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CASE STUDY

Shift

Shift

36% increase in sales qualified leads & 61% decrease in cost per lead in 90 days

36% increase in sales qualified leads & 61% decrease in cost per lead in 90 days

How Market Lead restructured Shift's Google Ads with hypersegmentation to drive 620% conversion growth.

How Market Lead restructured Shift's Google Ads with hypersegmentation to drive 620% conversion growth.

Industry

Industry

B2B – Business Loans

B2B – Business Loans

Services

Services

Advanced Google Ads, Meta Ads, Conversion Rate Optimisation, Enterprise Reporting.

Advanced Google Ads, Meta Ads, Conversion Rate Optimisation, Enterprise Reporting.

Timeframe

Timeframe

First 90 Days

First 90 Days

Increase In Leads

Increase In Leads

+36%

Reduction in CPL

Reduction in CPL

–61%

Conversion Rate Increase

Conversion Rate Increase

+620%

The

Challenge

The

Challenge

The

Challenge

Shift is a business loan provider offering multiple financing products to Australian businesses. Despite running Google Ads internally, they were unable to scale the account and were referred to Market Lead for support.

Shift is a business loan provider offering multiple financing products to Australian businesses. Despite running Google Ads internally, they were unable to scale the account and were referred to Market Lead for support.

The key issues included: account structure limiting granular performance insights, no clear alignment between campaigns and lines of business, inability to identify which keywords drove actual loan approvals, budget allocation not optimized for highest-performing segments, and increasing competition on industry-based terms driving up costs.

The key issues included: account structure limiting granular performance insights, no clear alignment between campaigns and lines of business, inability to identify which keywords drove actual loan approvals, budget allocation not optimized for highest-performing segments, and increasing competition on industry-based terms driving up costs.

Strategy and

Execution

Strategy and

Execution

Strategy and

Execution

Market Lead audited the existing account and identified that the structure wasn’t built for the granularity required to scale effectively. Given the sensitivity of the account’s performance, the team worked closely with Shift’s internal team to align strategy with business objectives.

Account Restructure

Rebuilt the campaign structure to enable effective management, optimization, and reporting aligned with Shift’s business objectives and loan product lines.

Account Restructure

Rebuilt the campaign structure to enable effective management, optimization, and reporting aligned with Shift’s business objectives and loan product lines.

Account Restructure

Rebuilt the campaign structure to enable effective management, optimization, and reporting aligned with Shift’s business objectives and loan product lines.

Hypersegmentation

Created segmented campaigns by niche product lines and keyword intent to maximize impression share, improve budget allocation, and enable precise optimizations.

Hypersegmentation

Created segmented campaigns by niche product lines and keyword intent to maximize impression share, improve budget allocation, and enable precise optimizations.

Hypersegmentation

Created segmented campaigns by niche product lines and keyword intent to maximize impression share, improve budget allocation, and enable precise optimizations.

Advanced Reporting

Developed reporting that analyzed campaign, keyword, and search term performance against actual loan approvals — not just lead volume.

Advanced Reporting

Developed reporting that analyzed campaign, keyword, and search term performance against actual loan approvals — not just lead volume.

Advanced Reporting

Developed reporting that analyzed campaign, keyword, and search term performance against actual loan approvals — not just lead volume.

CPC Optimization

Identified that higher-CPC keywords had significantly better conversion rates. By shifting budget toward these terms, the team reduced cost per lead by 61% despite higher click costs.

CPC Optimization

Identified that higher-CPC keywords had significantly better conversion rates. By shifting budget toward these terms, the team reduced cost per lead by 61% despite higher click costs.

CPC Optimization

Identified that higher-CPC keywords had significantly better conversion rates. By shifting budget toward these terms, the team reduced cost per lead by 61% despite higher click costs.

Results

Results

Results

First 90 days vs previous 90-day benchmark

METRIC

METRIC

METRIC

RESULT

RESULT

RESULT

Lead Volume

Lead Volume

Lead Volume

36% increase

36% increase

36% increase

Cost Per Lead

Cost Per Lead

Cost Per Lead

61% decrease

61% decrease

61% decrease

Conversion Rate

Conversion Rate

Conversion Rate

620% increase

620% increase

620% increase

Key

Takeaways

Key

Takeaways

Key

Takeaways

Smarter structure and strategic budget allocation outperform increased spending — every time.

Higher-CPC keywords with better conversion rates delivered 61% lower CPL despite paying more per click.

Reporting tied to actual loan approvals — not just lead volume — transformed decision-making.

Close collaboration with the client’s internal team ensured strategy aligned with business objectives and risk tolerance.

Case study prepared by Market Lead · 2026

Case study prepared by Market Lead · 2026

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