Case study · Finance
Connecting advertising to contracts and revenue to increase ROI by 23%.
A leading finance company was generating leads for its financial products across Google, Bing and Meta, but many of those leads did not translate into actual business. AD cube connected campaign performance to contracts and revenue, allowing optimization to focus on the outcomes that directly affected ROI.
Project overview
Sector
Finance, financial products.
Channels
Google, Bing, Meta (Facebook and Instagram).
AD cube capabilities
Internal data integration and KPI-based AI training.
Objective
Reduce the cost of acquiring actual contracts.
The decision challenge
Choosing which metric should actually guide optimization.
The finance company generated leads for its financial products across Google, Bing and Meta, but a meaningful share of these leads did not progress into actual contracts, holding ROAS below expectations. Campaign optimization was guided by clicks and conversions, which gave no way of distinguishing leads likely to convert into actual contracts from those that were not.
The method
Linking campaigns to contracts and revenue, not clicks.
AD cube integrated the company's internal data so that each lead could be linked to the contracts and revenue it generated, and then traced back to the campaign and channel that produced it. This allowed the AI to optimize activity across Google, Bing and Meta against business outcomes rather than proxy metrics such as clicks and conversions.
Data connection
Lead → contract → revenue → campaign.
Optimization signal
Cost per contract and generated revenue.
Results
+23%
ROI increase
Accompanied by a lower cost per contract.
The business impact
Connecting campaign data to contracts and revenue gave the company a consistent way to evaluate performance across Google, Bing and Meta. Budget decisions could therefore be based on the economic value generated by each channel, rather than on platform-specific metrics that did not show whether a lead became a paying customer. The lower cost per contract translated this change in measurement into a 23% increase in ROI.