CASE STUDY
Shift
Industry
B2B – Business Loans
Services
Google Ads Management
Timeframe
First 90 Days
+36%
–61%
+620%
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.
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.
First 90 days vs previous 90-day benchmark
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.
