34 months of surgical paid acquisition: Uzaynet.
For 34 months we ran one campaign per real satellite-internet use case for Uzaynet, holding a Search CTR roughly twice the telecom benchmark.
Targeting was not a dropdown; it was a hypothesis about who needs satellite internet and why.
Overview
Satellite internet is not a mass-market product. It exists for addresses terrestrial broadband does not reach: summer houses in the mountains, farms beyond the last fibre cabinet, disaster-response operations in the first 72 hours, village schools the copper network skipped. The buyer has a specific infrastructure problem, not a wish for cheaper internet.
Between February 2019 and December 2021, we ran a 34-month co-marketing programme with a global satellite operator to reach exactly these audiences for Uzaynet. The brief was narrow by design: no race to generic keywords, no traffic for traffic’s sake. Every click had to come from a person with a real infrastructure gap.
Instead of one broad campaign, the programme ran audience-specific campaigns, each with its own targeting hypothesis, creative and bidding: summer houses, disaster and emergency zones, remote education during the COVID shift, rural and agricultural addresses, competitor intent, and bandwidth-starved regions targeted town by town.
We also ran Uzaynet’s Instagram account end to end: campaign creatives for each seasonal offer, illustrated explainers on where satellite internet earns its keep, national-day and holiday designs, Reels, and interactive question posts that doubled as audience research, putting the questions the campaigns bid on directly to the audience itself.
The Challenge
A niche product, buyers defined by their address rather than their demographics, and the constant temptation of cheap generic traffic that would never convert.
The buyer is defined by an address: beyond the last fibre cabinet, off the copper network, or inside a disaster zone.
Competing for cheap generic internet traffic burns budget on fibre-ready addresses that will never buy.
Demand scattered across unlike worlds: summer houses, farms, village schools and emergency operations share almost nothing.
A considered purchase: a cold click rarely converts the same month, so the brand needed a memory layer between clicks.
One campaign per real use case.
Six audience campaigns bid and tuned separately, measured one by one in the CRM and allowed to win or lose on their own evidence, with a 104-week editorial layer of weekly articles and LinkedIn posts, and an Instagram account run end to end, building the memory that makes the next in-market moment convert.
Social, run end to end.
Run end to end from 2019 until June 2024, alongside the campaigns and well beyond them, the feed mirrored the media plan: campaign creatives for each seasonal offer, illustrated explainers on where satellite internet earns its keep, and interactive question posts that doubled as audience research. Below, a selection from the feed.
Structural, not a spike.
The bottom line.
Across 34 months the programme held a 10.10% Search CTR, roughly twice telecom benchmarks, delivered 39.8 million impressions to underserved-region audiences, drew over a million qualified clicks, and tracked tens of thousands of conversions end to end from the ads into the CRM.
The window delivered a record sales chapter for the operator partnership in Europe. Absolute figures stay under the partnership agreement, and the shape of the result matters more anyway: it was not a campaign spike but the predictable output of segment-by-segment acquisition, a 104-week editorial cadence and attribution that let every unit of spend justify itself.
The programme ran alongside the lead engine we built for Uzaynet.
The Uzaynet growth journey
Every layer we built for this brand, in one place.
What partners say
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