With a brief to deliver a more cost-effective cost per approved loan, we integrated offline approvals data into Google Analytics and pushed this data through into Google Ads. This not only gave us visibility of the data, but the integration method meant we had the full suite of optimisation tactics available against the new metrics, including automated bidding strategies.

Custom audience targeting and bid modifiers allowed us to filter to relevant audiences more likely to be approved for a loan, which had a further direct impact on the campaign results.