CASE STUDY
Tiimely (formerly Tic:Toc Home Loans)
Tiimely (formerly Tic:Toc Home Loans)
20% Lower Cost Per Lead, 30% More Leads in 2 Months, and a 90% Conversion Rate Lift on a Broken Funnel Segment for Tiimely, While Scaling a Seven-Figure Google Ads Budget Through a National Rebrand
20% Lower Cost Per Lead, 30% More Leads in 2 Months, and a 90% Conversion Rate Lift on a Broken Funnel Segment for Tiimely, While Scaling a Seven-Figure Google Ads Budget Through a National Rebrand
How Market Lead took over a six-figure-per-month Google Ads account for Tiimely (the digital home loan brand rebrand of Tic:Toc Home Loans), rebuilt the structure from the ground up, cleaned out wasted spend on irrelevant search terms, lifted Quality Score account-wide, navigated the brand migration without losing traction, identified and removed a 90% drop-off point in the lead-to-loan-submission journey (lifting that segment's conversion rate by 90%), and stood up business-level enterprise reporting that matches Google Ads data to offline sales for the leadership team.
How Market Lead took over a six-figure-per-month Google Ads account for Tiimely (the digital home loan brand rebrand of Tic:Toc Home Loans), rebuilt the structure from the ground up, cleaned out wasted spend on irrelevant search terms, lifted Quality Score account-wide, navigated the brand migration without losing traction, identified and removed a 90% drop-off point in the lead-to-loan-submission journey (lifting that segment's conversion rate by 90%), and stood up business-level enterprise reporting that matches Google Ads data to offline sales for the leadership team.
Industry
Industry
Finance, Home Loans and Mortgage Origination
Finance, Home Loans and Mortgage Origination
Services
Services
Google Ads Management, Strategic Consulting, Conversion Rate Optimisation, Enterprise Reporting (Google Ads to Offline Sales Matching)
Google Ads Management, Strategic Consulting, Conversion Rate Optimisation, Enterprise Reporting (Google Ads to Offline Sales Matching)
Time Frame
Time Frame
Ongoing engagement, with the 20% CPL drop and 30% lead lift delivered inside the first 2 months
Ongoing engagement, with the 20% CPL drop and 30% lead lift delivered inside the first 2 months
Lower Cost Per Lead
Lower Cost Per Lead
20%
More Total Leads
More Total Leads
30%
Conversion Rate Improvement
Conversion Rate Improvement
90%
The Challenge
Challenge
The Challenge
Challenge
The Challenge
Challenge
A Six-Figure-Per-Month Google Ads Account with Significant Wasted Spend, a National Rebrand Ahead, and a Hidden 90% Drop-Off in the Funnel
Tiimely (originally launched as Tic:Toc Home Loans) is a high-growth Australian digital home loan brand. The business writes loans at scale through its Tiimely Own self-serve product and via a panel of 30+ lenders through its broker arm, serving first home buyers, refinancers, and property investors across the country. Paid search is the primary acquisition channel, with millions of dollars per year flowing through Google Ads.
Tiimely (originally launched as Tic:Toc Home Loans) is a high-growth Australian digital home loan brand. The business writes loans at scale through its Tiimely Own self-serve product and via a panel of 30+ lenders through its broker arm, serving first home buyers, refinancers, and property investors across the country. Paid search is the primary acquisition channel, with millions of dollars per year flowing through Google Ads.
The brand already had national awareness, a working digital application flow, and a meaningful share of high-intent home loan search traffic. The funnel was live and converting, and the business was confident enough in the channel to keep ad budgets in the six-figures-per-month range.
The brand already had national awareness, a working digital application flow, and a meaningful share of high-intent home loan search traffic. The funnel was live and converting, and the business was confident enough in the channel to keep ad budgets in the six-figures-per-month range.
When Market Lead took over the account, the Google Ads structure was carrying a high level of wasted spend. Keyword selections were pulling in significant volumes of irrelevant search traffic, Quality Scores were lower than the account deserved, and the structure had not been built to keep up with the scale of the budget. The business was also preparing for a full rebrand from Tic:Toc Home Loans to Tiimely, a high-risk moment for any paid search account where brand equity can leak if migration is handled poorly. Underneath all of that, the lead-to-loan-submission journey had a hidden 90% drop-off point in one segment, invisible at the platform level and therefore unaddressed. Reporting was also a pain point: leadership was not getting reporting they could confidently take into stakeholder conversations to explain what was working, what was not, and why.
When Market Lead took over the account, the Google Ads structure was carrying a high level of wasted spend. Keyword selections were pulling in significant volumes of irrelevant search traffic, Quality Scores were lower than the account deserved, and the structure had not been built to keep up with the scale of the budget. The business was also preparing for a full rebrand from Tic:Toc Home Loans to Tiimely, a high-risk moment for any paid search account where brand equity can leak if migration is handled poorly. Underneath all of that, the lead-to-loan-submission journey had a hidden 90% drop-off point in one segment, invisible at the platform level and therefore unaddressed. Reporting was also a pain point: leadership was not getting reporting they could confidently take into stakeholder conversations to explain what was working, what was not, and why.
