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Caleb & Brown is a globally recognised cryptocurrency brokerage that simplifies digital asset trading for investors of all experience levels. Unlike traditional exchanges, Caleb & Brown offers a personalised service where clients can trade, store, and manage their crypto portfolios with dedicated brokers. With a strong focus on security, transparency, and ease of use, the firm bridges the gap between traditional finance and the rapidly evolving world of crypto.
When we first partnered with Caleb & Brown, they had a well-established reputation in the crypto space but were looking to scale their customer acquisition efforts. Their primary challenge was reaching the right audience—investors unfamiliar with crypto trading who needed a trusted brokerage. By refining their digital strategy, optimising paid media channels, and leveraging high-trust creative, we helped drive a significant increase in high-quality leads whilst reducing acquisition costs.
In this case study, we’ll break down the key strategies that allowed Caleb & Brown to scale efficiently, increase brand credibility, and attract serious investors to their platform.
When we first partnered with Caleb & Brown we faced major roadblocks in scaling their paid media efforts. Traditional keyword targeting wasn’t enough to reach their ideal audience—investors unfamiliar with crypto trading who required a hands-on brokerage service. Additionally, Google’s strict policies on cryptocurrency advertising posed compliance challenges, limiting their ability to run effective campaigns. Their previous efforts had struggled with inefficient targeting, underutilised creative formats, and a lack of a structured approach to scaling. These challenges needed to be addressed to drive sustainable, high-quality growth.
When we took over Caleb & Brown’s Google strategy, it was clear that traditional keyword targeting wasn’t enough. Their ideal audience wasn’t actively searching for crypto brokerage services. Instead of relying solely on long-tail, high-intent keywords, we introduced demographic layering to refine targeting. By focusing on users aged 45+ with financial interest, we filtered out younger, tech-savvy traders who were less likely to need a brokerage. This shift ensured ads reached the right audience, reduced wasted spend, and improved lead quality significantly.
Most YouTube campaigns focus on awareness, but we also needed it to drive conversions. Caleb & Brown wanted YouTube to generate leads, so we restructured their video ad strategy. We optimised for direct-response by frontloading key information within the first five seconds—brand name, offer, and a compelling hook. We also layered demographic targeting, ensuring ads reached the right audience. By aligning creative execution with performance objectives, we turned YouTube into a high-performing lead channel. This approach not only drove more leads but also increased brand trust, reinforcing Caleb & Brown’s credibility in the crypto space.
Caleb & Brown’s YouTube ads generated significant interest, but we needed to capitalize on that intent. To do this, we launched a remarketing search campaign targeting users who had interacted with their YouTube content. This ensured that whenever these users searched for crypto-related terms, Caleb & Brown’s ads appeared at the top of search results. This strategy kept the brand top of mind and captured high-intent leads who had already been exposed to the brand. By combining video awareness with search intent, we increased conversion rates and ensured their marketing efforts worked cohesively across platforms.
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Defiant Digital is a Sydney based Digital Marketing agency that specialises in Creative Performance.
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