SaaS / Telecom Marketplace · 2025
NumberBarn
Rebuilding the engine under NumberBarn's growth.
- Client
- NumberBarn
- Industry
- Telecom / Virtual phone numbers
- Engagement
- Q4 2024 – Present
- Focus
- Search-Led Growth Engine
- Channels
- SEO · Digital PR · Content · Landing Page UXO · Paid Search
01 — Snapshot
The Main Problem: ‘Paid’ was becoming too expensive for obtaining customers
Problem
Before Omni Common, NumberBarn was growing, yet paying heavily for it through increasingly expensive Paid search. In a short window of time, their Sales & Marketing budget had nearly doubled.
While their revenue was growing, their YoY growth rate had fallen four years running (40.7% → 29.5% → 20.0% → 13.3%). Their no-investment trajectory for 2025 was projected at +1.5%–7.4%. As 80%–85% of their revenue is re-acquired from new buyers each year, they were spending more to grow less.
Omni Common’s Solution
The fix wasn’t more spend, it was changing the mix. Omni Common’s thesis: shift customer acquisition toward Organic. (There, the cost to land a customer runs ~4× lower.) In year one, we reversed a multi-year slowdown and completely rebuilt their marketing trends, allowing their growth to compound by itself, rather than having to be repurchased again and again.
+270%
Net-New Buyers
3,664 → 13,544 · Unique buying accounts +35% YoY.
+20%
Total Purchases YoY (GA)
Organic search purchases +51%, Paid +42%.
46 → 60
Domain Rating
+14 pts in 24 months · Top-3 keywords ~4× (~500 → ~2,000).
+288%
Search Impressions
Organic clicks ~+105% (trailing 90 days YoY).
−69%
Account CAC, YoY
The key lever in an acquisition-led business.
+1,100%
ChatGPT-Referred Purchases
Converting 68% above site average, now the 6th-highest purchase driver.
02 — Background
A Big Ship With Slowing Momentum
NumberBarn is a phone number marketplace, specializing in helping people purchase, store, and forward numbers. They also serve business owners tools to improve their marketing and business tech stack.
When Omni Common first came on the scene, NumberBarn stored all their customer data, but didn't fully know WHO their customers were, WHAT mattered to them, or HOW to talk to them. (No worries, that’s a surprisingly common problem.)
In addition, their marketing channels were calibrated in such a way where long-term growth was unlikely. Their company vitals were getting all jumbled up.
- Channel mix was dangerously Paid-heavy: Paid 50% of transactions / 45% of revenue; Organic only 27% of transactions. A large tracked Direct bucket masked a thin Organic base.
- Customer Acquisition Cost (CAC) was climbing: There was no structural mechanism to bring down CAC with Paid being dominant and Organic being flat, YoY.
- Average Order Value “decline” misread: Price per phone number barely moved; number of sales per customer actually fell because of an influx of first-time single-number buyers, a true-blue sign of successful acquisition in action, not a pricing problem!
- Untapped landing-page opportunity: Area-code pages were on broken query-string URLs; a full set of pages designed/written/built, yet none had gone live.
Fig. 01
The NumberBarn marketplace prior to engagement — strong assets, no clear picture of where growth was coming from.
03 — Omni Common's Approach
Data Sorting + SEO + Spend = Organic Growth
The very first thing we did was analyze their mountain of unsorted data. Anywhere we found gaps, we developed customer surveys and conducted customer interviews to develop a full-funnel understanding of their consumer make-up. We mapped their customer’s journey at every touch point, in writing.
After doing this, we identified specific needs and patterns, which we then used to create Ideal Customer Profiles (ICPs) and marketing message mapping. (Science!)
After we had a mathematical breakdown of their behaviors, we discovered a key differentiator between different customer segments. There were customers who wanted to buy, store, forward a number and those who needed to, based on certain life circumstances. A simple, but important distinction.
