Demand Gen campaigns for a US B2B FinServ firm delivered 40% lower CPL than the industry benchmark

The Context

This B2B FinServ firm serves US Credit Unions with its financial products & services

The client was challenged with both the high cost of lead acquisition and poor quality of leads leading in weaker sales pipeline

The client's CPL was 68% higher than the industry benchmark, with uncertainty around the performance of ad creatives, formats, and channels

The Strategy

Conducted testing across multiple formats, channels and targeting strategies

Scaled high-performing campaigns using an optimized mix of channels, targeting tactics and creative formats

Rapidly optimized campaigns through multi-layered exclusions for non-performing segments, driving precision targeting

Identified the optimal creative refresh rate to maintain engagement while preventing ad fatigue

The Outcomes

81%

Reduction in Cost Per Lead (CPL).

3X

Improvement in lead form completion rate.

41%

Lower CPL than the industry benchmark

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