Learn more
Date
Client
Industry
“The Lead Scoring model that has been developed along with Making Science identifies the most valuable users for our business, prioritizing them over the rest. This has led to a 27% reduction in the final CPI.”
Verisure is part of the Hellman & Friedman investment portfolio. It is the second largest home alarm provider in the world, trading as Verisure in most of the countries they operate, and as Securitas Direct in Spain and Portugal.
The company has more than 4.7 million customers in 17 countries across Europe and Latin America.
The primary hurdle for Verisure involved the inherent friction between lead volume and lead quality within their digital advertising efforts. While their campaigns were successful at generating a high volume of inquiries, they lacked a mechanism to distinguish between a casual browser and a high-intent potential customer. This lack of data granularity meant that their automated bidding strategies were treating all leads as equal, which often led to inefficient budget allocation and a higher cost per acquisition than desired. The goal was to find a way to feed more intelligent signals into their advertising platforms to prioritize the users who were most likely to convert into long-term contracts.
To bridge this gap, Verisure implemented Gauss Smart Advertising, a sophisticated machine learning solution designed to optimize advertising performance through predictive data. By integrating web behavior data with historical conversion patterns from Verisure’s own CRM, the technology created a predictive model capable of scoring every lead at the exact moment of generation. Instead of waiting days or weeks to see if a lead turned into a sale, the system immediately identified the “value” of each user. This scoring was then sent directly to Google Ads, allowing the smart bidding algorithms to automatically adjust bids in real time, focusing the investment on high-value prospects and reducing spend on low-probability interactions.
The results show the excellent achievement of the objectives, as we managed to improve installations by 8.3%, reducing CPI by 27%.
