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I just love the level of service we receive from Pathfinder. I would absolutely recommend them to anyone.

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Lance Tapsell


What we do

Network rise





Reduced CPL

In profit generated

Cost per lead


Welcome to Celebrante, Australia’s premier celebrant directory dedicated to creating memorable experiences for life’s special moments. Originally founded to connect celebrants with those seeking their services, Celebrante faced a significant challenge when rising Google AdWords costs threatened its profitability. The previous owner had to make the tough decision to sell the website as the business model struggled to sustain itself. New owner, Lance Tapsell, determined to revive Celebrante’s profitability and overcome the challenges posed by escalating marketing costs, enlisted the expertise of Pathfinder. With Pathfinder’s strategic approach, Celebrante underwent a transformative journey, successfully slashing its cost per lead and ensuring sustained profitability. Now, Celebrante is not just a directory but a thriving platform, connecting celebrants and clients seamlessly.


Celebrante is an Australian celebrant directory which makes money from celebrants when users make an enquiry with them through the Celebrante website.

The business model is simple, generate enquiries through the website at less than it costs in marketing to generate the enquiry.

The previous owner was forced to sell the website after rising Google AdWords costs had made the website no longer profitable.

Lance Tapsell, a long-time celebrant and customer of the site decided to purchase it and try to get it profitable again.

By engaging Pathfinder, the business was able to dramatically reduce its cost per lead and ensure profitability for the business and its future.

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AdWords cost simply had to get cheaper or the business could not survive.

An advanced account structure was built from the ground up to isolate the most profitable keywords for the business. This enabled a laser-focus on profitability and an ability to reliably ensure positive ROI.

Advanced Google Ads features such as audience overlays and smart bidding were also implemented to enable machine learning to generate increased efficiency.

The Results

The company successfully slashed its cost per lead (CPL) by 25%, enhancing efficiency in lead generation. This optimization led to an impressive $160k profit generated. Notably, each lead cost only $16, showcasing a cost-effective approach to acquiring customers.

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