Six-figure monthly Google Ads spend, high share of irrelevant search traffic from loose keyword selections, suppressed Quality Scores driving up CPCs and CPAs, a 90% drop-off in one segment of the lead-to-loan-submission journey, no business-level reporting layer connecting ad spend to offline sales outcomes
Six-figure monthly Google Ads spend, high share of irrelevant search traffic from loose keyword selections, suppressed Quality Scores driving up CPCs and CPAs, a 90% drop-off in one segment of the lead-to-loan-submission journey, no business-level reporting layer connecting ad spend to offline sales outcomes
Our Approach
Approach
Our Approach
Approach
Our Approach
Approach
Restructure for Intent, Lift Quality Score, Fix the Funnel Where It Was Bleeding, Protect the Rebrand, and Report in P&L Language
At seven-figure spend in finance, the win is not more clicks. It is higher intent per dollar, defended Quality Score, a funnel that does not bleed users in the wrong places, and reporting the executive team can actually act on.
The strategy ran on five parallel tracks. First, the account was fully restructured from the ground up to align with how home loan buyers actually search, with high-intent keyword sets isolated from broader and noisier queries. Second, search terms and keyword selections were cleaned out aggressively so that budget stopped flowing to traffic that was never going to convert.
Third, Quality Score was lifted across the account by tightening ad group themes, sharpening ad copy to query intent, and pointing each cluster to the right landing experience, which then unlocked lower CPCs and lower cost per conversion. Fourth, conversion rate optimisation work was layered on top, using Google Analytics and third-party analytics tools to map the lead-to-loan-submission journey across both paid and organic traffic, surface the exact step where users were dropping off (a 90% drop-off in one segment), and rebuild that step.
Fifth, an enterprise reporting layer was built that matches Google Ads data back to offline sales, giving the leadership team business-level visibility instead of platform-only metrics. All of this was executed while protecting brand equity through the Tic:Toc to Tiimely rebrand, with the migration handled deliberately on the paid search side to preserve CTR, Quality Score, and conversion volume.
At seven-figure spend in finance, the win is not more clicks. It is higher intent per dollar, defended Quality Score, a funnel that does not bleed users in the wrong places, and reporting the executive team can actually act on.
The strategy ran on five parallel tracks. First, the account was fully restructured from the ground up to align with how home loan buyers actually search, with high-intent keyword sets isolated from broader and noisier queries. Second, search terms and keyword selections were cleaned out aggressively so that budget stopped flowing to traffic that was never going to convert.
Third, Quality Score was lifted across the account by tightening ad group themes, sharpening ad copy to query intent, and pointing each cluster to the right landing experience, which then unlocked lower CPCs and lower cost per conversion. Fourth, conversion rate optimisation work was layered on top, using Google Analytics and third-party analytics tools to map the lead-to-loan-submission journey across both paid and organic traffic, surface the exact step where users were dropping off (a 90% drop-off in one segment), and rebuild that step.
Fifth, an enterprise reporting layer was built that matches Google Ads data back to offline sales, giving the leadership team business-level visibility instead of platform-only metrics. All of this was executed while protecting brand equity through the Tic:Toc to Tiimely rebrand, with the migration handled deliberately on the paid search side to preserve CTR, Quality Score, and conversion volume.
The Key Insight
In high-volume finance accounts, the biggest wins are usually not where the platform tells you to look. Irrelevant search terms are the silent tax on spend. Quality Score suppression is the silent tax on CPCs. And a single broken step in the lead-to-loan-submission journey can be the silent tax on every dollar that gets that far. Fix all three at once and the same spend does dramatically more work.
The Key Insight
In high-volume finance accounts, the biggest wins are usually not where the platform tells you to look. Irrelevant search terms are the silent tax on spend. Quality Score suppression is the silent tax on CPCs. And a single broken step in the lead-to-loan-submission journey can be the silent tax on every dollar that gets that far. Fix all three at once and the same spend does dramatically more work.
Execution
Execution
Execution
Execution
Execution
Execution
Four Pillars That Transformed the Pipeline
Full Account Restructure and Search Term Cleanup
• Complete account restructure built around first home buyer, refinance, investment, and brand-aware search intent.
• Aggressive negative keyword lists excluding information seekers, off-product searches, and irrelevant geographies.
• Keyword selections refined to high-intent commercial terms, removing loose match types leaking budget.
• Result: higher CTR per dollar, fewer wasted impressions, and a cleaner optimisation signal.
Full Account Restructure and Search Term Cleanup
• Complete account restructure built around first home buyer, refinance, investment, and brand-aware search intent.
