Loan Query
Executive Summary
We successfully transformed Loan Query’s digital presence through strategic PPC campaigns, resulting in a 10x increase in lead generation over five years. This case study examines this digital marketing success story’s strategies, implementation, and results.
Background
In 2019, Loan Query (loanquery.com) partnered with Marketer Limited to boost their online lead generation. The initial assessment revealed untapped potential in their digital marketing strategy, specifically in paid search advertising.
Challenge
The primary challenge was to:
- Scale lead generation efficiently
- Reduce cost per lead while maintaining quality
- Create sustainable growth in the competitive loan sector
Website Development Phase
Our first step was focused on creating a high-performance website. The team prioritized:
User Experience Optimization
- Loading speed under 3 seconds
- Mobile-first design
- Clear call-to-action buttons
- Simple navigation structure
Technical Implementation
- SSL security implementation
- Schema markup integration
- XML sitemap creation
- Responsive design across devices
PPC Campaign Management
Initial Campaign Structure
- Keyword research identified
- 500+ relevant search terms
- Created 15 ad groups based on loan categories
- Implemented negative keyword lists
- Set up conversion tracking
Budget Allocation
- Started with $5,000 monthly budget
- Scaled to $50,000 by year 5
- Maintained ROAS above 300%
Year-Over-Year Growth
The baseline year of 2019 established initial metrics of 1,000 monthly leads with an average cost per lead of $50. In 2020, these numbers improved to 2,500 monthly leads with costs dropping to $40 per lead. The trajectory continued upward in 2021, reaching 5,000 monthly leads at $35 per lead. By 2022, the campaign generated 7,500 monthly leads with further cost reductions to $30 per lead. The final year, 2023, saw remarkable results with 10,000 monthly leads and costs down to $25 per lead.
Key Performance Metrics
Campaign performance showed substantial improvements across all key metrics. The click-through rate saw a significant increase from 2% to 6%. Conversion rates demonstrated impressive growth, moving from 3% to 8%. Quality score averages improved substantially, rising from 5/10 to 8/10.
Implementation Process
The implementation followed a structured three-phase approach. Phase 1 focused on foundation building, where the team created specific landing pages for each loan type. This targeted approach significantly improved quality scores and reduced bounce rates. Phase 2 centered on campaign optimization through regular A/B testing of ad copy and landing pages. The team tested various headline formats, call-to-action phrases, and landing page layouts. Phase 3 involved scaling success by strategically increasing budgets across top-performing campaigns.
Success Factors
Data-driven decision making guided daily monitoring and weekly optimization efforts. The team focused on search term analysis, bid adjustments, budget allocation, and ad schedule optimization. Quality score improvements received particular attention, leading to reduced cost per click while maintaining ad positions. This involved regular ad copy updates, landing page optimization, and keyword relevance improvements.
Client Benefits
The partnership delivered substantial value to Loan Query. Customer acquisition costs decreased by 50%, while market share in the loan sector increased significantly. The company experienced improved brand recognition and achieved better ROI on marketing spend.
