The Monster Group, a fast-scaling collective of consumer brands including Tax Monster, Debt Monster, Electricity Monster, Internet Monster, and Solar Monster, needed a performance marketing partner capable of beating Australia’s biggest corporations in digital efficiency. Their business model relied entirely on acquiring leads at a lower cost than tier-one providers like Origin Energy, Optus, Telstra, and TPG. Involve Digital was brought in to deliver this edge—and to also upskill their internal team to build long-term marketing capability.

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The goal was to develop a lead generation system that could consistently deliver high-converting traffic across multiple verticals. Campaigns needed to align with each vertical’s dynamics—electricity, internet, solar, debt and tax advisory—while still working under a shared brand philosophy: ‘get the best deal’. Each funnel had to be deeply segmented, data-informed, and scalable.

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Involve Digital implemented granular paid search strategies using Google Ads, complemented by retargeting and supporting display ads across Facebook. Creative was tailored to each industry’s customer behaviour—energy switchers, solar price seekers, broadband hunters—ensuring relevance at every step. We rolled out modular ad sets and landing page frameworks, designed to convert fast.

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We didn’t just run campaigns—we helped the Monster Group level up. The founder’s vision included building in-house capability, so Involve Digital took on a hybrid delivery and advisory role. We trained internal staff on campaign mechanics, budget allocation, and creative strategy. The result was not just performance growth but a smarter, more agile marketing team inside the business.

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We launched with tightly targeted Google Search campaigns for each vertical, using audience insights and localised targeting to reduce wasted spend. Each week, cost per lead dropped through structured optimisation—A/B testing ad copy, refining bidding strategies, and implementing audience exclusions. Within seven weeks, the CPL dropped from $125 to just $9.05.

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• Leads across the group surged, delivering the volume needed to maximise profits from partner networks.
• CPL dropped by more than 90% in less than 2 months.
• Performance outpaced that of major household-name providers in multiple sectors.
• Each Monster business unit became self-sufficient in managing their own optimised campaigns.
• Involve Digital’s guidance helped the internal team make smarter data-led decisions across all marketing activity.
• The group became one of the most cost-efficient lead aggregators in their space.

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