Scaling Leads Without Scaling Costs for a Premium Finance Brand

For SPF Private Clients, we implemented a granular PPC strategy focused on intent-driven keyword segmentation across mortgage, insurance, and protection products. Campaigns were built using SKAG-style structures to tightly control ad relevance and Quality Scores. We used first-party CRM data to inform bid adjustments and ad copy, and applied Enhanced Conversions to improve attribution accuracy

The account delivered a 32% uplift in lead volume while reducing cost-per-lead by 8%, driven by improved ad relevance, smarter bidding, and better audience matching.