Leap in Lead Generation: Strategic PPC Mastery

Dive into DSLD Mortgage's epic journey from a struggling PMAX campaign to a lead-generating powerhouse, setting new benchmarks in the mortgage industry.

B2C • Financial • Lead Generation

Screenshot of the DSLD Mortgages website.

Hey! Just Imagine This Was Your Business.

521 PPC leads generated in just four months. Our 12-month goal was 78!

7.6% Conversion rate achieved, increased from 1.4%

$34 CPA achieved. Our target was $60

Within just four months, we smashed the PPC goals, transforming ambitious targets into remarkable achievements.

Request a FREE Marketing Review

Send us your website for review and we’ll guide you through the best next steps to scale your PPC.

How We Earned These Results

When DSLD Mortgage approached us, they were at a crossroads, struggling with a lacklustre PMAX campaign that barely moved the needle in their lead generation efforts. With a brand new (ninja designed) website and lofty aspirations to revolutionise their online presence, they needed a strategy that not only attracted leads but also firmly set them apart in the competitive mortgage industry.

Our mission was clear: to take DSLD Mortgage from the shadows of online obscurity to the forefront of the mortgage world. Through a combination of ingenious PPC landing page designs, meticulously crafted ad copy that highlighted DSLD's unbeatable offers, and a strategic pivot to leveraging both first-party data and cutting-edge AI-developed audiences, we embarked on a transformative journey.

The results were nothing short of spectacular, with DSLD not only meeting but vastly exceeding their ambitious targets within mere months. This case study summarises the journey, showcasing the strategic innovations and relentless pursuit of excellence that drove DSLD Mortgage to unparalleled success.

The Business

DSLD Mortgage is on a dedicated mission to transform the aspiration of homeownership into a tangible reality for its clients. More than just a mortgage provider, DSLD stands as a pivotal partner throughout one of the most significant ventures in an individual’s life. The company specialises in demystifying the complex terrain of home financing, offering a direct and simplified pathway that leads clients to the threshold of their new homes. With a solid reputation for cultivating trust and respect among homeowners across the South, DSLD’s core objective revolves around furnishing an exceptional customer experience that surpasses expectations.

The Goal

Initially challenged by an underperforming PMAX campaign and no clear lead generation targets, we aimed to revolutionise their online presence and establish a dominant digital footprint in the mortgage sector.

Armed with a shiny new, optimised website built by us, expectations were high.

Need More Ninja?

Read our blog

Read and learn about the latest marketing trends, strategies and tactics used by our award-winning team.

Watch our videos

Watch and learn how to do digital marketing the Thinkplus way, hosted by our founder, Tim Cameron-Kitchen.

Hear our podcast

Find out why thousands of marketers and business owners listen to our podcast every week.

The Strategy

Our Ninja developers built the website with the conversion rate in mind. Ready to convert website visitors into customers, it was now time to build a killer PPC strategy to drive traffic to it.

Step 1 — Laying the Groundwork for Success:

At the heart of our strategy was the creation of precision-tailored PPC landing pages, carefully crafted to resonate with the specific campaigns they were designed to support.

In a marketplace crowded with competitors, our mission was to carve out a distinct space for DSLD Mortgage. To do this, we delved deep into competitive analysis, scrutinising the PPC tactics and advertisements of rivals to uncover unique selling propositions and offerings previously underutilised. This strategic insight allowed us to cast DSLD Mortgage in a compelling new light, distinctly setting them apart.

Our focus sharpened on promoting a singular loan type to begin with, rather than casting a wide net across all available options. This precision approach enabled us to refine our efforts, rapidly pinpointing effective strategies for swift scaling. The success of this method was evident as we confidently ramped up our investment from $15k to $35k within just four months, marking a bold step forward in DSLD Mortgage’s digital marketing journey.

Step 2 — Harnessing Data for Precision Targeting:

We tapped into the power of first-party data and cutting-edge AI to connect with individuals showing the highest intent. With DSLD Mortgage's vast reservoir of first-party data at our disposal, we crafted custom audiences on Google, blending this rich information with strategic keywords and newly discovered audiences generated through Google's AI. This innovative approach allowed us to venture into previously uncharted territories of audience engagement, setting the stage for highly focused and effective marketing campaigns.

Step 3 — Mastering Location-Based Precision:

In our strategic arsenal, location targeting played a pivotal role. A meticulous research process enabled us to identify key areas adjacent to military bases, aligning perfectly with our intention to reach those closely connected to these communities, particularly ex-military personnel. By curating a targeted list of these strategically significant locations, we fine-tuned our VA Loan campaign to directly engage this core audience.

We refined our strategy to focus more broadly on key regions, aiming to connect with our targeted demographics. Tailoring our mortgage lender campaign to these specific areas marked a significant turning point, catapulting our lead generation numbers by an impressive 200%. This strategic shift not only multiplied our leads but also notably enhanced the quality and intent of the prospects, affirming the effectiveness of our location-targeted approach.

Step 4 — Bridging Platforms for Enhanced Awareness:

A key objective for DSLD Mortgage was to amplify brand visibility and consideration among potential customers. Despite initial efforts with top-of-funnel campaigns on Google Ads, including display and PMax, the desired impact wasn't met. In response, we shifted gears, pausing those campaigns to explore new avenues on Meta.

