Case study · Finance
Forecasting and continuously reallocating budget: −30% cost per lead.
A leading finance company was generating leads across Google, Bing and Meta, but lacked a reliable way to balance lead volume and acquisition cost across channels. AD cube introduced forecasting and continuous budget optimization to support more informed allocation decisions.
Project overview
Sector
Finance, financial products.
Channels
Google, Bing, Meta.
AD cube capabilities
Forecasting, Strategic Insights, Budget Optimization.
Objective
Balance lead volume against cost per lead across channels.
The decision challenge
Deciding how much budget each channel deserved.
Beyond choosing which channels to prioritize, the company lacked a complete cross-channel view of advertising spend, making it difficult to tell whether budget was being spent efficiently at all. Without a reliable forecast of the trade-off between lead volume and cost, allocation decisions risked underfunding channels that could scale efficiently, or continuing to fund campaigns that were already underperforming.
The method
Planning budget with forecasts, then adjusting it continuously.
AD cube's forecasting tool was used to define a recommended budget for each channel, balancing lead volume against cost per lead during the planning phase. From there, continuous budget optimization dynamically adjusted the budget of each advertising group based on market dynamics, user behavior and competition, while strategic insights provided data-driven recommendations for channel prioritization.
Forecasting
Determined the budget balance between lead volume and cost per lead.
Channel prioritization
Data-based recommendations on where investment should be concentrated.
Budget adjustment
Dynamic reallocation across ad groups based on market dynamics, user behavior and competition.
Results
-30%
Cost per lead
Reduction in the average cost required to generate a lead across the managed channels.
+40%
Operational efficiency
Increase in efficiency, reflected in less time spent on budget management and reporting.
The business impact
Alongside the 30% reduction in cost per lead, the company reduced the time required for budget management and reporting. Forecasting and continuous reallocation created a consolidated view of investment across Google, Bing and Meta, allowing channel decisions to be evaluated within a single cross-channel process rather than managed separately.