Driving NDIS Leads at Scale Through Performance Marketing & SEO

Able Foods is a leading NDIS meal provider dedicated to supporting Australians living with disability through nutritious, ready-made meals. As competition in the NDIS space intensified, Able Foods partnered with The Hype Society to build a scalable digital growth strategy that would drive consistent, high-quality enquiries while supporting long-term organic growth.

Strategy

Objective

The Hype Society implemented a full-funnel growth strategy, combining paid media, SEO, and advanced tracking to maximise both short-term performance and long-term sustainability.

1. Full-Funnel Paid Media Framework

Campaigns were structured across Top-of-Funnel (Prospecting), Middle-of-Funnel (Education & Consideration), and Bottom-of-Funnel (Retargeting) audiences.

Meta Ads used education-driven creative to introduce Able Foods to carers, participants, and support coordinators
Google Search campaigns targeted high-intent keywords such as NDIS meals, disability meal provider, and branded searches
Dedicated campaigns promoted high-value assets like the NDIS Funding Guide

2. Conversion-Focused Landing Experiences

Traffic was directed to purpose-built landing pages optimised for:

Lead forms
Phone calls
Guide downloads

All key actions were tracked using GA4, CallRail, and platform-level conversion tracking to ensure optimisation decisions were data-driven.

3. SEO & Organic Growth

Alongside paid acquisition, we invested heavily in SEO to reduce reliance on paid media over time.

On-page optimisation targeting high-intent NDIS keywords
Content improvements to support ranking growth
Ongoing rank tracking and technical improvements

This ensured Able Foods continued to build organic authority while paid media drove immediate results.

Challenge

The Challenge:

Able Foods is a leading NDIS meal provider delivering nutritionally balanced, ready-made meals to Australians living with disability. While demand in the NDIS space was growing rapidly, Able Foods faced several core challenges:

Rising competition from both national and regional providers

Increasing paid media costs across Meta and Google
A need to consistently generate high-quality NDIS-relevant leads, not just traffic
Limited visibility across high-intent NDIS and disability-related search terms

Able Foods engaged The Hype Society to create a scalable acquisition strategy that would drive qualified enquiries, phone calls, and downloads while improving long-term organic visibility.

Campaign Results

Conclusion

Lead Generation & Enquiries

1,786+ paid media conversions across Meta and Google
1,058 form submissions, with 552 first-time enquiries
456 inbound phone calls tracked via CallRail
Strong performance from retargeting and high-intent Google Search campaigns

Paid Media Performance

20,352 clicks generated
382,000+ reach across Meta
CTR of 3.73% on Meta Ads
Average CPC as low as $1.76 on Google Ads
Cost efficiency improved despite increased competition

Website & Engagement

85,784 sessions
77,607 engaged sessions
9,636 key events tracked in GA4
Over 1.1 million events recorded, indicating strong on-site engagement

SEO & Organic Growth

- 464,000 search impressions (+163%)
- 10,538 organic clicks (+87%)
- Average ranking position improved to ~5th overall
- 28 keywords ranking in the Top 3, with 46 in the Top 10
- Continued upward trend in keyword visibility and search demand

By combining performance-driven paid media with long-term SEO investment, Able Foods now benefits from:

A predictable pipeline of qualified NDIS leads
Reduced reliance on any single acquisition channel
Improved brand visibility across paid and organic search
Clear, end-to-end attribution across forms, calls, and downloads

Most importantly, Able Foods is now positioned to scale sustainably while continuing to support more Australians living with disability.

Key Messages

Crafting key messages that emphasised the advantages of choosing Able Foods TheHypeSociety focused on clear and concise messaging that highlighted benefits of purchasing from national leader in the NDIS meal delivery category. These messages were woven into the various campaign elements to create a consistent narrative.

Audience Development

TheHypeSociety conducted thorough research to identify and understand the target audience. Demographics, interests, and online behaviour were taken into account to create buyer personas. By understanding the audience’s needs, the campaign aimed to provide tailored solutions and content that would resonate with potential customers.