1️⃣ Initial Research & Strategic Planning

Financial services require a trust-first approach. I began with a thorough industry and brand review:

• Niche Targeting: Focused on debt consolidation, credit repair, retirement planning, and financial advising
  
  
• Market Segmentation: Identified segments like young professionals, families, small business owners, and retirees
  
  
• Compliance & Messaging Audit: Ensured ad content met financial advertising guidelines and avoided restricted terms
  
  
• Defined the Funnel Strategy: Prioritized lead qualification over volume to ensure lead value for follow-up
  
  

2️⃣ Audience Targeting Strategy

Used a laser-focused strategy across cold and warm audiences:

• Interest-Based Targeting: Personal finance, credit score improvement, investment apps, debt relief, small business grants
  
  
• Behavioral Targeting: Frequent credit card users, online financial tool users, business page admins
  
  
• Custom Audiences: Website visitors, lead form viewers, CRM uploads, and prior consultation requesters
  
  
• Lookalike Audiences: From converted leads and booked consultations (1%–3%)
  
  
• Exclusions: Filtered existing leads to prevent duplicate lead acquisition
  
  

3️⃣ Campaign Funnel Structure

Built a high-converting full-funnel approach:

• Top of Funnel (TOF): Focused on education — “Are you losing money every month without realizing it?”
  
  
• Middle of Funnel (MOF): Case studies, free consultation offers, testimonials, and reviews
  
  
• Bottom of Funnel (BOF): Retargeted lead viewers and non-submitters with urgency copy and bonus incentives (e.g., “Get a FREE customized financial plan”)
  
  
• Lead Forms Used: Custom questions added to qualify intent and filter cold traffic
  
  

4️⃣ Creatives & Messaging Strategy

Established trust and results in every touchpoint:

• Explainer Videos: Client success stories and breakdowns of financial solutions
  
  
• Ad Copy Themes:
  
  
  • “Struggling with debt? We have a plan.”
    
    
  • “Get expert help with your finances – Free consultation included.”
    
    
• Visuals: Professional advisors, trust symbols (BBB, certified badges), and screenshots of results
  
  
• CTA: “Claim Free Assessment” / “Book Your Financial Check-In”
  
  

5️⃣ Optimization & Data Handling

Rigorous tracking and lead quality analysis:

• Pixel + Conversions API: Fully implemented for accurate cross-device tracking
  
  
• UTM Parameters: Used to track performance by creative, audience, and funnel stage
  
  
• Lead Routing: Connected to CRM via Zapier for instant response and qualification
  
  
• Daily Monitoring: Tweaked headlines, audiences, and form logic based on CPL and lead conversion rate
  
  

✅ Final Results

• Total Spend: $132,000
  
  
• Leads Generated: 34,000
  
  
• Cost Per Lead: $3.85
  
  
• Outcome: Highly qualified, industry-relevant leads at scale — generated thousands of consultations and sales-ready opportunities.