Turning marketing spend into a commercial pipeline
Mission
Serving as our 2025-26 flagship campaign, we set out with EveryMatrix to rewrite the rules of what is possible with paid LinkedIn campaigns. With a €41,000 LinkedIn investment, our work together directly resulted in 10 signed operators.
This included their largest deal of 2025 - a European national lottery monopoly.
A systematic sequencing approach
Creativity in the campaign was defined by a systematic sequencing approach. Rather than running disjointed ad flights, we built a continuous narrative that mirrored the B2B buyer's journey across twelve months.
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Phase 1: Initial awareness (EveryMatrix Effect)
Establishing brand positioning across an initial bespoke build of 650+ operator brands.
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Phase 2: Market Expansion (EveryMatrix effect Africa & EngageSuite)
Educating new markets on specific casino and sportsbook products.
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Phase 3: Digital to events (ICE Barcelona)
Converting digital engagement into physical booth traffic and commercial meetings
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Phase 4: Localised demand (turnkey Africa & Bonus Guardian)
Using acquired data to deliver high-intent leads in developing markets.
Compounded audience retargeting
PRace developed a single, continuous funnel for EveryMatrix. We deployed a multi-phase compounded growth plan structured across six interconnected campaigns.
Each stage was designed to harvest success data from the previous phase to build on the next. This compounded data effect ensured that we were never paying to reach the same cold audience twice. Instead, we were systematically moving a warm audience of decision-makers down a path toward conversion.
Results that matter
21M
TARGETED
IMPRESSIONS
29K
HIGH-INTENT
WEBSITE CLICKS
€356
COST-PER-LEAD
ACHIEVED
10
SIGNED OPERATOR
DEALS
550K
NATIVE VIDEO VIEWS
54
PRE-VETTED LEADS
€1.95
CPM
€1.43
CPC
Record-setting cost-efficiency
By the start of 2026, the campaign had contributed to multiple commercial opportunities and 10 signed operator deals across Africa and Europe. This level of cost-efficiency is a record-setting benchmark for B2B marketing. Delivering an approximate 10x return on each deal signed, just 2.3% of the revenue from a single operator deal was enough to cover our entire annual retainer as an agency.