Success stories

Goal:

Valley Strong Credit Union was executing an ambitious strategy to expand its footprint beyond Kern County, moving northward across California's Central Valley and the Bay Area. To fuel this growth, they needed a robust digital marketing strategy to drive new member acquisition for checking and savings accounts, and to activate existing members with key loan and savings products like auto loans and Certificates of Deposit. Their goal was to convert online interest into tangible new relationships and deeper engagement from their current member base.

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Our Strategy:

The approach for Valley Strong Credit Union centered on a sophisticated digital advertising campaign across Google Ads and Meta Ads. A key differentiator of this strategy, developed during my tenure at a previous agency, was pioneering a unique process for attributing new members and activated members directly to our digital ad campaigns.

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This innovative attribution model allowed for meticulous tracking from ad click to account opening or loan activation. By synthesizing previously siloed data – combining advertising performance with actual financial product uptake – we gained unprecedented clarity. This data-driven insight empowered us to make precise, data-backed account optimizations that dramatically boosted campaign efficiency. Our focus on maximizing the lifetime value (LTV) of newly acquired accounts against the cost of acquisition (CAC) led to exceptional returns.

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The Impact:

Our strategic digital ad campaigns delivered significant results, directly supporting Valley Strong Credit Union's ambitious expansion and member engagement goals. Through the unique attribution methodology we implemented, we were able to demonstrate a remarkable return on advertising spend (ROAS) for their new and activated accounts, reaching as high as 1,400% in monthly returns.

This substantial ROAS validated the effectiveness of our targeted campaigns, proving that our digital marketing efforts were not just generating clicks, but directly driving the client's core objectives: converting users into valuable new members and activating current members to engage with key products. The ability to link ad spend directly to new accounts and product activations provided Valley Strong Credit Union with a clear understanding of their marketing investment's efficiency, significantly contributing to their strategic growth.

The Client:

The Ad Council, a renowned non-profit organization, relied heavily on Google Ad Grants to disseminate vital public service messages and drive engagement. Their primary goal was to maximize the return on Google’s donated media, ensuring their campaigns reached the widest possible audience. Success hinged on increasing user interaction with their websites—measured by a significant growth in daily visits—all while operating within a fixed, donated media budget. The objective was to amplify their brand and expand critical messaging effectively and efficiently.

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Our Strategy:

As a dedicated Google Ad Grant Consultant for the Ad Council, my strategy focused on meticulous management and optimization of their extensive portfolio. I directly managed 20+ Google Ad Grant accounts, approaching each with a commitment to maximizing performance within the unique constraints of donated media. This involved rigorous leveraging of data analytics and insights to identify optimization opportunities.

My approach included:

• Proactive account management to ensure continuous alignment with Ad Council's diverse campaign objectives.

• Strategic bid and keyword adjustments to improve visibility and click-through rates.

• Refining ad copy and landing page experiences to enhance user engagement.

• Implementing data-driven optimizations that ensured every dollar of donated media generated maximum impact.

By consistently analyzing performance data, I delivered solutions that directly boosted efficiency and effectiveness across all managed campaigns.

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The Impact:

Our strategic management yielded significant and measurable results, directly addressing their goals of maximizing reach and engagement. By optimizing over $5 million in donated media, we ensured robust and effective campaign performance.

The key metrics of success were substantial:

• We achieved a remarkable 355% increase in return on investment (ROI), demonstrating the profound efficiency gained from our optimizations.

• Critically, we generated over 10,000 daily visits to the Ad Council's various websites, a direct reflection of expanded brand visibility and messaging reach.

These outcomes confirm that our efforts not only maximized the utility of their valuable donated media but also significantly amplified the Ad Council's brand presence and expanded the reach of their vital public service messages to a broader audience, all within their existing budget.

The Client:

Valley First Credit Union (VFCU) serves communities across California's Central Valley with a network of physical locations. VFCU’s goals included growing existing member base while also activating members to sign up for loan and investment products.

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Our Strategy:

Our approach for Valley First Credit Union involved developing a comprehensive cross-promotional digital campaign utilizing paid media, meticulously designed to engage audiences across the entire marketing funnel. This multi-faceted strategy ensured that VFCU's messaging resonated with users at every stage of their banking consideration journey.

The strategy encompassed:

• Top of Funnel (Awareness): We leveraged Google Ads (Google Display and YouTube) and Meta Ads to build broad awareness among a hyper-targeted audience using compelling video content.

• Middle of Funnel (Consideration/Education): A dedicated campaign on Meta Ads was launched to educate the target audience about VFCU's diverse range of loan and account products, fostering deeper consideration.

• Bottom of Funnel (Conversion): We implemented a highly targeted Google Search Ad campaign to capture audiences actively moving from consideration to the decision phase of choosing a bank or credit union.

Crucially, integrated messaging was woven throughout all these phases, ensuring a consistent and compelling narrative that guided users seamlessly through the sales funnel.

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The Impact:

Our integrated, cross-funnel digital campaign yielded significant results for Valley First Credit Union, directly addressing their challenges in a competitive landscape and driving their key growth objectives. The strategic application of paid media at every stage of the funnel proved highly effective.

Key outcomes included:

• An impressive 18% reduction in the cost to acquire a new member (CAC), demonstrating enhanced efficiency and a more profitable growth trajectory.

• A notable increase in the average Lifetime Value (LTV) of each member, indicating that the new members acquired were not only more cost-effective but also more engaged and valuable over time.