Axelent UK.

A long-term growth partnership focused on building sustainable performance - not chasing short-term spikes. Over 2.5 years, we transformed Axelent’s digital activity into a compounding demand engine, delivering consistent lead growth while improving efficiency at scale.

The challenge.

Axelent needed to increase lead volume without sacrificing efficiency. Early activity delivered results, but performance was inconsistent and heavily reliant on paid channels, limiting long-term scalability and cost control.

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Our solution.

We built a joined-up performance strategy designed to compound over time; aligning channels, improving conversion, and creating a more resilient acquisition model, all the while working within strict content and website restrictions, stipulated by head office.

Building a demand engine: We shifted the approach from “buying leads” to creating sustained demand - doubling lead volume from ~120–160 per month in 2023 to peaks of 270–320 by 2025.

SEO as a growth driver: We developed a structured SEO programme, combining technical improvements with content investment. Over time, this reduced CPL from highly volatile levels (£100–£240) to a consistent £22–£29, while increasing contribution to 60–82 leads per month.

Scaling paid efficiently: We expanded Google Ads spend in line with performance, growing from ~£2.4k/month to £3k–£5k while maintaining efficiency. Lead volumes scaled to 160–190+ per month, with CPL remaining stable despite increased investment; supported by stronger SEO performance and improved on-site conversion.

Disciplined channel mix: Supporting channels like LinkedIn and StackAdapt were used strategically; enhancing campaigns without becoming cost-heavy dependencies, protecting overall efficiency.

Together, this created a fully integrated performance model where channels worked in combination - driving stronger results than isolated optimisation alone.

Axelent website laptop mockup on wooden bench

Interactive website element warehouse walkthough screenshot

The results.

100%

Increase in lead growth.
Lead volume more than doubled, increasing from ~120–160 per month to peaks of 270–320.

25%

Reduction in cost per lead.
Overall CPL improved from ~£40–£60 to a stable £35–£39, despite increased spend.

80%

Reduction in SEO cost per lead.
SEO efficiency improved dramatically, dropping from £100–£240 to £22–£29 as performance matured.

25-35%

Of leads are driven by SEO.
Organic has become a core growth driver, delivering 60–82 leads/month at the lowest marginal cost.

"The changes have proven that this can continue to deliver over time."

We’ve enjoyed partnering with the team, and we’ve learned lots about the way. With the expertise they have brought over the relationship, we have been able to test at speed and completely changed how we think about digital marketing. It’s not about short-term wins anymore; the changes have proven that this can continue to deliver over time.

Thomas Shelley, Digital Sales Manager