+17% lead growth and 10% lower cost per lead for a national wireless carrier

US Cellular needed to improve lead generation performance while increasing efficiency across channels. Growth was a priority, but not at the expense of rising acquisition costs. The goal was to build a more balanced, full-funnel strategy that could drive higher-quality leads at a lower cost. That’s what we did.

Where things stood

Lead generation efforts were active and contributing across channels — with an opportunity to better align targeting, messaging, and budget allocation to improve both volume and efficiency. Without a unified approach, performance gains in one area often came at the expense of another. The opportunity was to drive more leads while improving overall cost efficiency.

Our approach

We developed a full-funnel strategy that connected search, social, display, and account-based marketing into a coordinated system.

Each channel was aligned around its role in the funnel — from awareness through conversion. Messaging and targeting were refined to better match user intent at each stage, improving both engagement and lead quality.

We continuously monitored performance and reallocated budget based on what was driving the strongest results — scaling high-performing segments while reducing spend on lower-performing areas. The focus wasn’t just on increasing lead volume, but on improving the efficiency and quality of those leads over time.

Results

• +17%Increase in overall lead volume
• +12%Increase in marketing qualified leads
• −10%Reduction in cost per lead

• More balanced performance across channels, improving both volume and efficiency
• Stronger alignment across the funnel, leading to higher-quality lead generation