CASE STUDY
Tiimely
Tiimely
(formerly Tic:Toc Home Loans)
(formerly Tic:Toc Home Loans)
30% more leads at a 20% lower cost.
30% more leads at a 20% lower cost.
How Market Lead rebuilt Tiimely's seven-figure Google Ads account from the ground up, cleared out wasted spend, and fixed a hidden funnel leak, all while navigating a national rebrand.
How Market Lead rebuilt Tiimely's seven-figure Google Ads account from the ground up, cleared out wasted spend, and fixed a hidden funnel leak, all while navigating a national rebrand.
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)
Key Results
Key Results
Seven-figure budget scaled through a rebrand
Seven-figure budget scaled through a rebrand
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
More spend was buying more waste, and a hidden leak was sinking conversions.
Tiimely is the digital home loan brand behind the rebrand of Tic:Toc Home Loans. Its Google Ads account had grown large but loose: spend leaked into irrelevant search terms, Quality Scores were suppressed, and somewhere in the lead-to-loan-submission journey a single step was quietly draining the vast majority of applicants, invisible at the platform level. Every bit of it had to be fixed mid-flight, through a national rebrand that could not be allowed to stall momentum.
Tiimely is the digital home loan brand behind the rebrand of Tic:Toc Home Loans. Its Google Ads account had grown large but loose: spend leaked into irrelevant search terms, Quality Scores were suppressed, and somewhere in the lead-to-loan-submission journey a single step was quietly draining the vast majority of applicants, invisible at the platform level. Every bit of it had to be fixed mid-flight, through a national rebrand that could not be allowed to stall momentum.
Our Approach
Approach
Our Approach
Approach
Our Approach
Approach
Restructure to high-intent demand, then fix what the platform cannot see.
The priority was to stop paying for the wrong clicks and start engineering for conversions. Market Lead rebuilt the account around genuine buyer intent, first home, refinance, and investment, then went after the part of the journey the ad platform could not see at all: the funnel itself. Get both right, and the same budget would buy more leads and convert far more of them.
The priority was to stop paying for the wrong clicks and start engineering for conversions. Market Lead rebuilt the account around genuine buyer intent, first home, refinance, and investment, then went after the part of the journey the ad platform could not see at all: the funnel itself. Get both right, and the same budget would buy more leads and convert far more of them.
The Key Insight
The most expensive leak is the one your ad platform cannot see: the click is paid for, but the conversion dies a step later, off-platform.
Execution
Execution
Execution
Execution
Execution
Execution
Four Pillars That Transformed the Pipeline
Account Restructure & Cleanup
• Rebuilt around first-home, refinance, and investment intent
• Aggressive negatives cut information-seekers and wrong geographies
• Keywords refined to high-intent commercial terms
Account Restructure & Cleanup
• Rebuilt around first-home, refinance, and investment intent
• Aggressive negatives cut information-seekers and wrong geographies
• Keywords refined to high-intent commercial terms
Quality Score & CPC Compression
• Ad groups tightened to a single intent
• Copy rewritten to match the query, landing pages aligned
• Quality Score lifted account-wide
Quality Score & CPC Compression
• Ad groups tightened to a single intent
• Copy rewritten to match the query, landing pages aligned
• Quality Score lifted account-wide
CRO & Drop-Off Diagnosis
• Mapped the full lead-to-loan-submission journey
• Added a third-party analytics layer beyond the platform view
• Pinpointed the hidden step bleeding conversions and rebuilt it
CRO & Drop-Off Diagnosis
• Mapped the full lead-to-loan-submission journey
• Added a third-party analytics layer beyond the platform view
• Pinpointed the hidden step bleeding conversions and rebuilt it
Rebrand Migration
• Held Tic:Toc terms warm while Tiimely ramped
• Refreshed copy to introduce the new brand
• Kept message match intact through the switch
Rebrand Migration
• Held Tic:Toc terms warm while Tiimely ramped
• Refreshed copy to introduce the new brand
• Kept message match intact through the switch
The Outcome
Outcome
The Outcome
Outcome
The Outcome
Outcome
From a Leaky Six-Figure Account into a Confident, Scalable, Stakeholder-Ready Acquisition Engine
The account went from high waste and suppressed Quality Scores to a tightly structured, conversion-optimised engine the leadership team could actually read. In the first stretch the cost of each lead fell and lead volume rose together, the kind of move that usually pulls in opposite directions. The funnel fix turned a segment that had been bleeding applicants into one of the strongest in the account, and new enterprise reporting finally tied ad spend to offline loan settlements, so the business could see what its marketing was really producing rather than guessing at it.
The account went from high waste and suppressed Quality Scores to a tightly structured, conversion-optimised engine the leadership team could actually read. In the first stretch the cost of each lead fell and lead volume rose together, the kind of move that usually pulls in opposite directions. The funnel fix turned a segment that had been bleeding applicants into one of the strongest in the account, and new enterprise reporting finally tied ad spend to offline loan settlements, so the business could see what its marketing was really producing rather than guessing at it.
Scaling a complex ad account?
Market Lead rebuilt Tiimely's account into a structured, reported acquisition engine through a full rebrand. Book a call to see what the same rebuild could do for yours.
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