Messenger
Financial Industry Marketing Case Study: A Facebook Ads & Google Ads Strategy to Increase Leads and Optimize Conversion Costs.
Thông tin doanh nghiệp
Company Information
Tên doanh nghiệp
Company Name
D
Ngành nghề
Industry
Finance
Nội dung hoạt động
Business Description
Money lending services (targeting Vietnamese customers)
Điểm nổi bật
Key Highlights
- The CPA through the registration form improved by approximately 66%.
- Successfully attracted high-quality users, with a contract signing rate exceeding the company’s average.
Thách thức
Challenge
Since its establishment, the company has not been able to recruit dedicated marketing personnel. As a result, advertising operations have been primarily handled by the director without a clear strategic direction.Due to time constraints, although Facebook advertising has continued to be implemented and managed, there has been limited focus on data analysis or developing improvement strategies. Advertising performance has not shown growth, and the number of inquiries has plateaued.In a situation where the return on investment is not clearly visible, time continues to pass while operations remain reactive and lack a long-term direction.
Giải pháp
Solution
Google Search & Display – In-Depth Search Intent Analysis
User search intent was categorized into three groups: Brand / High-intent / Generic. Based on this classification, the budget was prioritized for keywords with high conversion rates and strong cost efficiency. As a result, Search campaigns have operated steadily and become the primary conversion channel.
For Display advertising, its role was limited to awareness objectives such as expanding reach and supporting remarketing, thereby optimizing the overall advertising budget.
Facebook Ads – Creative Diversification and Validation
The creative strategy focused on capturing the attention of high-potential users. Specifically, the banners were developed around the theme of electric motorbikes — a growing trend in the Vietnamese market. Beyond simply attracting attention, the creatives clearly communicated the core message related to borrowing needs, thereby driving higher-quality users.
Although there were some cases of misunderstanding, where users assumed the ads were promoting electric motorbike sales, conversion metrics remained positive, and the final CPA achieved a 66% reduction compared to the initial level.
In addition, in line with the requirement not to drive traffic to the company’s website, the conversion flow was optimized to be completed entirely within the platform through Messenger and Lead Ads.
Kết quả
Results
The overall CVR reached 12.5%, exceeding the company’s average contract signing rate.
Notably, in an unstable operating environment — where active campaigns could be suddenly suspended — detailed daily report analysis combined with close coordination with the client helped ensure that advertising activities remained aligned with the latest platform policies.
Tổng kết
Summary
Platform Limitations:
Due to the nature of the industry, both Google and Facebook enforce strict policies, resulting in the risk of ads being suddenly suspended from delivery. At the same time, there are significant restrictions on the keywords and messaging that can be used.
Cost and Conversion Quality Challenge:
The company maintains strict sales and approval standards, meaning that many users who have borrowing needs still fail to pass the screening process. Therefore, the objective is not only to increase volume but also to improve the quality of users who are more likely to sign contracts.
Trang "Google Ads Management Agency Service" và "Facebook Advertising Management Service" của DYM VIETNAM tại đây.
DYM VIETNAM’s "Google Ads Management Agency Service" and "Facebook Advertising Management Service" page here.
