Google Ads for Business Loans

Project Description

I scaled a B2B business loan account to 433 high-quality leads at a $83.90 CPL, significantly under the $100 target in a saturated market. By shifting from wasteful broad match to a precise Exact Match structure and implementing offline conversion tracking, I trained the AI on actual closed-deal data. This strategic overhaul eliminated irrelevant spend and delivered a high-value pipeline on a $36.3k monthly budget.

The Goal

The primary objective was to scale the lead generation volume for a B2B business loan provider while aggressively reducing the cost per lead (CPL) to below the $100 threshold. We aimed to transition the account from inefficient spending to a data-driven acquisition engine capable of identifying high-value borrowers.

The Challenge

The business loan sector is one of the most saturated and expensive niches in digital advertising. We faced intense competition from established financial institutions, which drove up keyword costs. Additionally, the previous account management relied heavily on broad-match keywords, causing expensive search queries to trigger in irrelevant ad groups and draining the budget on low-intent traffic.

The Result

CPL Efficiency: Successfully scaled the account to a stable CPL of $83.90, well below the $100 target.
Volume and Quality: Generated 433 high-quality B2B leads within the target window on a $36.3k monthly spend.
Algorithmic Maturity: The integration of offline conversion tracking allowed the algorithm to consistently find high-value business owners, resulting in a more predictable and profitable sales pipeline.