Integrated Paid Media


Case Study
Integrated Paid Media

Focus on the right audience significantly increases conversions, decreases CPL.

Fortinet is a leading provider of fast and secure cyber security solutions.

The Challenge

Efficiently Reach Target Audience

Fortinet wanted to lower their cost per lead (CPL). Primary objectives included targeting high-intent IT decision makers within enterprise-level organizations, drive traffic to the Fortinet site, and generate leads by providing useful, relevant content.

The Execution

Targeted, Powerful Campaigns

  • Implement and verify tracking for all campaign tactics
  • Optimize and budget based on conversion data
  • Segment budget on granular level to better target and reach key audiences
  • Enhance user experience to drive conversions
  • Implement global strategy to reach target audience across EMEA and APAC
  • Refine retargeting to include high-intent site visitor segments
  • Restructure geo-targeted campaigns
  • Optimize ad copy to increase overall CTR and brand engagement

The Result

Increased Conversions, Decreased CPLs

Paid search CPL decreased 85%. Within North America, retargeting efforts decreased CPL by 80%, while international retargeting efforts decreased CPL by 52%. Overall, click-through conversions from international retargeting efforts increased 215%. LinkedIn CPLs saw an 88% decrease, while cost-per-engagement decreased 17%.

Let’s work together

Increase in Conversions

215% increase in click-through conversion on international retargeting efforts: EMEA and APAC


Cost per Lead

85% decrease in cost-per-lead for paid advertising.

Cost per Lead

80% decrease in cost-per-lead for North American retargeting.


Cost per Lead

52% decrease in cost-per-lead internationally: EMEA and APAC.


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