Multi-Platform Personal Loan Campaigns: 29% Lower Cost per Lead
Ramanpreet Chopra
The challenge
India's personal loan market grew 14.4% in 2024 (RBI data), bringing heavy competition in a narrow niche. A leading Indian NBFC needed to scale acquisition and lower cost per lead without compromising lead quality.
Campaign goals
Build awareness at scale with a broad, relevant audience
Educate consumers about the brand's personal loan offerings
Nurture leads through the decision process with personalised messaging
What we did
Multi-platform mix: Google, Bing and Meta, each with a distinct role in the funnel
Google Search: brand and high-intent generic keywords; ad copy in English and Hinglish; sitelink, callout and image extensions; Tier 1 cities plus growth PIN codes with regularly refreshed custom audiences
Meta: vernacular creatives, lookalike audiences and refreshed audience lists, and localised content to lift CTR
Bing: new inventory for better budget efficiency, search-behaviour targeting and segmented, personalised ads
Continuous optimisation based on platform and audience data
Results
29% lower cost per lead
Conversion rate up from 1.29% to 2.50%
More quality leads and more valuable conversions
A smoother user journey with higher engagement
Led as part of the paid media team at ARM Worldwide.
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Posted Oct 3, 2026
Google, Bing and Meta campaigns for a leading NBFC's personal loans: 29% lower cost per lead and conversion rate up from 1.29% to 2.50%.
