50% Reduction in CPL and 2x Lead Volume for Sports Club Management SaaS
Over a 6-month engagement (and ongoing partnership), Henkan transformed TeamFeePay’s digital acquisition engine. Despite steady ad spend, the company was struggling to generate meaningful results and had no structured SEO plan in place. Through rebuilding their Meta lead generation approach, introducing tighter targeting, and implementing a comprehensive SEO strategy, we doubled their inbound leads in just three months, achieving more leads in that period than they had generated in the previous seven. At the same time, we cut cost per lead by 50% and improved their organic visibility through consistent on-page optimisation and content development.
TeamFeePay
Key Results
2x
Lead Volume
-50%
CPL Reduction
9x
ROAS
Company Overview
TeamFeePay is a SaaS platform built for sports clubs, academies, and coaching organisations, offering integrated membership management, payments, registrations, and club administration tools. Their mission is to streamline operations for clubs by removing manual processes, centralising data, and enabling scalable growth.
Operating in a competitive sports-tech environment, TeamFeePay needed a reliable and cost-efficient way to attract new clubs across different regions. Although they had been running paid campaigns, these were broad, underperforming, and lacked a clear acquisition framework. Without an SEO strategy in place, their organic visibility was also limited, meaning most growth relied heavily on paid traffic.
Company Details
- SaaS
- 75
- Football Club Admin Software
- 6 months
Services Provided
- Lead Generation
- SEO
- Conversion Rate Optimisation
The Challenge
Despite consistent advertising spend, TeamFeePay wasn’t generating meaningful inbound opportunities. Their campaigns lacked structure, targeting wasn't aligned with the sports club buyer journey, and they had no long-term SEO foundation to drive sustained demand.
Impact on Business
Inefficient Paid Spend
Money was being spent daily with minimal impact on pipeline and lead quality.
No SEO Strategy or Content Foundation
Lack of ranking visibility meant organic acquisition was almost non-existent.
Low Lead Volume & Slow Growth
Lead generation was inconsistent, limiting sales momentum and the ability to scale.
Our Solution
🎯 Highly Targeted Meta Lead Generation Campaigns
We rebuilt their Meta campaigns from the ground up with precise audience segmentation and strong offer positioning. This structure delivered more qualified clubs at half the previous CPL and doubled the total leads within three months.
📈 Full SEO Strategy & On-Page Optimisation
Created a complete SEO roadmap covering technical fixes, on-page improvements, keyword targets, competitor analysis, and structured content. This strengthened indexing, improved ranking signals, and began shifting reliance away from paid ads.
✍️ Regular SEO Content to Boost SERP Performance
Developed ongoing content optimised for the club management and sports administration sector, helping TeamFeePay expand search visibility and attract higher-intent organic traffic.
Results Timeline
Month 1 - Campaign Rebuild & SEO Foundation
Rebuilt Meta campaigns, implemented early on-page SEO fixes, established measurement framework.
Month 2 - Performance Lift & Organic Growth Begins
Lead volume increased, CPL dropped significantly, early SERP improvement visible.
Month 3 - Breakthrough Results & Momentum
Doubled 7 months’ worth of leads in 12 weeks, with stronger paid and organic synergy.
What Worked
Success was driven by rebuilding acquisition from the ground up, matching the platform’s value to the exact audiences most likely to convert. By refining targeting, improving messaging, and structuring campaigns properly, we dramatically improved efficiency. Simultaneously, a strong SEO foundation provided long-term growth and reduced dependency on paid channels.
Critical Success Factors
The campaign’s impact stemmed from clear positioning, structured execution, and consistent optimisation. Precise audience targeting ensured every pound spent reached real decision-makers inside clubs. Introducing a formal SEO strategy created steady organic uplift, while the combination of paid and organic growth unlocked compounding performance. Regular collaboration with the TeamFeePay team allowed rapid implementation and alignment between marketing activity and commercial goals.
Ready to Transform Your Marketing?
Book a free discovery call to discuss your growth goals and discover how our data-driven approach can accelerate your results.
Tell us about your business and growth goals so we can prepare for our conversation.