How smart platform strategy and agile creative development delivered year-over-year growth for an online tax filing platform serving vacation rental owners.
Client
SaaS Tax Company
USA
USA
Services Provided
Meta Ads
Google Ads
SEO Consulting
Google Ads
SEO Consulting
Results in Summary
+64% reach
-83% cost per lead
4,900+ new leads
-83% cost per lead
4,900+ new leads
The Goals & Challenges
This client is a SaaS tax platform built specifically for short-term vacation rental owners and property managers, helping them navigate complex local tax obligations across the US. Competing in the financial services space means earning trust quickly and reaching a niche, but highly qualified, audience before a competitor does.
Their biggest hurdles going into the engagement: a Meta advertising presence that wasn’t performing up to its potential; a lean internal creative team with limited bandwidth; and a technical limitation that prevented the Meta pixel from being installed on their landing pages, making conversion tracking nearly impossible through traditional means.
Operating as an agile, independent team embedded alongside their internal stakeholders, we were able to move fast, testing, adjusting, and optimizing campaigns without the delays that can slow progress inside larger organizations.
Odd Dog's Custom Ad Strategy
Creative Solutions to Tracking Problems
When standard pixel-based conversion tracking isn’t an option, you have to get creative. Since the Meta pixel couldn’t be placed on the client’s landing pages, we pivoted to a native Meta Lead Ad strategy — capturing lead information directly on the platform and routing submissions straight to their sales team’s CRM. This eliminated the tracking gap entirely, and as a bonus, Meta’s algorithm rewards on-platform conversions with better delivery and lower costs.
Precision Audience Targeting
We focused on reaching property owners and managers in the US’s most active vacation rental markets. Using a combination of lookalike audiences built from property management industry data and geo-targeting in high-density short-term rental hubs, we consistently put ads in front of the people who needed this service most, not just homeowners, but the managers and operators running multiple properties.
Ongoing Creative Development
With a lean internal design team, the client needed a creative partner, not just a Meta Ads expert. We took on the bulk of ad creative development, producing a steady stream of fresh assets for continuous A/B testing. Animated ads consistently outperformed static images, so we leaned into that, building motion-based creative from their existing brand assets to maximize performance without requiring a full production lift on their end.
Always-On Testing & Optimization
No campaign runs on autopilot here. We tested ad formats, audiences, copy angles, and visual styles on an ongoing basis, using performance data to inform every decision. Being an independent team allowed us to move fast, making real-time adjustments that kept campaigns competitive and efficient month over month.
The Results
Year over year, these campaigns outperformed everything that had come before them, including previous efforts managed by the client’s internal team. The pivot to native Meta Lead Ads didn’t just fix the tracking problem; it unlocked a dramatically more cost-efficient way to generate high-quality leads. A 83% reduction in cost per lead, combined with a 64% increase in reach, meant the client’s budget was working harder than ever.
More than 4,900 new leads were delivered directly to their sales team through the CRM integration — no manual handoff, no data gaps, no leads falling through the cracks. The quality of those leads was broad and consistent, providing the sales team with a reliable pipeline of qualified vacation rental owners and property managers actively seeking a solution.
By rethinking how conversions were tracked and where they happened, we turned a technical limitation into a competitive advantage — delivering more leads, at a lower cost, with better data than the client had ever had before.
+64%
Reach YoY
-83%
Cost per Lead YoY
4,900+
New Leads
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