Funding Options
Discover how Climb Online worked with business finance platform, Funding Options, to drive a new opportunity for lead generation.
The Brand
Born in 2011, Funding Options was created with the goal of transforming the business finance market. They help business owners make informed financial choices and access instant funding options, so they can trade, plan and grow with confidence. Since its inception, they’ve helped more than 11,000 businesses get the finance they need, quickly and easily.
The Brief
Since the start of the business, Funding Options have had an active presence across multiple marketing channels to drive their lead generation, utilising Google Ads, SEO, LinkedIn and many more to their advantage.
The Climb Online team reached out to Funding Options to showcase an opportunity for diversifying some of their marketing budget into establishing a brand-new lead generation channel that they were yet to tap into, Microsoft Bing Ads. Given their target market, the Bing search engine was a natural choice for attracting the right audience whilst competing against much lower competition.
During our initial onboarding session, Funding Options explained their goals and KPIs with Bing Ads to determine its success as a new marketing channel for driving leads. They outlined their objectives as follows: to increase the number of monthly leads, to increase the percentage of High Quality leads to 40% of total lead volume, and to drive reduced CPLs.
With this in mind, we created a strategy that would replicate similar campaigns from their Google Ads account, targeting the same keyword set which was already working effectively on Google. This gave us a basis for comparing the two search engines in terms of results.
The Results
We were not only able to achieve Funding Options’ initial objectives for the campaign, but also exceed them, with key results as follows:
High Quality Leads vs. Total Leads
over achievement on target for high quality leads
CPC reduction, Bing vs. Google for the same campaigns
Lower CPL compared to target
Client Feedback
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