By launching targeted campaigns on Meta, we tapped into a vast audience, effectively engaging and guiding them through the funnel towards Google Ads for deeper interaction and conversion. This strategic cross-platform initiative not only captivated the intended audience but also significantly bolstered the reach and conversion efficacy of our Google Ads campaigns, marking a triumph in our holistic digital marketing strategy.

The Work

Our journey with DSLD Mortgage was characterised by a meticulous blend of strategic foresight, innovative techniques, and relentless optimisation, aiming not just to meet but to surpass the ambitious benchmarks set at the outset of our partnership.

Foundation of Precision: The cornerstone of our strategy was the development of bespoke PPC landing pages. Each page was a masterpiece of targeted content and design, aligned with its corresponding campaign to ensure the highest relevance and conversion potential. This endeavour was underpinned by an exhaustive analysis of competitor tactics and advertisements, enabling us to carve out a unique position for DSLD Mortgage. Our insights revealed untapped opportunities, allowing us to highlight DSLD’s most compelling offers and unique selling propositions in a crowded marketplace.

Data-Driven Audience Engagement: In a digital era where data is king, we leveraged DSLD Mortgage’s extensive first-party data to its fullest potential. By synthesising this data with Google’s AI-driven audience creation capabilities, we embarked on a journey of targeted precision. This approach not only enhanced our reach to high-intent individuals but also marked a departure from traditional strategies, navigating previously uncharted waters of audience engagement with remarkable success.

Strategic Location Targeting: Our approach was further refined through strategic location targeting. Through diligent research, we identified key locales near military bases and affluent urban centres, recognising these as hotbeds of our target demographics. Tailoring our campaigns to these areas, we achieved a dual feat: significantly boosting lead quality and quantity while ensuring our messaging resonated with the most relevant audiences.

Inter-Platform Synergy: Recognising the limitations of our initial top-of-funnel efforts on Google Ads, we pivoted towards Meta, seeking to harness its vast user base for brand awareness and consideration. The launch of Meta campaigns marked a pivotal shift in our strategy, fostering a seamless audience journey from initial engagement on Meta to deeper interactions and conversions via Google Ads. This cross-platform synergy not only expanded our reach but also enriched the quality of interactions, setting a new benchmark for integrated digital marketing efforts.

Continuous Innovation and Optimisation: At the heart of our success was an unwavering commitment to innovation and optimisation. Every step of our campaign was subject to rigorous analysis and refinement, from ad copy creation and landing page design to audience targeting strategies. Our dynamic approach allowed us to respond swiftly to performance data, fine-tuning our tactics to maintain a competitive edge and drive unmatched results for DSLD Mortgage.

In crafting this comprehensive digital strategy for DSLD Mortgage, we not only achieved the lofty goals set before us but also laid a robust foundation for sustained growth and market leadership. Through a combination of strategic innovation, data-driven insights, and cross-platform integration, we propelled DSLD Mortgage to unprecedented heights in digital marketing excellence.

The Results

521: Leads generated by month three — our 12-month goal was to generate 78 leads a month.
7.6%: Conversion rate achieved by month four —our 12-month goal was 3%.
$34: CPA achieved by month four — our 12-month goal was to decrease it by around 40% to a $60 CPA.

Lead Generation Revolution: In just three months, we shattered our 12-month target, generating an astonishing 521 PPC leads against a goal of 78 per month. This achievement wasn’t just a number—it was a testament to our targeted approach, resonating deeply with high-intent audiences and converting them at unprecedented rates.

Conversion Rate Mastery: Our relentless focus on optimisation and audience engagement paid off spectacularly, with conversion rates skyrocketing from a modest 1.4% to an impressive 7.6%. This leap wasn’t just about improving metrics; it was about creating meaningful connections with potential clients, guiding them seamlessly through the conversion funnel.

Cost Efficiency Unlocked: Amidst these remarkable achievements, we also significantly reduced the cost per acquisition (CPA), bringing it down to $34 from the projected $60. This 57% reduction in CPA underscored our strategic ad spending and audience targeting precision, maximising ROI and setting a new standard in cost-effective digital marketing.

Strategic Expansion and ROI: Our strategic decision to increase ad spending from $15k to $35k was vindicated by these results, demonstrating not just the scalability of our approach but its remarkable efficiency. The substantial increase in lead volume, coupled with enhanced lead quality and conversion rates, highlighted our campaign’s ROI, cementing DSLD Mortgage’s position as a leader in the mortgage industry.

Cross-Platform Success: The integration of Meta campaigns into our strategy expanded our reach, engaging a broader audience and funnelling high-quality leads to Google Ads. This cross-platform approach significantly contributed to our overall success, illustrating the power of a cohesive digital marketing strategy that leverages the strengths of each platform.

DSLD

Dana Hendrix, Senior Vice President of Finance

“
Our weekly meetings with Thinkplus are always productive and ensure the entire team is up-to-date. I like how excited they are for our ideas and how exciting their ideas are to us.
”