How We Reduced the Cost per Lead 10x for Oschadbank

Media
Media strategy
Performance marketing

Campaign goals

Our task was to attract individual users to apply for cash loans at Oschadbank. The client provided the brief and creatives, and we launched a lead generation campaign on Google.

Challenge

The cash loan market is highly competitive. While Oschadbank offered favorable loan terms, applicants still had to pass a creditworthiness check. Most people searching for loans on Google didn’t meet the necessary criteria, often turning to less stable institutions with higher interest rates.

We noticed strong lead generation from Meta, whereas traffic from Google, despite targeting relevant queries, performed unexpectedly poorly.

Initial campaign creatives featured a general message: “Money for personal needs.”

Solutions and tools

The key solution was detailed audience segmentation. Performance Max and Meta campaigns delivered better results because we expanded targeting based on indirect signals.

We moved away from the standard approach of targeting people actively searching for loans and instead focused on the real reasons they seek financing. This led us to identify three core audiences:

🏠 Housing & Renovation – New homeowners or those needing funds for renovations.
📚 Education & Growth – Young people looking for financial support for studies.
🚗 Transport & Business – Individuals planning to buy or repair a car, as well as entrepreneurs needing capital to start or scale their businesses.

The client developed tailored creatives for each audience, and we optimized campaigns for in-depth analysis and performance comparison.