Demand is only valuable where supply exists
A national campaign can generate excellent-looking volume in categories and locations where no suitable provider can accept it.
Comparison Sites and Marketplaces Digital Marketing and Lead Generation
Make paid acquisition pay.
Bringing people to your platform is only useful when you can match them with a provider or complete a transaction. I help comparison sites and marketplaces spend with that in mind, rather than judging success by submissions alone.
Free discovery call · Around 45 minutes · Directly with Matt · No obligation
Work directly with Matt Gatley · Gold Coast, Australia · Clients worldwide
The digital marketing challenges
Can your providers use the demand you’re buying?
A campaign can look successful while partners reject enquiries, coverage is thin or the same customer appears several times. The platform pays to acquire the demand without necessarily earning from it.
I look at campaign performance alongside matching, acceptance and revenue, so you can see where buying more demand makes sense and where something else needs fixing first.
Submissions hide acceptance
Completed forms can include duplicates, poor contact details, unsuitable needs or demand that partners reject.
Partners value leads differently
Capacity, close rate, product fit and commercial terms mean the same lead can create different value across the supply side.
Balancing both sides changes acquisition
More customers can overwhelm providers, while more providers can dilute opportunity and weaken retention if demand is insufficient.
Web and app journeys fragment data
Discovery, submission, notifications and transactions may occur across devices and products that do not share one reliable identity.
Revenue share arrives downstream
The business may only know true value after provider contact, sale, transaction or later reconciliation.
Who this is for
Who I help in comparison and marketplaces.
This is a strong fit where paid acquisition already matters and the business can connect at least some customer submissions with provider or transaction outcomes.
Comparison businesses
- Financial comparison sites
- Insurance comparison
- Energy comparison
- Product comparison apps
- Quote platforms
Matching and referral
- Health provider matching
- Aged care matching
- Trade marketplaces
- Service directories
- Legal referral services
Two-sided marketplaces
- Automotive marketplaces
- Property marketplaces
- Consumer service platforms
- App marketplaces
- Revenue-share platforms
Where the customer journey gets difficult
Lead, transaction and app marketplaces need different value signals.
I map the sequence that creates value for customers, providers and the platform, then choose feedback stages that balance timeliness with commercial truth.
Lead marketplace
- 01Submission
- 02Matched
- 03Accepted
- 04Sold
Duplicate status, coverage and partner acceptance determine whether a form can be monetised.
Comparison platform
- 01Compare
- 02Click or lead
- 03Provider action
- 04Revenue
Product, provider and commercial terms can make apparently similar comparison users worth very different amounts.
Service marketplace
- 01Request
- 02Provider response
- 03Booked
- 04Completed
Response speed, provider density and completed transactions shape liquidity and repeat use.
Marketplace app
- 01Install
- 02Activated
- 03Transaction
- 04Retained
Acquisition must connect app behaviour with successful matches, transactions and repeat value.
A joined-up acquisition system
How the marketing fits together.
The right campaign in the wrong location can still be a poor investment if no provider can take the work. I help you plan acquisition around the supply you have, while improving the matching and follow-up that let the platform earn from it.
Capture comparison intent
Use search around products, quotes, providers and high-intent needs while reflecting actual category and geographic coverage.
Create category demand
Use Meta, TikTok and relevant platforms to educate, communicate marketplace value and re-engage incomplete journeys.
Make the marketplace useful
Connect comparison guidance, provider information and real coverage so customers understand why and how to act.
Improve completion and fit
Align questions, identity, duplication, matching and notifications without creating more friction than the decision needs.
Protect supply-side value
Connect routing, response, capacity and partner feedback so good demand reaches providers able to act.
Return accepted and sold value
Feed partner acceptance, transactions, revenue share and repeat value back into category and channel decisions.
Work directly with Matt Gatley
You work directly with me.
I’m Matt Gatley, founder of We Know Growth and a senior digital marketing expert. My background spans advertising, data, products and sales, with more than 20 years of experience and $350m+ in managed advertising spend.
I’ll take the time to understand how your business wins customers, then work with you on what needs attention. You can ask me about the detail, challenge a recommendation or talk through a decision as the work develops.
Meet MattWays to work together
A few ways we can work together.
If you’re not sure where to start, we can talk it through. An audit helps when the cause is unclear; management or advisory may be more useful when you already know the help you need.
Find what to fix
Growth audit
I investigate what’s happening and explain which changes deserve attention first, with a plan for your team to work from.
Explore the audit Improve acquisitionPaid advertising management
I take care of the campaigns and review what happens to the enquiries, so we can judge the advertising by the business it brings in.
Explore management Get senior directionGrowth advisory
I help you review results and work through recommendations while your team or agency continues to deliver the work.
Explore advisoryCheck your starting pointLead profitability calculator Measurement readiness audit
Straight answers
Comparison Sites and Marketplaces marketing questions.
A few questions you may have before we talk.
What does comparison site and marketplace marketing include?
It can include paid search, paid social, content, comparison or matching journeys, app acquisition, partner routing and measurement through to accepted leads, transactions, revenue share and repeat value.
How can a marketplace improve lead quality?
Define validity, duplicate, serviceability, acceptance and sold outcomes with providers, then compare campaigns and journeys against those stages. This separates poor acquisition from gaps in supply or partner response.
How should supply coverage affect paid advertising?
Budgets and targeting should reflect categories and locations where suitable providers can accept demand. Coverage can be imperfect, but systematic acquisition into supply gaps should be visible and controlled.
Which marketplace conversions should be returned to platforms?
Useful stages can include valid, matched, accepted, transacted, sold or revenue. The right feedback mix depends on volume, delay and how consistently partners return outcomes.
Can you support both web and app marketplaces?
Yes. The measurement design needs to connect acquisition, identity, matching and value across web and app where possible, while recognising platform privacy and attribution limits.
What is the best first engagement for a marketplace?
A growth audit is usually strongest when the issue could sit across demand, supply, completion, acceptance, partner response or measurement. Management is appropriate when coverage and value signals are already well defined.
Start with a conversation
Let’s talk about both sides of your marketplace.
Tell me how you acquire customers, what providers can accept and where matches break down. We’ll discuss what would make acquisition more worthwhile and where I could help.
Free discovery call · Around 45 minutes · Directly with Matt · No obligation