3x lead volume with a decrease in CPL for mortgage lender Case Study

The Challenge

With aggressive growth goals and a lean internal marketing team, the client needed a partner who could integrate with their existing team to provide strategic guidance as well as drive results to scale efficiently.

WMX has been phenomenal. They continuously check in throughout the month to ensure we are on track with our budgets. They are also phenomenal at sharing when we have opportunities to grow/expand efficiently knowing our lofty goals as a company this year.

The Process

We are particularly proud of tripling the lead volume for their HELOC product while maintaining ad performance efficiency.

On the Meta side, we scaled HELOC completed application volume while significantly improving cost per application efficiency. The key was aggressive creative concepts and variant testing combined with campaign and ad set optimizations.

For Google Ads, HELOC completed applications volume grew even more while remaining within the target CPA. This was achieved through ongoing campaign optimization as well as calculated campaign diversification, like starting with Search, and then adding display and YouTube. There is still plenty of opportunity to continue to efficiently scale these campaigns to match the growth needs of the business.

The Results

Meta Performance Overview: HELOC

Scaled monthly completed app volume 3x in February, working to achieve balance between app volume and CPA efficiency in months since. Down funnel conversion metrics increaded significantly in May.