Police Bank: Driving Home Loan Leads With Meta Advertising
Objective
Police Bank had ambitious goals to increase home loan leads through targeted meta-advertising, with an initial goal set at a substantial yet realistic figure.
The Challenge
As Police Bank hadn’t run a campaign like this before, there were few to no benchmarks for us to base the campaign on. The challenge was to refine and optimise ad performance to reach and exceed the set target while ensuring cost-effectiveness and maintaining alignment with Police Bank's brand values.
Approach
We employed an iterative method of ad testing, focusing on constantly refining creative elements, audience targeting, and messaging. Each testing phase provided insights that informed the next, allowing for precise adjustments. We tested multiple ad formats, copy variations, and creative assets to determine the most effective combinations for engaging Police Bank’s target audience.
Results
Our campaign exceeded expectations, generating double the anticipated leads, with over $100 million in home loan leads over the two-month campaign. By continuously refining the ads based on performance data, we ensured that Police Bank met and surpassed its original goals. The iterative approach allowed for a dynamic response to market conditions, ultimately delivering a highly successful outcome.
Natalia henry - Police bank head of marketing
“Pulp improved our website’s SEO performance and raised the bar for our paid social media campaign activity. Proactive, collaborative and always on the lookout for improvements and optimisation. I recommend speaking with Pulp. Natalia Henry, Head of Marketing, Police Bank, July 2024.”
Conclusion
This campaign highlighted the power of a data-driven, iterative approach to digital advertising. By leveraging ongoing testing and refinement, we achieved remarkable results for Police Bank.
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