Second, we identified, designed, and internally executed on four interdependent deliverables that we calculated would multiply organically. These were: Technical, Content Marketing (i.e., blog posts), Digital PR, and Landing-page UXO. (We also managed Paid spend alongside their marketing channels to reinforce rather than cannibalize site traffic, because we’re smart like that.)
Finally, we set out to untangle their marketing spend and set it correctly across all their channels.
The through line in their data, stagnant growth wasn’t a brand problem, it was a channel-mix problem. Fix the mix, fix the unit economics.
Here’s what happened:
Rebuild Content Marketing
We wrote 49 blog posts in 2025 (yes, researched and written by a real person, not AI). We sorted them by two main tracks: “purchase-adjacent education” + “refresh/consolidation”. In addition, we tightened the publishing/QA pipeline, aligned terminology and topic selection with client’s editorial lead, culled and consolidated thin/dated posts (SEO hygiene), and shipped a blog redesign.
The result? Blog traffic rose +234% YoY (Q4’25 vs. Q4’24), with ~48K Google visits and 4.1M impressions.
Digital PR & Link Building
We drove NumberBarn Domain Rating (DR) from 46 → 60 and seeded very important AI-discovery signals.
Here’s how it happened: 147 earned links at DR 71+. Examples of original data-driven campaigns: Ghosting (125 placements), Debt Collection Calls and Phone Bills (avg. DR ~80s), Robocalls and Phone Etiquette (sustained broadcast/publisher coverage).
Technical SEO
We conducted: 12 technical batches across the year, surfacing 33 optimizations (i.e., template, crawl, indexing, Core Web Vitals), internal-linking automation for topical clusters, content consolidation redirecting/merging 58 older posts.
This all established new single-day Organic-click highs: 1,197 (July 2025) → 1,680 (Oct 2025). Impressions grew +288%, Organic clicks grew ~+105% (90-day YoY).
Landing Page UXO & CRO
17 top-level landing pages were rewritten, redesigned, and coded for commercial intent (i.e., vanity, local/geo, toll-free, area-code, search, call-forwarding, purchase-and-port, lawyers, roofing). This development was included at no up-charge, plug-and-play ready.
In one example, “/local” launched Aug 2025, and is currently bringing in 100K+ monthly searches.
Paid Search (PPC)
We took full account ownership of their Paid channels. We returned non-branded campaigns to maximize conversion value w/ tROAS, did continuous query/keyword hygiene, executed top keywords focus with exact-match tests, implemented ad-copy testing, and sorted promo alignment for on-sale numbers.
All this created the best efficiency in three years: CPA ~−27%, ROAS ~+26% YoY on lower spend.
In Q2 2025, nine months into the engagement, Google Ads efficiency hit a record CPA down 28% year over year ($28.02 to $20.04) and ROAS up 23% (2.86x to 3.52x), achieved on 17% less spend.
Fig. 03 — Trailing 12 months
Compounded performance across organic and paid search, year over year.
04 — Results
What Omni Common Accomplished
Overall Results: Growth was quickly decelerating. We reversed and accelerated it.
Calculated together, the solutions we prescribed and executed compounded. Total purchases were up: +20% YoY, Organic +51%, and Paid +42%. The number that best ties it together is account Customer Acquisition Cost (CAC), down a massive 69%! For a business that needs to re-acquire most of its revenue each year (people don’t necessarily buy new phone numbers every year), acquisition cost governs everything.
The channels we built also worked well in tandem: Organic + Paid together converted at 17.5%, compared to Organic previously converting at 4.2% by itself. Not only that, but a new tailwind arrived half-way through the year: “AI discovery”! ChatGPT-referred purchases were up +1,100% YoY, with a 4.23% conversion rate (68% above site average), and is now the 6th-highest purchase driver.
It all worked so well, we continue to work as their growth partner on new opportunities to this day!
−69%
Account CAC
+270%
Net-new buyers
+20%
Total purchases YoY
46 → 60
Domain Rating
Services delivered
Metrics sourced from Google Analytics 4, Google Search Console, Google Ads, and Ahrefs (2024–2026). Figures reflect 2025 full-year actuals/forecast vs. prior year unless noted.