Reducing CPA by 72% for Luxury Yacht Brokerage, Northrop & Johnson

The challenge

As global sales and charter experts, Northrop & Johnson had a strong offline reputation among luxury yacht audiences, but rising competition and changing search habits made capturing online demand difficult. Our task was to boost digital visibility and improve both the quantity and quality of leads for charters and yacht sales to brokers.

Beyond traffic growth, the project required organic and paid strategies working together. Success meant attracting high-intent audiences via new SEO and PPC approaches refining messaging, creative, and campaign focus. 

Our approach

Building authority

Strong technical foundations were essential for securing Northrop & Johnson’s authority in a crowded market. We prioritized high-value yachts-for-sale and charter pages, supported by targeted content optimization and focused off-site link building. Technical audits, metadata enhancements, EEAT-style elements, and commercial page content templates were reviewed and refined to ensure strong onsite ranking signals.

Refining paid efforts

Paid media was redirected away from broad display campaigns producing low-quality leads. Instead, we targeted high-intent audiences and enhanced creatives and messaging to ensure PPC drove relevant traffic and broker-ready inquiries.

Results

The achievements are significant. Core keywords like ‘Superyacht’ and ‘Yachts for sale’ reached top three Google positions, and CPA dropped from 84 in 2024 to $51 by early 2026. Organic impressions grew 15.5% year-over-year, with a 28% increase in keywords on page 1.

Close collaboration turned the Northrop & Johnson and IDHL relationship into a true partnership, keeping strategies focused on performance and long-term growth—as the search landscape evolves.