Reframing Gold Loans with Video-First Meta Ads
Ramanpreet Chopra
The challenge
Gold loans were often seen as a distress product. People were hesitant to pledge gold, and few knew how close a branch of the lender was or how quick the process could be.
Campaign objectives
Reframe gold loans for aspirational needs as well as emergencies
Build top-of-mind recall during peak borrowing seasons
Highlight branch proximity to build trust
Drive leads with relatable, hyper-local creatives
What we did
Case-driven storytelling: real-life uses such as education, emergencies, business investment and home renovation
Branch proximity messaging: geo-targeted creatives promoting nearby branches
Regional and vernacular adaptation for major markets
Precision targeting: ages 24 to 55 across Facebook and Instagram, using CAP user data
Structural realignment: static and video split into separate campaigns, each with its own budget and evaluation
Video-first scaling: shifted most spend to video once it proved the stronger performance driver
Results
3.38% conversion rate from clicks to qualified leads
0.54% CTR across 17.18M impressions
About 65% of post-split leads came from video
Video delivered about 88% higher lead volume than static, with CPL within about 3% of static
Led as part of the paid media team at ARM Worldwide.
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Posted Oct 3, 2026
Hyper-local, vernacular Meta campaigns for a leading NBFC's gold loans: 3.38% click-to-qualified-lead rate, 0.54% CTR on 17.18M impressions.
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ARM Worldwide
