BELAY provides U.S.-based virtual assistants, accounting professionals, and marketing assistants to business owners, founders, and executives.
Their goal was straightforward: reach business owners, founders, executives, and operators through newsletters focused on entrepreneurship, leadership, productivity, finance, and business growth, and turn them into leads at a predictable cost. BELAY has run with Wellput since August 2024, an ongoing partnership approaching two years, managed to a defined cost-per-lead goal.
The old way of buying newsletter sponsorships was broken in two distinct ways.
Sold on a flat-fee model, often thousands or tens of thousands per send. Budget is committed upfront with no performance guarantee. Even with the right audience on paper, there was no way to know whether the creative, offer, or match would convert until the spend was already out the door.
Exactly the business owners BELAY wants, but each placement takes the same setup time as a premium one. Outreach, insertion orders, creative, scheduling, and tracking are all the same work, yet each title delivers a fraction of the clicks. Fixed cost of effort, shrinking return.
Premium and niche reach, without sourcing a single deal by hand.
One point of entry to both premium and targeted niche newsletters that reach BELAY's business audience.
Structured testing surfaces viable newsletters while managing risk.
Budget shifts to the viable newsletters at optimized CPC prices tuned to hit BELAY's cost-per-lead goal.
Find what works before the conversions arrive.
Selling a Virtual Assistant service to business owners is a higher-consideration purchase with a longer sales funnel, and most leads don’t convert on the first click. Waiting on final sales or revenue to judge a newsletter means burning spend for weeks before the signal is clear, and cutting promising niche titles before they’ve had a fair test. Wellput optimizes on the whole funnel instead: landing-page engagement, second pageviews, form submissions, qualified leads, and other downstream events whenever they’re available.
Needs significant click volume to judge viability on sales or revenue alone.
Early engagement signals like second pageviews identify winners before conversions land.
Scale, at a glance.
Fifteen straight weeks at or under BELAY’s cost-per-lead goal.
I’m super happy with the form submissions. Wellput is one of our best performers.