Fintech Case Study

The goal of the project was to grow the Paid Advertising program from roughly $3k to $35k spend per month in less than a year. As a small business, scaling while maintaining a Cost / Trial Started below target of $7 was detrimental to their success.

They had experimented with Meta Ads previously, but had struggled to scale without inflating Cost / Trial Started significantly. The project was also hindered being in the Credit special ad category, severely limiting targeting options and advanced functionality within the Meta and Google Ads platforms.

In order to scale Meta Ads while remaining below target Cost / Trial Started, it was important to balance expansion with efficiency improvements.

Expansion Tactics

• Increased reach through interest target testing, focusing on highly correlated audiences
• Tested broad targeting, allowing Meta's algorithm to find the cheapest results
• Launched Retargeting to re-engage users who fell off the funnel, and convert at a cheaper cost

Efficiency Tactics

• Landing page testing helped improve Trial Conversion Rates by over 50%
• Continuous creative testing helped reduce Cost / Trial Started significantly
• Copy testing, comparing distinct themes helped improve Click-thru-rate by 16%
• UGC Creative development helped reduce Cost / Trial Started while reaching new audiences

Beyond improving Meta Ad performance, I launched a Google Ads account from scratch helping increase scalability significantly. By the year end, Google had consistently accounted for 50% of Paid Advertising budget while delivering a Cost / Trial Started almost 50% below Meta Ads performance. 

Over the course of the year, I was able to increase Paid Advertising spend from $3,000 per month to a high of $36,000 per month while remaining below target Cost / Trial Started of $7. While scaling monthly spend by over 1,100% I was able to limit Cost / Trial Started increases to 73%.