Case Study: TEGNA achieves 22% increase in conversions and 69% reduction in CPA with Skai Local

TEGNA Marketing Solutions Uses Skai™ Local To Increase Conversions By 22% For The St. Hope Foundation

TEGNA Marketing Solutions partnered with The St. Hope Foundation to boost appointment leads and new patient conversions across multiple service lines while driving down cost per acquisition. To achieve this, TEGNA deployed Skai’s platform, using Skai Local to structure and manage multi-location campaigns.

Leveraging Skai Local along with Smart Tags and Skai Performance Optimization, TEGNA automated blocked-keyword handling, removed duplicate keywords, used weekly reporting for iterative optimizations, and applied the KPO algorithm to maximize conversions within budget. The campaign delivered a 22% increase in total conversions over six months and a 69.25% average decrease in CPA, with strong service-level gains (e.g., Dental +37.6% conversions; HIV +27% conversions with a 53% CPA drop), leading to a client contract renewal with Skai.

TEGNA

William Campos

Campaign Strategy Manager