How we achieved a 94% Traffic Surge and 40% Increase in Leads for Oakland

Paid Media

Oakland is a data and AI Business with over 40 Years of Experience

Oakland works as consultants, empowering businesses to be able to discover the value of their data to impact their ROI. They work across multiple services, from data strategy and engineering to data governance, to help companies create long-term strategies for growth. They’ve collaborated with big brands in multiple industries, from Rail and Transport to Higher Education.

The Goal was Clear

When Oakland partnered with us, their main goal was to scale lead generation aggressively without sacrificing the efficiency of their advertising spend.

In competitive auction environments, scaling lead volume can often risk driving up costs, and ultimately, you can end up spending more without delivering proportionately more leads. Because of this, Oakland wanted to unlock additional growth while making sure their spend was working smarter.

The results speak for themselves: a massive increase in high-quality traffic, a dramatic drop in Cost Per Click (CPC), and a substantial boost in total leads.

How We Started

Rather than jumping straight into execution, our main strategy was to look at the existing account as a whole to find hidden efficiencies. We wanted to introduce automation where it aligned with platform best practices, ensuring that bidding, targeting, and optimisation were driven by data while maintaining the right level of strategic control. This approach allowed us to build a more efficient, scalable account structure before implementing further changes.

In doing this, we could eliminate redundant spending and identify new, scalable avenues for high-intent traffic.

Building an Account Designed for Growth

To hit Oakland's targets, we executed a multi-phased paid media strategy

Account Restructuring & Waste Elimination

First, we looked at restructuring campaigns to remove unnecessary complexity and improve budget allocation. Over time, the account had become fragmented, with overlapping campaign structures limiting Google’s ability to optimise performance effectively. By consolidating campaigns where appropriate and simplifying the account structure, we could allocate budget more efficiently, reduce internal competition, and provide the algorithm with stronger data signals to support better optimisation and long-term scalability.

Advanced Campaign Testing

Alongside the account restructure, we adopted an advanced testing approach to identify new opportunities for growth across the full customer journey. This included launching Demand Gen campaigns alongside dedicated top-of-funnel activity to build awareness and engage new audiences before they were actively searching. By combining these with lower-funnel campaigns, we created a more connected strategy that nurtured users from initial discovery through to conversion, while continually testing campaign types, audiences and creative to identify the highest-performing combinations.

Continuous Optimisation

Paid Media isn’t just a ‘set it and forget it’ strategy. Optimisation is an ongoing process, where we amended the budget allocation, billing strategies, audience signals, and campaign performance. These were continually removed to make sure spending remained focused on the areas generating the strongest commercial impact.

94%

increase in traffic

46%

decrease in cost per click (CPC)

40%

increase in leads

A Smarter Approach to Scaling Paid Media

One of the biggest misconceptions is that growth always requires bigger budgets, when often sustainable growth comes from creating an account structure that allows the automation to perform to the best of its ability.

By combining meticulous account hygiene with cutting-edge automated bidding and campaign types (like Performance Max and Demand Gen), we proved that you don’t have to sacrifice efficiency to achieve massive scale. Oakland’s paid media strategy is now a lean, high-performing engine positioned for sustained growth.

How we achieved a 94% Traffic Surge and 40% Increase in Leads for Oakland

Oakland is a data and AI Business with over 40 Years of Experience

The Goal was Clear

How We Started

Building an Account Designed for Growth

To hit Oakland's targets, we executed a multi-phased paid media strategy

Account Restructuring & Waste Elimination

Advanced Campaign Testing

Continuous Optimisation

94%

46%

40%

A Smarter Approach to Scaling Paid Media

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