Business Challenge
The financial services provider faced rising acquisition costs due to aggressive competition across high-value lending and investment keywords. Broad targeting and inconsistent audience segmentation were generating low-intent leads.
Performance marketing campaigns required restructuring to improve lead quality, strengthen funnel segmentation, and ensure efficient budget allocation across high-converting financial products.
Objectives and Success Metrics
The focus was to reduce acquisition cost, improve lead qualification, and scale revenue contribution from paid channels.
- Reduce cost per lead across search and social campaigns
- Increase return on ad spend
- Improve qualified lead conversion rates
- Optimize budget allocation toward high-performing financial products
ROAS Growth
Cost Efficiency
Conversion Lift
Budget Allocation
Objectives and Success Metrics
The focus was to reduce acquisition cost, improve lead qualification, and scale revenue contribution from paid channels.
- Reduce cost per lead across search and social campaigns
- Increase return on ad spend
- Improve qualified lead conversion rates
- Optimize budget allocation toward high-performing financial products
ROAS Growth
Cost Efficiency
Conversion Lift
Budget Allocation
Strategic Approach
We segmented campaigns by product intent, refined audience targeting, and optimized landing pages for financial compliance and trust signals.
Intent segmentation
Structured campaigns around product-specific financial queries
Funnel layering
Built prospecting, remarketing, and exclusion-based audience flows
Conversion optimization
Improved landing experience to increase lead form completion rates
Implementation Highlights
- Product-wise campaign segmentation across Google and Meta
- High-intent keyword targeting for financial products
- Audience layering and remarketing funnels
- Landing page optimization for trust, clarity, and compliance
- Bid strategy adjustments based on product performance
- Continuous performance monitoring and creative testing
Implementation Highlights
- Product-wise campaign segmentation across Google and Meta
- High-intent keyword targeting for financial products
- Audience layering and remarketing funnels
- Landing page optimization for trust, clarity, and compliance
- Bid strategy adjustments based on product performance
- Continuous performance monitoring and creative testing
Challenges and Resolutions
Outcome
Challenge
High cost per lead in competitive financial segments
Resolution
ocused on high-intent search and refined audience targeting
Result
44% reduction in CPL
Outcome
Challenge
Low lead quality from broad campaigns
Resolution
Implemented structured funnel segmentation and exclusions
Result
61% increase in qualified conversions
Outcome
Challenge
Inefficient budget allocation
Resolution
Shifted spend toward top-performing financial products
Result
2.9× improvement in ROAS
Results and Business Impact
Why This Worked
Performance improved because employer positioning was aligned with technical credibility and authentic workplace storytelling.
- Culture narrative built around cybersecurity impact
- Distribution integrated into recruitment funnels
- Video optimized for engagement across professional platforms
Talk to a Growth Strategist
Why This Worked
Performance improved because employer positioning was aligned with technical credibility and authentic workplace storytelling.
- Culture narrative built around cybersecurity impact
- Distribution integrated into recruitment funnels
- Video optimized for engagement across professional platforms
Talk to a Growth Strategist