OddsPoint: Cut Acquisition Cost by 55% in a Year by Running Paid and SEO Together
How a sports betting comparison platform merged paid acquisition with organic SEO into one acquisition powerhouse, driving blended CAC down consistently over twelve months.
The Problem
OddsPoint had strong paid campaigns running in parallel with a separate content operation that moved slowly. The two teams never synced. Paid channels were shouldering the entire conversion load at a cost per acquisition the founders recognised as untenable once the ad market heated up ahead of American football and NBA season.
Within a year, not eighteen months, they needed organic search to drive meaningful conversions. At the same time, their paid CAC kept rising. The team had been arguing about shifting budget from paid campaigns into SEO. What they actually needed was to stop viewing these channels as rivals fighting for the same money.
How We Worked
A single, unified keyword framework
We created one keyword list, scored across the board. It pulled from Google Ads search reports, organic Search Console, and intent-mapped competitor analysis. Each keyword showed its paid CPC, organic difficulty rating, intent classification and current position. Both the paid and organic teams used the same data, targeting the same priorities.
Unified landing page system
We built every commercial page once, then created paid and organic variants from a shared set of components. When paid tests found winners, we fed those improvements back into the main organic page. When we added schema to pages for SEO, it lifted Quality Score on the paid side too.
Automated SEO for product comparison searches
OddsPoint's market was naturally full of '
Branded demand generated through paid display and YouTube
Paid display and YouTube ads created demand for branded searches. Organic search then captured those branded queries at virtually no cost. By month nine, branded organic traffic had become the single largest source of cheap, new customer acquisitions.
How It Rolled Out
What Changed
- ✓Cost per acquisition dropped by 55% overall, calculated across all spending (paid ads plus SEO costs) against total conversions.
- ✓Organic traffic nearly doubled, then doubled again, growing to 2.4 times the original volume across the year as automated pages got indexed.
- ✓Organic accounted for 47% of all conversions in month 12, starting from below 8%.
- ✓Paid spend remained about the same in total but shifted upwards into brand-building and demand creation work, as lower-funnel conversions started flowing in through organic.
"Working with Unled to run paid ads and SEO together transformed how we acquire customers. Immediate traffic from advertising combined with lasting organic growth. We cut our acquisition cost in half.
Kevin NguyenVP Marketing, OddsPoint
What We Learned From This Project
- ›Treating paid and SEO as separate disciplines is a false choice. They work best when they feed each other. Run them as one operation or the synergy gets lost.
- ›Where query surfaces branch into multiple variations (product comparisons, bonus offerings, location-specific results), programmatic SEO delivers the strongest organic returns.
- ›Branded search is your most cost-effective acquisition lever, and it's built entirely through mid-funnel paid investment.
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