Scaling Smarter: How Pieo Helped Peninsula Cut Lead Costs by 59% and Unlock a New Growth Channel

Standing Out in A Crowded Market

The challenge was as ambitious as it was simple: build a lead engine from scratch that didn’t just match the benchmarks the founder had seen in his previous role, but beat them. To do it, Pieo needed to design a strategy that could thrive in the most competitive marketing environment in the sector.

Our approach

We knew Google Ads would be the primary growth driver, but we also knew competing head-to-head on every click was a losing game. Instead, we built a dual approach where Paid Search and SEO worked in lockstep:

• Paid Search became the spearhead, laser-focused on high-intent buyers ready to engage immediately. Every dihram of spend was directed towards keywords and campaigns with the shortest path to revenue.
• SEO worked in the background as the nurturing engine, capturing prospects earlier in their buying journey, building trust, and feeding the funnel at lower cost.

This complementary strategy created efficiency from the outset, qualified leads started flowing without the inflated costs usually associated with early-stage growth.

At the same time, Pieo saw disruption on the horizon. While competitors obsessed over the familiar battleground of Google, we leaned into the rise of AI-driven search. It was a channel few were paying attention to, but we knew it was coming. Pieo moved early, creating content and optimising Peninsula’s website for AI search visibility. Today, that foresight pays off: AI search now delivers more than 5% of Peninsula’s inbound leads every month, a channel their rivals barely register.
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This complementary strategy created efficiency from the outset, qualified leads started flowing without the inflated costs usually associated with early-stage growth. But strategy alone wasn’t enough. To make every click count, Pieo built Peninsula’s website from the ground up: delivering conversion-focused design, technical SEO foundations, and content that turned interest into action. This ensured that investment in Paid wasn’t wasted on a leaky funnel, but converted into measurable, qualified leads.

Results

The impact? Compared to the “industry standard” cost per qualified lead the founder knew from his last role, Peninsula now generates qualified leads 59% cheaper, a structural advantage that compounds as they scale.