A full-funnel filing season strategy delivers goal-crushing registrations and e-files.
Project Overview
Services
TaxSlayer is a tax preparation and tax software company that enables consumers to prepare and e-file their federal and state tax returns online.
TaxSlayer partnered with Spinutech to drive user registrations and e-files during tax season through a full-funnel digital marketing strategy across YouTube, Meta, TikTok, and Spotify. The goal was to increase qualified customer acquisition while improving efficiency at scale during one of the most competitive windows in the tax provider services space.
With Spinutech’s strategists at the wheel, TaxSlayer exceeded their platform registrations goal by 137% and their e-file goal by 234%. Year over year, total platform registrations and e-files increased by 200%, while cost-per-conversion for both decreased by 35%.
“Spinutech has been a true partner for our team — consistently challenging the status quo and bringing thoughtful, strategic recommendations that push our programs forward.”
The Challenge
Competing in a tax software market dominated by larger brands with massive media budgets and strong organic visibility, TaxSlayer needed to grow their brand awareness early, convert high-intent users efficiently during peak filing windows, and continuously optimize spend across channels as consumer intent shifted throughout tax season.
Our Strategy
Spinutech developed an integrated, full-funnel media strategy designed to create early-season momentum and compound performance throughout tax season. The campaign prioritized awareness-building in high-intent channels early, then shifted investment toward remarketing and conversion-focused tactics as audiences matured and filing urgency increased.
Key elements of the strategy were:
- Early season investment in high-intent channels to capture registration and e-files before competition peaked.
- Agile budget allocation across channels and the marketing funnel to allow for conversion prioritization and minimal waste.
- Scroll-stopping, platform-native creative that is educational, relatable, and designed to improve conversion rates and reduce cost per acquisition
- Partnering with TaxSlayer and the AI-powered platform Haus to implement incrementality experiments to maximize media investment and channel mix
The Results
Spinutech helped TaxSlayer dramatically outperform projections during tax season, exceeding their registration goal by 137% and their e-file goal by 234%.
At the same time, acquisition efficiency improved significantly, with registration and e-file costs declining more than 35% year over year.
The campaign’s success was driven by disciplined optimization across channels. Meta increased e-files by 679% year-over-year while lowering cost per new e-file by 78%. YouTube Demand Gen campaigns drove an 802% increase in new e-files with only a 115% increase in ad spend.
“Spinutech doesn’t just execute; they actively look for ways to improve performance and have driven stronger results over time.”
