Curadeuda grew commissions tenfold within six months of adopting Equeco
"Equeco was a material partner in building the foundation of a sustainable Google Ads Campaign and achieving rapid, profitable growth."
Javier Ruiz Galindo Gutierrez
Co-founder
"Equeco was a material partner in building the foundation of a sustainable Google Ads Campaign and achieving rapid, profitable growth."
Leveraging Google Ads to acquire qualified leads can prove challenging for B2C advertisers whose sales funnels involve offline steps, the intervention of inside sales and high latency from lead to closing.
Curadeuda, a fintech that helps thousands of Mexican consumers settle their debts and get back to the financial system, contracted Equeco to address this issue and scale their lead acquisition through Google Ads and other PPC channels.
Equeco utilizes Curadeuda’s landing pages to discover keywords and create smart ads that are highly relevant to their audience. As the channel grows, Equeco proprietary technology leverages campaign data to broaden the targeted audience and improve the ads.
This is Equeco’s flywheel effect : as the campaign grows, more data feeds Equeco to improve audiences and ads and thus the campaigns further grow etc.
Then, we helped Curadeuda define its business goal. They wanted to optimize their Google Ads campaign to generate qualified leads to increase revenue while minimizing the cost of qualifying leads. We also agreed on the desired ROAs that we should target.
Both decisions helped define which conversions to track in Google Ads and what bidding strategy to use. Now comes the challenge of feeding Google Ads with accurate data.
The second step was to feed Google ads with lead conversion data low enough in the sales funnel to ensure they are likely to convert into paying customers. The goal was to incentivize Google to focus on qualified traffic and avoid poor-quality leads that are expensive to qualify.
To achieve that, we helped Curadeuda pair Google Ads with their CRM Salesforce and thoroughly tested that the conversion data in both platforms matched. This brought us in a good position to our next step : train Google Smart Bidding to get us the conversions we want profitably.
At this point, we are optimizing for conversion events upper in the funnel such as leads to maximize the volume of data we get, while already collecting conversion data for qualified leads and sales that accounts for smaller volume and has higher latency.
As Google Smart Bidding learns about our conversion data, we now can focus on conversions lower in the funnel and actual sales and optimize our Return On Ads Spend to achieve profitability and later on, the desired margin. We are now ready to scale our campaigns.
Given the high latency of fintechs like Curadeuda from lead acquisition to closing, we were careful to raise the budget gradually, assessing the results on a bi-weekly basis.
As our confidence grew, we gradually increased the budgets while carefully monitoring the returns.
The combination of a well-thought process, superior marketing technology and a fluid collaboration between Equeco and Curadeuda produced outstanding results. Within six months, the channel grew ten-fold while driving considerable profit to CuraDeuda.
As we keep scaling the Google Ads channel, Equeco supports other PPC channels like Microsoft and Meta Ads that will be delivering the diversification and growth of tomorrow.
