Local Generation Strategy & Results:
Heritage Financial Credit Union partnered with our team to generate more qualified loan and banking inquiries through Google Ads. By restructuring the account and implementing conversion-focused optimizations, the campaigns increased conversions by 150% while reducing the cost per conversion by 66%.
After taking over the account in March 2022, our focus was on improving campaign efficiency, increasing lead quality, and maximizing return on ad spend across HFCU’s lending and banking services.
Strategy & Account Optimization
Account Audit
We conducted a comprehensive audit of the existing Google Ads account to identify performance gaps and optimization opportunities.
Keyword Optimization
Campaigns were refined around high-converting keywords related to mortgages, personal loans, auto loans, business banking, and financial services while eliminating underperforming search terms.
Ad Copy Improvements
Ad messaging was rewritten to better align with user search intent, highlighting HFCU’s competitive lending solutions, trusted financial services, and clear calls-to-action.
Landing Page Optimization
Ads were directed to highly relevant landing pages to improve user experience and increase conversion rates across key financial products.
Campaign Execution
Campaigns were restructured using tightly themed ad groups and performance-focused bidding strategies to improve Quality Scores and maximize advertising efficiency.
Comprehensive conversion tracking was implemented across key lead forms, including mortgage applications, personal loan inquiries, and other financial service requests. This enabled ongoing optimization based on real user behavior and campaign performance.
Results
The Google Ads strategy significantly improved lead generation and campaign efficiency for Heritage Financial Credit Union.
Key Outcomes
- 150% increase in conversions
- 66% decrease in cost per conversion
- Improved keyword targeting
- More relevant ad messaging
- Enhanced landing page experience
- Comprehensive conversion tracking across multiple lead forms
Through a strategic Google Ads optimization process, Heritage Financial Credit Union significantly increased qualified loan and banking inquiries while lowering acquisition costs. By refining targeting, improving ad relevance, and implementing advanced conversion tracking, the campaigns created a scalable foundation for long-term lead generation and continued growth.
