Client: Confidential
Industry: Financial Services (Regulated)
Platform: Facebook Ads
Timeframe: May 2022 – June 2025
Primary KPI: Applications Submitted
The Challenge
In a tightly regulated financial services space, this client needed more than just leads—they needed fully submitted applications at a sustainable cost. Previous ad strategies had focused on surface-level engagement and click-throughs, but few users were converting all the way through the application process.
The objective was clear: increase the number of qualified, submitted applications while maintaining compliance and cost-efficiency across a multi-year Meta campaign.
The Strategy
To drive real business results, we optimized the entire campaign structure around full-funnel conversions, not vanity metrics. Our approach focused on:
- Conversion-First Creative & Copy
Every ad focused on the core CTA: completing an application. We stripped away generic messaging and reframed value props around urgency, eligibility, and benefits—while remaining fully compliant with Meta’s financial services policies. - Targeting High-Intent Users
We built lookalike audiences using seed data from users who had previously completed applications, combined with retargeting based on mid-funnel behaviors (like form views and start-checkout events). - Ongoing Performance Optimization
We continuously refined placements, copy variants, creative, and audience segments to reduce cost per application while preserving volume. Underperforming campaigns were quickly cut, and high-performing segments received aggressive budget scaling. - Data-Driven Budget Allocation
Campaigns were optimized based on cost-per-application, not impressions or clicks. This led to a leaner spend strategy that prioritized ROI over reach.
The Results
- Applications Submitted: 501
- Total Spend: $8,376.12
- Average Cost Per Application Submitted: $16.71
- Impressions: 6,319,384
- Reach: 2,597,248
- Average Frequency: 2.43
- CTR (all): 4.86%
- Cost Per Click (all): $0.14
- Average CPM: $1.33
Standout Campaigns:
- One conversion-focused campaign generated:
- 211 applications
- CPA: $15.19
- CTR: 5.52%
- Total Spend: $3,204.34
- A niche segment retargeting campaign delivered:
- 110 applications
- CPA: $15.87
- Frequency: 2.39
- CTR: 6.12%
The Outcome
By combining strategic creative, targeting precision, and performance-obsessed optimization, we helped this financial services brand generate 501 submitted applications over a multi-year period—at just $16.71 per application.
In an industry where lead quality and regulatory compliance matter most, this campaign proved that Facebook Ads can deliver both scale and substance.
So what can Paton Digital do for your business? Contact us today to start the conversation. Fill out the form below to schedule a free strategy session or call/text us at 571-248-1983.