BTB Bank: we increased ad effectiveness by +70%
We set up tracking tailored to the bank's specifics and rebuilt communication around the customer journey. The result — a 70% increase in effectiveness and ≈$0.5 per lead.
Get a consultationA bank has no «purchase» — yet tracking was set up as if for a store
BTB Bank already had advertising experience, but kept running into two issues: there was no correct tracking, and the returns fell short. For a bank this is especially sensitive — it is not an online store with a simple «add to cart → buy» transaction. A bank has no «purchase» in the usual sense; the customer journey is longer and more complex, and standard conversion settings simply did not reflect reality.
Without this, it was impossible to understand how online advertising works for the bank's objectives at all.
Understand how advertising serves the bank's goals
Understand how online advertising can address the bank's objectives, set up correct tracking tailored to these specifics, and improve campaign effectiveness.
What we did and why
First — conversions built for a bank, not «like in e-commerce»
We set up Facebook Pixel with custom conversions tailored to the bank's specifics. Why not the standard ones: a bank is not an online store, it has no ordinary «bought a product» transaction. So we built unique conversion configurations for banking services rather than for template purchases. Without this, any effectiveness figures would have been detached from the bank's real objectives.
Communication that «talks» with the customer
The advertising did not broadcast the same thing to everyone — each message was built around the customer type and the stage of their journey. A banking customer has different needs at different decision stages: one is just looking around, another is already choosing between offers. Each stage gets its own message, so the advertising moves the customer forward rather than repeating the same thing into a void.
Segmentation with sequential exclusions
Bank customers often use several products at once — and campaigns risked overlapping with one another, competing for the same person and lowering overall effectiveness. To prevent this, we applied sequential audience exclusions: a person already reached by one campaign was carefully removed from overlapping ones. This way the budget did not work against itself.
Optimisation for the customer journey stage
We applied different approaches for different stages — in some places campaigns optimised for messages worked more logically, in others campaigns optimised for leads. We chose the optimisation type based on where the customer stood in their decision, rather than applying a single template to everything.
Project figures
A bank is not e-commerce, and standard tracking with template «purchases» does not work here. The effectiveness came not from «prettier advertising», but from conversions built around the specifics of banking services.
Want the same — tracking tailored to your specifics and a rise in effectiveness?
We will set up tracking around your customer's real journey and rebuild communication around the decision stages. Leave your name and number — we will review your funnel for free.