A personal loan provider achieved 800+ qualified monthly enquiries at 42% lower cost-per-lead through a restructured Google Ads strategy with Performance Max, call tracking, and CRM lead quality scoring.
InvestRight Lending is a NBFC-registered personal lending platform based in Ahmedabad. They were running Google Ads in-house with a $5K/month budget, generating 200–250 leads/month at a CPL of $19 — most of which were unqualified. We rebuilt their entire Google Ads account: restructured campaign architecture, implemented call tracking, integrated with LeadSquared to feed back lead quality data, and launched Performance Max campaigns with SEBI-compliant ad copy. Within 10 months, they were generating 800+ qualified enquiries/month at $10 CPL — a 50% CPL reduction.
All keywords in one broad match campaign with no negative keywords, no audience segmentation, and no separation between brand, non-brand, and competitor terms — burning budget on irrelevant clicks.
Previous ad copy contained rate claims and guaranteed approval language that violated Google's Financial Services Advertiser policies — causing ad disapprovals and account warnings.
60% of loan enquiries came via phone calls, but there was no call tracking in place — meaning the team had no data on which campaigns and keywords were driving phone conversions.
Google's algorithm optimised for form submissions — but many of these were low-quality leads (wrong credit profiles, unrealistic loan amounts). No lead quality data was feeding back to inform bidding.
Critical high-intent queries like "instant personal loan Ahmedabad" and "low interest loan India" were not being captured, while low-intent informational queries were consuming budget.
Disbursed loans — the actual business outcome — were not being tracked back to the Google Ads campaigns that generated the lead, making ROI measurement impossible.
Rebuilt the account into 5 distinct campaigns: Brand Defence, Non-Brand Exact, Non-Brand BMM, Competitor Conquest, and Performance Max — each with dedicated budgets, bids, and negative keyword lists.
Created a compliance-cleared ad copy library with proper rate range disclosures ("Interest rates from 10.5% p.a."), eligibility disclaimers, and NBFC registration references — eliminating all policy violations.
Set up Google forwarding numbers on the landing page and in call extensions, tracking phone calls as conversions with 60-second duration threshold — immediately attributing 60% of leads previously invisible.
Integrated LeadSquared lead disposition data back into Google Ads as offline conversions — uploading "qualified" and "disbursed" outcomes so Smart Bidding could optimise towards loan disbursal, not just form fills.
Launched Performance Max campaigns with first-party audience signals, custom asset groups for different loan types (personal, business, home), and optimised landing pages per product.
Applied +35% bid adjustments for ZIP codes with highest historical loan approval rates, and demographic layering targeting age 25–45, HHI 5L+ — dramatically improving lead qualification rates.
Every project follows a structured delivery framework ensuring quality, transparency, and measurable outcomes at every phase.
Weeks 1–2: comprehensive account audit, keyword research, competitor analysis, and new campaign architecture design.
Week 2: all ad copy reviewed against Google Financial Services policy and SEBI guidelines. Compliance-cleared copy library created.
Week 2–3: Google forwarding numbers, call duration thresholds, and integration with LeadSquared call logs.
Weeks 3–4: new account structure live, initial budget allocation, and first 2-week data collection before optimisation.
Weeks 4–6: offline conversion upload setup, lead quality scoring automation, and Smart Bidding transition to tROAS optimising towards qualified leads.
Month 2: PMax campaigns with audience signals, creative testing (15 headlines, 5 descriptions, 10 images), and asset group performance review.
Monthly: search term report review, negative keyword expansion, bid adjustment refinement, ad copy A/B tests, and lead quality reporting to client.
We had tried Google Ads twice before and wasted money both times. Digivance finally made it work — the call tracking alone revealed that half our best leads were coming from phone calls we had never attributed to ads before. The lead quality scoring feeding back to Google was the insight that changed everything for our disbursal rate.
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