A smarter acquisition strategy delivered stronger returns — without increasing media spend.
The operator wanted to get more from their Google Ads activity — without increasing media spend.
With acquisition costs rising and increased pressure on efficiency, every dollar needed to work harder. This was especially important given the variation in player value across different product areas.
Their goals were to:
At the time, campaigns were using a standard cost-per-acquisition (CPA) model. While this worked for driving volume, it didn’t account for differences in player value. A smarter approach was needed — one that balanced acquisition with revenue impact.
“By moving us to a value-based bidding framework, Receptional helped us better align acquisition activity with player value and broader business objectives, delivering stronger, more efficient performance.” — Acquisition Marketing Director, Canadian Lottery Operator
Drawing on its experience managing complex bidding strategies in regulated markets, Receptional implemented a value-based approach that delivered more efficiency — without disrupting existing targets or workflows.
The new strategy focused on:
By shifting from isolated campaign optimisation to a more joined-up structure, the team could make better decisions based on value, not just volume.
