Analyse
We analysed deal value distribution by channel, campaign, and audience. Paid Search was capturing intent broadly without differentiating by business scale or loan amount.
Optimise
We restructured Paid Search around commercial intent signals associated with higher borrowing requirements. Rebuilt audience strategy around business owner profiles with higher commercial turnover. Introduced tiered bidding that prioritised high-value application signals.
Analyse
As the strategy calibrated toward higher-value segments, application quality improved. The mix of deals shifted toward larger values. Revenue per application increased while total volume became more commercially productive.
Data
