Fintech Google Ads: Cut Cost per Conversion by 68%

This project focused on improving Google Ads efficiency for a fintech and payments business.

Reduce cost per conversion while improving the path from ad click to completed conversion.

Google Ads campaign structure and optimisation

Audience and targeting refinement

Creative testing

Landing-page optimisation

Google Analytics and Google Tag Manager tracking

Cost per conversion decreased by 68%.

I treated performance as a full-funnel problem. Campaign targeting, creative, on-page experience, and conversion measurement were reviewed together so optimisation decisions could be based on a clearer view of what was driving results.