CASE STUDY
Melbourne Finance & Equity Group
Melbourne Finance & Equity Group
Nearly 4× the leads, at a quarter of the cost.
Nearly 4× the leads, at a quarter of the cost.
How Market Lead rebuilt Melbourne Finance & Equity Group's Google Ads lead engine, taking cost per enquiry from over $200 down to around $50, quadrupling monthly leads, then holding it steady across two years and more than 860 finance enquiries.
How Market Lead rebuilt Melbourne Finance & Equity Group's Google Ads lead engine, taking cost per enquiry from over $200 down to around $50, quadrupling monthly leads, then holding it steady across two years and more than 860 finance enquiries.
Industry
Industry
Commercial & Property Finance · Non-Bank Lending
Commercial & Property Finance · Non-Bank Lending
Services
Services
Google Ads, Meta Ads, & Lead Generation
Google Ads, Meta Ads, & Lead Generation
Markets
Markets
Melbourne & Australia
Melbourne & Australia
The Challenge
Challenge
The Challenge
Challenge
The Challenge
Challenge
A trusted lender with an unreliable pipeline
Melbourne Finance & Equity Group is an established commercial and property finance group, the kind of considered, high-value service where one enquiry can be worth a great deal.
Referrals were strong, but the paid channel was not pulling its weight. In early 2024, Google Ads was producing only a handful of enquiries a month at more than $200 each, with clicks costing around $11 and a lot of budget going to searches that were never going to convert. It was a trickle, not a pipeline.
Melbourne Finance & Equity Group is an established commercial and property finance group, the kind of considered, high-value service where one enquiry can be worth a great deal.
Referrals were strong, but the paid channel was not pulling its weight. In early 2024, Google Ads was producing only a handful of enquiries a month at more than $200 each, with clicks costing around $11 and a lot of budget going to searches that were never going to convert. It was a trickle, not a pipeline.
Our Approach
Approach
Our Approach
Approach
Our Approach
Approach
Fix the traffic quality first, then capture the leads that were being missed.
The goal was more qualified finance enquiries at a cost that could actually scale, not just more clicks. Market Lead rebuilt the account around high-intent search, cut the wasted spend that was inflating the cost per click, and put proper call tracking in place so the phone enquiries this business runs on were finally measured. With cleaner traffic and complete conversion data, budget could follow the searches that produced real enquiries.
The goal was more qualified finance enquiries at a cost that could actually scale, not just more clicks. Market Lead rebuilt the account around high-intent search, cut the wasted spend that was inflating the cost per click, and put proper call tracking in place so the phone enquiries this business runs on were finally measured. With cleaner traffic and complete conversion data, budget could follow the searches that produced real enquiries.
The Key Insight
In finance lead generation, the fix is rarely more budget. Cheaper, higher-intent clicks plus real call tracking turned a $200 enquiry into a $50 one, without spending a dollar more.
The Key Insight
In finance lead generation, the fix is rarely more budget. Cheaper, higher-intent clicks plus real call tracking turned a $200 enquiry into a $50 one, without spending a dollar more.
Execution
Execution
Execution
Execution
Execution
Execution
Four Pillars That Transformed the Pipeline
Google Ads Restructure
• Rebuilt search campaigns around high-intent finance terms
• Cut wasted spend and irrelevant search traffic
• Cost per click reduced from about $11 to $4 to $5
• Reach and impressions grown within a flat budget
Google Ads Restructure
• Rebuilt search campaigns around high-intent finance terms
• Cut wasted spend and irrelevant search traffic
• Cost per click reduced from about $11 to $4 to $5
• Reach and impressions grown within a flat budget
Conversion & Call Tracking
• Master product feed optimised across the full pergola range
• Feed-only vs asset PMax split to control spend allocation
• Priority sizes and colours given dedicated structure
Conversion & Call Tracking
• Master product feed optimised across the full pergola range
• Feed-only vs asset PMax split to control spend allocation
• Priority sizes and colours given dedicated structure
Landing & Offer
• Pages aligned to each finance enquiry intent
• Clear calls to action for both call and form leads
• Messaging matched to a considered, high-value service
Landing & Offer
• Pages aligned to each finance enquiry intent
• Clear calls to action for both call and form leads
• Messaging matched to a considered, high-value service
Reporting & Partnership
• Live dashboard tracking spend, leads and cost per lead
• Monthly catch-ups keeping strategy on the numbers
• A retained partnership sustained across 2024 and 2025
Reporting & Partnership
• Live dashboard tracking spend, leads and cost per lead
• Monthly catch-ups keeping strategy on the numbers
• A retained partnership sustained across 2024 and 2025
The Outcome
Outcome
The Outcome
Outcome
The Outcome
Outcome
Once the traffic was cleaned up and every call was counted, the channel changed shape. Through 2024, monthly enquiries climbed from roughly 15 to more than 60, while cost per lead fell from over $200 to around $50, all on slightly less spend than before. Just as important, it held: Google Ads delivered 410 enquiries in 2024 and 450 in 2025, more than 860 finance leads over two years, turning a stop-start channel into a dependable source of new business.
Once the traffic was cleaned up and every call was counted, the channel changed shape. Through 2024, monthly enquiries climbed from roughly 15 to more than 60, while cost per lead fell from over $200 to around $50, all on slightly less spend than before. Just as important, it held: Google Ads delivered 410 enquiries in 2024 and 450 in 2025, more than 860 finance leads over two years, turning a stop-start channel into a dependable source of new business.
Ready to build a real lead pipeline?
Market Lead helped Melbourne Finance & Equity Group turn Google Ads into a dependable source of finance enquiries, and kept it performing for years. Book a call to see what's possible for your business.
© 2026 Market Lead Pty Ltd. All rights reserved.