Digital Marketing
Vantage Capital
Performance Marketing & Lead Generation — Financial Services
4.9× blended ROAS · CPL down 58% · 340 qualified leads in 60 days
- Google Ads
- Meta Ads
- GA4
- CRO
- Email Marketing
- GTM
The Project
Overview
Vantage Capital, a regulated financial advisory firm, had been running Google and Meta campaigns in-house for 18 months with inconsistent results and no reliable attribution model. Their cost per lead had crept to £74, their Google campaigns were broad-matched and bleeding budget, and their landing pages had never been tested. We took full ownership of paid media strategy, rebuilt every campaign from the ground up, and turned a loss-making ad spend into their most productive lead source.
The Challenge
The Problem: Spend With No Strategy
The client was spending £18,000/month across Google and Meta with nothing to show but a rising CPL and a sales team complaining about lead quality. Their campaigns had been set up once and never restructured. Broad match keywords were serving ads to irrelevant audiences. Landing pages were sending traffic to the homepage. There was no conversion tracking, so optimisation decisions were made on gut feeling.
Pain Points Before Engagement
- CPL of £74 — well above the industry benchmark of £35–£45 for financial services
- Google campaigns running broad match with no negative keyword list — 38% wasted impressions
- Zero conversion tracking — campaign decisions based on impression data only
- Landing pages not tested — all traffic sent to the homepage, 91% bounce rate
- Meta campaigns targeting 'all UK adults' — no ICP-based audience definition
The Solution
Rebuilt From the Ground Up
Month one was an audit and rebuild. We paused all campaigns, installed proper GA4 conversion tracking with GTM, rebuilt Google Search campaigns on exact and phrase match with a 400+ negative keyword list, and created three Meta audience segments based on the client's actual best-customer profile. Landing pages were redesigned and A/B tested. By month two, every campaign was optimising on real conversion data.
Google Search Reconstruction
Shut down broad match campaigns, rebuilt with exact and phrase match, organised into tightly-themed ad groups by service line. Quality Score improved from 4.2 to 7.8 average — reducing cost-per-click by 31%.
Meta Audience Strategy
Created three ICP-based audience segments: high-income professionals (35–54), business owners by industry, and retargeting pool of site visitors. Each segment has its own creative and message — no generic 'all adults' targeting.
Conversion Tracking Infrastructure
Full GA4 implementation with GTM: form submissions, phone calls, brochure downloads, and scroll depth all tracked as conversion events. Server-side conversion sends to Google Ads and Meta for accurate attribution.
Landing Page CRO
Built four service-specific landing pages (no homepage traffic), each with a single conversion goal, social proof section, trust badge row, and sticky CTA. A/B tested headline and CTA variants. Bounce rate dropped from 91% to 47%.
Lead Nurture Email Sequence
Leads that didn't book immediately entered a 5-email educational nurture sequence covering common financial planning questions. 22% of nurtured leads converted within 21 days.
Under the Hood
Campaign Architecture
Technology Stack
- Google AdsSearch, Display Retargeting, Performance Max (brand only)
- Meta AdsProspecting (Advantage+ Audience), Retargeting, Lead Gen forms
- TrackingGA4 + GTM, server-side conversion API (Google & Meta)
- Landing PagesNext.js static pages with A/B testing via Vercel Edge Config
- EmailAutomated nurture sequences via client's existing email platform
- ReportingLooker Studio dashboard, weekly performance review
Engineering Highlights
- Server-side conversion tracking recovers ~23% of conversions lost to iOS privacy restrictions
- Negative keyword list grew to 430 terms over 60 days — blocking irrelevant spend continuously
- Quality Score improvement (4.2 → 7.8) reduced CPC by 31% without reducing ad position
- Landing page bounce rate reduced from 91% to 47% via single-goal page design
Measurable Outcomes
The Results
Blended ROAS
4.9×
across Google and Meta combined
Cost Per Lead
−58%
£74 → £31 in 60 days
Qualified Leads
340
in the first 60 days post-rebuild
Google Quality Score
7.8
up from 4.2 — reducing CPC by 31%
Landing Page Bounce
47%
down from 91% — single-goal page design
"We'd been burning £18K a month for over a year. Three months with Nexora and we're getting more leads for less than half the spend."
Head of Growth
Vantage Capital
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