How a Digital-First Financial Services Brand Maximized Lead Generation With Google PMAX

How to Make the Most of Google's Most Automated Campaign Type

THE CHALLENGE

A digital-first financial services provider was looking to scale performance and increase lead generation. However, they were facing diminishing search returns.

In order to scale effectively, they needed to:

  • Expand their media mix without compromising lead quality.

  • Overcome concerns around placement transparency and lead intent.

  • Address scalability challenges while maintaining cost-efficiency.

THE STRATEGY

To meet these challenges, Level Agency implemented Google’s PMAX (Performance Max) campaigns with a clear strategy:

THE WORK & RESULTS

The campaign creative and optimization revolved around the client’s HELOC (Home Equity Line of Credit) offerings:

  • Application form conversions were highlighted to reflect customer readiness.

  • Custom bidding strategies and audience targeting were tailored to amplify the most promising opportunities.

The PMAX campaigns delivered exceptional results:

  • 25% Increase in Conversion Volume and Spend for the HELOC product.

  • 40% Lower Cost Per Conversion compared to traditional search campaigns.

  • Maintained lead quality on par with existing channels, dispelling concerns about scalability risks.