Simon Lloyd – Chief Strategy Officer at Algorithm

With 20 years of experience in senior roles across multiple sectors, Simon is obsessed with driving digital performance, efficiency, and automation. He cuts through vanity metrics and fluff, delivering straight-talking, data-led insights that help brands turn potential into performance. As a Loeries judge and a seasoned strategist, he brings a sharp, no-nonsense approach to digital marketing—always focused on what truly moves the needle.

Stay tuned for his monthly content, where he’ll challenge industry norms, unpack complex strategies, and offer actionable solutions rooted in Extreme Partnership.

For many businesses, growth often feels tied to increasing marketing budgets. However, scaling without spending more requires a data-driven approach, smarter optimisation strategies, and leveraging efficiencies across paid media, organic search, user experience (UX), and conversion rate optimisation (CRO).

As a digital marketing agency specialising in paid media, organic search, data and business intelligence, CRO, and UX, we work with eCommerce and lead generation businesses to help them scale efficiently without inflating their budgets. In this article, we outline how brands can maximse their existing marketing investments to drive more revenue and leads.

Algorithm uses a specific framework called RACE which helps brands navigate which “tactics” are going to shift the needle, but in an agile scope of work, find out more about our RACE framework here.

Paid Media Efficiency: Doing More with Less

Optimising Ad Spend with Data Intelligence

One of the biggest areas for efficiency is reducing wasted ad spend while improving return on ad spend (ROAS). Many businesses overspend on underperforming ads because they lack real-time optimisation strategies.

How We Improve Paid Media Performance:

• AI-Driven Bidding Strategies: Instead of relying on manual bidding, we implement automated AI-powered bidding to optimise spend based on real-time performance.
• Audience Segmentation & Retargeting: We identify high-intent customer segments and prioritise ad spend toward audiences more likely to convert.
• Eliminating Wasteful Spending: Using multi-touch attribution models, we determine which ad placements contribute to conversions and cut inefficient channels and campaigns..
• Creative Testing & Message Optimisation: A/B testing on ad creatives, offers, and messaging allows us to continuously refine campaign performance without increasing budgets.

Use Case: For an eCommerce client, we reduced their cost per acquisition (CPA) by 35% by shifting budget toward their highest-converting audience segments and pausing underperforming campaigns, keywords and placements.

Organic Growth: Scaling Without Paid Media Costs

SEO Optimisation for Sustainable Growth

Unlike paid media, SEO delivers compounding returns over time, allowing businesses to generate more traffic and leads without ongoing ad spend.

Key SEO Strategies We Implement:

• Targeting High-Intent Keywords: We focus on commercially relevant, high-intent keywords that drive direct sales or leads instead of vanity traffic.
• Technical SEO & Site Performance: We ensure websites load faster, are mobile-friendly, and meet Google’s Core Web Vitals requirements to improve rankings.
• Content Clusters & Authority Building: We create content that answers customer questions, improves engagement, and builds brand authority.
• Optimising Existing Content for Quick Wins: Instead of always creating new content, we improve existing content that is underperforming, leading to faster organic growth.

Example: A lead generation client doubled their organic leads in 12 months without spending extra by focusing on technical SEO improvements and large scale content repurposing – leveraging AI and human content optimisation techniques.

Conversion Rate Optimisation (CRO): Maximising Traffic Value

Turning More Visitors into Customers

Generating traffic is only half the equation, converting those visitors into paying customers is where many businesses fall short.

How We Optimise for Conversions:

• A/B Testing Across Key Pages: We identify high-exit pages and test different layouts, CTAs, and messaging to increase conversions.
• Reducing Checkout Friction: We eliminate unnecessary form fields, streamline payment processes, and optimise mobile checkout experiences.
• Personalisation & Content: Using data, we tailor product recommendations and page content to match individual user intent.
• Heatmaps & Behavior Analysis: We analyse user interaction to identify bottlenecks and implement data-driven improvements.

Example: For an eCommerce brand, improving product page UX led to a 24% increase in conversions without the need for driving any additional traffic or ads cost. Contact us to find out more about how we do this!

Leveraging First-Party Data & Business Intelligence

Smarter Decision-Making Through Data Insights

Instead of guessing where to invest resources, businesses should use first-party data to drive decisions.

How We Help Businesses Leverage Data:

• Customer Lifetime Value (CLV) Analysis: We identify high-value customer segments and prioritise retention over expensive acquisition.
• Multi-Touch Attribution: We use data models to determine which marketing channels contribute most to sales, ensuring budget is allocated effectively.
• Predictive Analytics for Smarter Scaling: We use AI-powered tools to predict future purchasing behavior and adjust marketing strategies accordingly.
• CRM & Email Marketing Optimisation: Instead of relying on paid acquisition, we help by advising on lead nurturing through targeted communications & campaigns.

Example: By shifting focus to high CLV customers and retention strategies, one of our clients increased repeat purchases by 10% while reducing new customer acquisition costs.

User Experience (UX) Improvements That Boost Revenue

Enhancing UX to Drive More Sales

UX and CRO go hand in hand—a better user experience directly translates to more conversions and higher revenue.

How We Improve UX for Growth:

• Mobile-First Optimisation: Since mobile traffic dominates, we ensure sites are fast, intuitive, and easy to navigate on smartphones.
• Improving Site Speed & Performance: Even a one-second delay can reduce conversions by 7%—we optimise sites for lightning-fast load times.
• Clearer Navigation & Reduced Cognitive Load: We simplify menus, improve category structures, and ensure users find what they need faster.
• Building Trust & Credibility: We optimise product pages with customer reviews, social proof, and secure payment indicators.

Example: A SaaS business saw an 18% increase in demo sign-ups after we streamlined their landing page experience and reduced distractions.

Scaling Smarter, Not Harder

Scaling a business without increasing marketing budgets is possible—but it requires optimisation, efficiency, and a data-driven mindset. More importantly requires a strategic framework or you can “get lost in the weeds”.

Key Takeaways for CMOs & Marketing Leaders:

1. Optimise Paid Media Efficiency – Cut wasteful ad spend, improve targeting, and leverage automation.
2. Invest in SEO for Sustainable Growth – Build organic traffic that compounds over time.
3. Improve CRO to Maximise Existing Traffic – Optimise the entire user journey to increase sales without extra traffic.
4. Leverage First-Party Data for Smarter Decisions – Focus on high-value customer segments and retention strategies.
5. Enhance UX for Better Engagement & Sales – A seamless user experience leads to higher conversions.

By implementing these data-driven strategies, businesses can achieve substantial growth without inflating marketing costs.

Algorithm specialises in helping businesses scale without unnecessary spending. If you’re looking to maximise ROI, increase sales, and improve efficiency, Reach out  to us today to book a call or consultation.

Simon Lloyd – Chief Strategy Officer At Algorithm