,304.11
Search Engine		6.5%		$1,133.42

The Results

adMarketplace has been a great new partner in driving additional incremental leads, and proved to be the only vendor tested to drive leads at an efficient CPL.

— Frank Rivera, Digital Director of Marketing, ADT

We tested adMarketplace against other digital direct response vehicles and were very happy with the results. adMarketplace outperformed strong direct performance marketing vehicles such as display search retargeting, a search engine, and a direct-response social media platform.

— Danny Huynh, Senior Partner Group Director, Mindshare

Mindshare is one of four global WPP media agency networks within GroupM, along with Maxus, MEC, and MediaCom.

About WPP

• Founded in 1985, WPP is the world's largest communications services group, employing 146,000 people working in 2,400 offices in 107 countries.
• WPP is made up of leading companies in Advertising; Media Investment Management; Consumer Insight; Public Relations & Public Affairs; Branding & Identity; Healthcare Communications; Direct, Digital, Promotion & Relationship Marketing; Specialist Communications.

ADT is the leading electronic security services company in the U.S.

About ADT

• Founded 131 years ago, ADT provides innovative, cutting-edge security solutions to 90% of Fortune 500 companies.
• ADT is the largest single provider of electronic security services to more than six million commercial, government and residential customers throughout North America.