Oyster Yachts
Services
Who are Oyster Yachts?
Oyster Yachts is a premier British builder of luxury bluewater sailing yachts. Built specifically for long-distance cruising, their vessels are supported by global owner events like the Oyster World Rally.
Selling to high-net-worth buyers across a long and complex customer journey requires precise targeting, strong visual creative and rigorous lead qualification rather than high-volume advertising.
The challenge
Before partnering with Bind Media, Oyster faced a common hurdle for luxury brands: proving the true commercial impact of paid media across a lengthy cycle. Previous activity had produced inconsistent lead quality and gaps in measurement, leading Oyster to reduce investment while reviewing its paid-media approach
Without integration between ad platforms and Oyster's CRM, there was no visibility into how online leads progressed to offline yacht sales. Search ad engagement lagged behind industry benchmarks, and campaign structures were not tailored to reach genuine qualified buyers. Oyster needed to restore data clarity, validate ad performance against true pipeline value, and build a reliable framework for sustainable growth. Without this visibility, they were effectively sailing in the fog.
The approach
We introduced a phased, proof-of-concept framework designed to rebuild data visibility and prove efficiency at a baseline level before expanding spend. By connecting backend sales data directly to ad platforms, we shifted focus away from basic click metrics toward genuine pipeline progression, incrementally scaling monthly budgets as lead quality benchmarks were met.
- CRM integration & pipeline tracking: Linked backend ad platforms directly with HubSpot to optimise for SQLs and MQLs. This provided visibility into the long sales cycle and enabled lead qualification filtering based on property value criteria.
- Channel realignment & search expansion: Reallocated budget away from LinkedIn to focus on high-intent Google Search campaigns. We expanded beyond defensive brand search into targeted generic luxury terms and model-specific queries across key global wealth hubs.
- Meta & event-driven creative: Leveraged Oyster’s strong internal video and image assets to launch targeted Meta campaigns. Messaging focused on key demand drivers, including private viewing events, international boat shows, and the exclusive Oyster World Rally.
- Controlled spend scaling: Established clear CPA targets to justify budget growth, incrementally scaling monthly spend by 300% while maintaining acquisition efficiency.
The results
By connecting ad performance directly to HubSpot data, we gave Oyster Yachts complete visibility into how media spend translates into revenue. This attribution model gave them confidence to scale monthly budgets - knowing increased investment was driving qualified pipeline growth rather than vanity metrics.
Key performance outcomes:
- 76% increase in SQLs, paired with a 32% reduction in SQL CPA
- 115% increase in MQLs, alongside a 45% reduction in MQL CPA
- 700% improvement in Google Search CTR compared to the previous agency baseline
“Working with Tom, Lewis, and the Bind Media team has been fantastic. After struggling with getting paid media to work for us again, it's been refreshing to see how the team has approached it. They quickly understood our product, target market, and lengthy sales cycle - which has ultimately led to paid media becoming a successful channel for us!”
Where next?
56%
increase in ROAS.
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200%
increase in shop traffic
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