• Aggressive negative keyword lists excluding information seekers, off-product searches, and irrelevant geographies.
• Keyword selections refined to high-intent commercial terms, removing loose match types leaking budget.
• Result: higher CTR per dollar, fewer wasted impressions, and a cleaner optimisation signal.
Quality Score Lift and CPC Compression
• Ad groups tightened to a single intent each, with copy rewritten to mirror the exact queries they serve.
• Landing experience aligned to each ad group, closing the message-match gap suppressing Quality Score.
• Quality Score lifted account-wide, unlocking lower CPCs and lower cost per conversion at the same spend.
• The compounding effect: a cleaner account at higher Quality Score does more with each dollar before any budget moves.
Quality Score Lift and CPC Compression
• Ad groups tightened to a single intent each, with copy rewritten to mirror the exact queries they serve.
• Landing experience aligned to each ad group, closing the message-match gap suppressing Quality Score.
• Quality Score lifted account-wide, unlocking lower CPCs and lower cost per conversion at the same spend.
• The compounding effect: a cleaner account at higher Quality Score does more with each dollar before any budget moves.
Conversion Rate Optimisation and Drop-Off Diagnosis
• Full lead-to-loan-submission journey mapped in Google Analytics with a third-party layer added to surface in-page interaction, form abandonment, and scroll behaviour.
• Analysis run across paid and organic traffic so the diagnosis and fix would compound across both channels.
• Pinpointed a 90% drop-off at one funnel step invisible at the platform level and therefore unaddressed.
Conversion Rate Optimisation and Drop-Off Diagnosis
• Full lead-to-loan-submission journey mapped in Google Analytics with a third-party layer added to surface in-page interaction, form abandonment, and scroll behaviour.
• Analysis run across paid and organic traffic so the diagnosis and fix would compound across both channels.
• Pinpointed a 90% drop-off at one funnel step invisible at the platform level and therefore unaddressed.
Rebrand Migration from Tic:Toc Home Loans to Tiimely
• Brand campaign architecture migrated deliberately, holding Tic:Toc terms warm while Tiimely terms ramped so brand equity transferred rather than evaporated.
• Ad copy refreshed across the account to introduce Tiimely without breaking message match against the existing keyword set.
• Tracking, naming, and reporting realigned to the new brand without resetting historical account learning.
Rebrand Migration from Tic:Toc Home Loans to Tiimely
• Brand campaign architecture migrated deliberately, holding Tic:Toc terms warm while Tiimely terms ramped so brand equity transferred rather than evaporated.
• Ad copy refreshed across the account to introduce Tiimely without breaking message match against the existing keyword set.
• Tracking, naming, and reporting realigned to the new brand without resetting historical account learning.
The Outcome
Outcome
The Outcome
Outcome
The Outcome
Outcome
From a Leaky Six-Figure Account into a Confident, Scalable, Stakeholder-Ready Acquisition Engine
Tiimely moved from a Google Ads account that was carrying a high level of wasted spend, suppressed Quality Scores, a hidden 90% drop-off in the lead-to-loan-submission journey, and a national rebrand in front of it, into a tightly structured, high-intent, conversion-optimised, business-reported acquisition engine. Inside the first 2 months, cost per lead dropped by 20% and total leads lifted by 30%. The CRO work then layered a 90% conversion rate lift on top of the segment that had been bleeding users. The seven-figure annual budget was not just held, it was scaled with confidence through the Tic:Toc to Tiimely brand transition. The leadership team gained business-level reporting that matches Google Ads activity to offline sales outcomes, which they could take directly into stakeholder conversations to explain what was working and why. Strategic consulting sits over the top, so each next move is informed by the reporting layer, not by platform vanity metrics.
Tiimely moved from a Google Ads account that was carrying a high level of wasted spend, suppressed Quality Scores, a hidden 90% drop-off in the lead-to-loan-submission journey, and a national rebrand in front of it, into a tightly structured, high-intent, conversion-optimised, business-reported acquisition engine. Inside the first 2 months, cost per lead dropped by 20% and total leads lifted by 30%. The CRO work then layered a 90% conversion rate lift on top of the segment that had been bleeding users. The seven-figure annual budget was not just held, it was scaled with confidence through the Tic:Toc to Tiimely brand transition. The leadership team gained business-level reporting that matches Google Ads activity to offline sales outcomes, which they could take directly into stakeholder conversations to explain what was working and why. Strategic consulting sits over the top, so each next move is informed by the reporting layer, not by platform vanity metrics.
Running a Seven-Figure Finance Account and Suspect You Are Leaving Performance on the Table?
We took over a six-figure-per-month home loan account carrying serious wasted spend, a hidden 90% drop-off in the funnel, and a national rebrand, and delivered a 20% cost per lead reduction, 30% more leads inside 2 months, and a 90% conversion rate lift on the broken segment. If your account is at a similar scale, the same compounding wins are very likely on the table for you.
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