How National Fostering Group Cut CPA by 30% with SalesWings

National Fostering Group brought digital marketing in-house to gain clearer control over foster-carer acquisition and understand which campaigns generated meaningful outcomes. By connecting SalesWings with Salesforce, the team can trace tagged campaigns, channels and creative assets from initial engagement through inquiry and positive screening.

This visibility helps marketing optimise paid media, gives fostering advisors richer context for conversations and supports lead prioritisation during busy periods. Combined with wider campaign restructuring and optimisation, the data-led approach has contributed to a reduction of more than 30% in inquiry cost per acquisition and an increase in overall conversion rates.

Company Overview

National Fostering Group is the largest fostering agency in the UK, operating through approximately 33 agencies nationwide. Its purpose is to recruit and support foster carers who can provide homes for children in need.

Macy Edwards, Head of Digital Marketing, oversees the acquisition strategy for prospective foster carers. Her team works closely with fostering advisors, recruitment teams and IT to move people from initial digital engagement through inquiry, screening and application.

Unlike a conventional product purchase, becoming a foster carer is a significant lifestyle decision. The marketing journey therefore needs to educate, reassure and support people over time.

“It’s not selling a service or a product. It’s a lifestyle decision, so it’s a very different approach.”

Macy Edwards, Head of Digital Marketing, National Fostering Group

Explore how SalesWings provides insights across revenue teams.

About SalesWings

SalesWings provides first-party behavioural tracking, lead scoring and marketing attribution within Salesforce. It connects website and campaign engagement to CRM records, helping teams identify interests, prioritise inquiries and understand which activities influence conversion. For National Fostering Group, SalesWings provides the data layer connecting digital acquisition activity with inquiry and positive-screening outcomes.

The Challenge

Before establishing its in-house digital marketing team, National Fostering Group did not have a dedicated marketing attribution system. Campaign evaluation relied heavily on information supplied by an external digital agency, which limited the organisation’s ability to assess performance independently.

As the business adopted Salesforce and began bringing digital marketing capabilities in-house, it wanted a clearer understanding of who was inquiring, where they came from and what happened next.

“We didn’t really have data and insight previously. That was the sell, ultimately.” Macy Edwards, Head of Digital Marketing, National Fostering Group.

The objective was not simply to count form submissions. Marketing needed to connect acquisition activity with positive screenings, where a fostering advisor confirms that someone may be suitable to progress.

Without that visibility, the paid-media team would have been optimising with incomplete information. Internal reporting would also have remained dependent on top-of-funnel metrics rather than meaningful progression through the foster-carer journey.

See how Salesforce marketing attribution connects campaigns with conversion outcomes.

The Solution

Why SalesWings Was Chosen

SalesWings was introduced during the organisation’s Salesforce implementation. Lead scoring initially opened the conversation, but marketing attribution became the primary use case as Macy’s team explored the platform.

“It was through using it that we realised there were other ways we could use it to improve our data insights.” Macy Edwards, Head of Digital Marketing, National Fostering Group.

How SalesWings Is Solving the Challenges

The team uses SalesWings tags to capture UTM parameters across campaigns, advertisements, channels, media and creative assets. Because these tags are available in Salesforce, marketing can see whether an inquiry later converts into a positive screening.

This allows the team to compare Meta and Google activity, assess new traffic sources, test Meta lead forms and determine whether changes in performance are being driven by a channel, campaign or individual creative.

“We can really track through the lead journey, which is incredibly valuable.”

SalesWings scoring also supports the “Can I Foster?” quiz and inquiry prioritisation. During the busiest months, fostering advisors can use scores to organise their workloads. They can also review pages visited, forms completed and channels engaged with before beginning a conversation.

Learn more about lead scoring in Salesforce.

The Impact

Bussiness Outcomes

SalesWings has turned attribution into a practical optimisation tool for the digital marketing team. Paid-media specialists can now see which campaigns and creatives generate inquiries and how those inquiries progress.

“My paid media specialist has full visibility of everything coming through his campaigns and creatives, and how each inquiry is converting.”

The resulting insight supports more targeted activity, better internal reporting and richer conversations between fostering advisors and prospective carers.

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