Driving Year-Over-Year Growth for Edenred’s Paid Media Strategy

Overview of our performance management collaboration

As the Performance Agency of Edenred since 2022, The Growth Agency implemented a targeted paid media strategy spanning Google, Meta, Bing, and other platforms. Our team managed all aspects of Edenred’s campaigns, including tracking optimisation,ad strategy, creative development, audience targeting, A/B testing, and landing page optimization. Through this approach, we achieved 300% year-over-year growth, driving record levels of lead quality and volume while reducing the cost of acquisition by 60%.

Performance Marketing Results

Edenred experienced remarkable growth across key metrics year-over-year. Highlights include:

• Triple-digit Increase in Leads: Total leads generated across channels rose by over 300% compared to the previous year. This growth was fueled by a strategic shift in budget to high-performing campaigns and a total sales funnel optimisation with focus on a highly converting landing page, which allowed us to capitalize on peak demand periods effectively.
• Significant CPL gains: The cost per lead decreased by more than 60% year-over-year. This improvement was driven by careful audience targeting, ad creative refinement, and increased quality rates, allowing us to deliver a higher volume of qualified leads while staying well within the cost targets.
• Quality rate boost: Lead quality saw an impressive increase, with year-over-year improvements across platforms as we focused on high-quality audiences and optimized campaign placements. Meta and Google campaigns both exceeded their target quality rates, ensuring a steady stream of high-value prospects for Edenred.

Strategic Campaign Enhancements for Google and Meta

1. Audience Segmentation and Targeting:
   • Leveraging Lookalike (LAL) and retargeting audiences across platforms allowed us to drive highly qualified leads, particularly within Google and Meta. These high-value segments became instrumental in reducing CPL and improving conversion rates.
   • French and Dutch-speaking markets were optimized for language-specific campaigns, where the highest quality rates and cost efficiencies were achieved.
2. Creative Refresh and Fatigue Management:
   • Year-round creative updates were integral to maintaining engagement and avoiding ad fatigue. Notably, our enhanced video and static assets tailored for distinct audience segments consistently outperformed in engagement and conversion.
   • Campaigns incorporating refreshed creatives contributed to a steady uplift in quality rates, particularly within Google’s PMAX campaigns.
3. Landing Page Optimization via A/B Testing:
   • Implementing A/B tests revealed the importance of segment-specific messaging, with SME-focused landing pages driving higher conversions than more generalized versions.
   • Implementing best practices to keep the prospect captive, optimizing the page for mobile traffic and reducing spam leads and enhancing lead quality. Improving the landing page technical setup to increase the ad score in platforms such as Google, Meta and Bing.
   • These results shaped our strategy for ongoing optimizations, enabling us to deliver messaging that resonates effectively across Edenred’s target audience, maximizing conversion potential.
4. Knowledge Management & Performance Optimisation
   • Identifying best performing assets across channels
   • Keeping a ‘cookbook’ with best practices, best assets and optimisations done across the sales funnel and media channels

The result of our growth strategy? 300% Year-over-year growth.

Edenred’s continued success in its paid media strategy is grounded in our adaptive approach, leveraging high-quality audience targeting, agile creative testing, and strategic resource allocation.

Looking ahead, our focus will be on:

• Further Google campaign expansion: Building on the success of Google and Bing campaigns with competition-focused strategies that yield high engagement and conversion.
• Enhanced audience targeting: Continued refinement of LAL and retargeting strategies, with an emphasis on broadening high-quality audience segments based on lead quality metrics.
• Innovative creative testing: Introducing new, tailored assets such as video in the brand style to A/B test across channels to sustain year-over-year engagement growth.

Our collaboration with Edenred demonstrates the effectiveness of a data-driven, adaptive paid media strategy that not only meets but exceeds year-over-year growth targets, delivering higher lead volumes, quality improvements, and sustainable cost efficiencies.