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Financing Case Study: Better Lead Quality at Greater Scale
Account experience · Financial services
A small-business financing account needed better-qualified demand before it could scale. This anonymized example describes work completed by Igor Adaktuiev in a previous role, before Exposure Paid Media.
Context Small-business financing
Role Work completed in a previous position
Period Approximately five to six months
The starting point
The account was generating leads at a reported CPA of approximately $75, but around 65% of those leads were disqualified. Increasing spend without addressing qualification would have increased the number of unusable inquiries.
The account changes
- Rebuilt paid search around financing searches with stronger commercial intent.
- Reduced poorly matched queries and expanded negative keyword coverage.
- Segmented campaigns around borrower intent.
- Shifted optimization attention from raw lead volume to qualification.
- Reallocated budget toward areas producing stronger lead quality.
Reported account outcomes
| Measure | Starting point | Later figure |
|---|---|---|
| Reported CPA | $75 | $15 |
| Disqualified lead rate | 65% | 25% |
| Monthly ad spend | $40,000 | $300,000 |
Why the change mattered
The improvement was not only a lower reported acquisition cost. A smaller proportion of leads was being disqualified while the account supported more spend. Reviewing qualification alongside cost gave the optimization work a closer connection to the business.
How to interpret this example
The figures and approximate five-to-six-month duration are based on Igor’s account of his work in that role. Exact calendar dates and the original reporting extracts are not published here. CPA is the account’s reported acquisition metric and is not presented as a verified cost per funded customer. The example does not isolate the contribution of each change or promise similar results for another business.
Related services
Explore Google Ads management, a paid search audit, or conversion tracking and lead-quality measurement.
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