Marketing for Financial in Royal Oak, MI

Financial

Marketing Qubed helped this Metro Detroit bank generate more qualified mortgage and loan leads while lowering cost per lead through a data-driven digital strategy.

Industry

Banking & Financial Services

Goal

Attract younger borrowers and generate more mortgage and loan leads

Services

Video, Google & YouTube Ads, Social, Retargeting

Main Conversion

Loan and mortgage applications

The challenge

Where the client needed help

This reputable community bank relied primarily on traditional media and community engagement, and needed to put its deposit-heavy balance sheet to work.

Its long-time customer base wasn’t using the bank for loan and mortgage products, and a slowing mortgage market made it harder to attract younger, digitally-minded borrowers.

Visibility gaps

The bank wasn’t showing up for the online, digitally-driven borrowers who now shop for loans and mortgages before ever walking into a branch.

Conversion friction

A deposit-heavy, long-time customer base wasn’t converting into loan and mortgage business, especially as the mortgage market slowed.

Tracking needs

Without a clear system to track leads by channel, it was difficult to know which efforts were actually generating mortgage and loan applications.

The Goal

From interest to action

The client’s goals were to attract a younger audience with strong borrowing potential, generate more online leads intent on applying, and decrease the cost per lead.

With the mortgage market slowing, every lead needed to count, which meant building a strategy that could adapt in real time.

Business Goals

Attract a younger, digitally-savvy audience with strong borrowing potential.

Measurement Goals

Generate more online leads for mortgage and loan products while lowering cost per lead.

Our Strategy

How We Got There

Discover

We met with the bank to understand its goals, its current marketing, and where the biggest opportunities for growth were.

Plan

We proposed a data-driven marketing strategy built around five primary sales funnels, targeting the audiences most likely to apply for a mortgage or loan product.

Execute

We launched an omnichannel strategy combining strong video content, Google Ads, YouTube Ads, and retargeting to increase leads and reduce cost-per-lead.

Measure

We tracked conversions continuously, running consistent optimizations and A/B tests to keep improving results month over month.

What we work on

Platforms & Services

We combined the following platforms and services into one omnichannel strategy built specifically for this financial brand.

Digital Agency of Record and ongoing marketing strategy development.

Video production tailored to a younger, digitally-savvy borrower audience.

Google Ads and YouTube Ads targeting in-market mortgage and loan borrowers.

Social media ads across the platforms borrowers use most.

Retargeting to bring back visitors who didn’t convert on the first visit.

Conversion tracking and optimization to keep cost per lead moving down.

Marketing for your industries

The Results

Through a data-driven, omnichannel strategy, powered by strong video content, consistent optimization, and A/B testing, this bank saw significant improvements almost immediately.

Performance story

Cost-per-lead dropped to $17.21, 65% below industry average, thanks to consistent creative testing and channel optimization.

reporting story

Clear, ongoing reporting let the bank see exactly how many mortgage and HELOC leads each channel was generating in real time.

The Financial Case Study Results

Real Numbers, Real Results

Lower Cost Per Lead

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Cost-per-lead dropped to $17.21, 65% under industry average.

Leads Generated

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Over 1,400 leads generated for mortgage or HELOC products.

Audience Reached

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More than 80,000 people reached who were in-market for mortgage or HELOC products.

Metric Four

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Deliverables

What We Delivered

Reporting dashboards

Custom conversion tracking and reporting dashboards to monitor cost per lead in real time.

landing page

Dedicated landing pages built to convert mortgage and loan traffic into applications.

campaign creative

Video production and graphic design tailored to a younger, digitally-savvy borrower audience.

SEO / Content updates

Ongoing SEO and content updates to keep the bank visible for local loan and mortgage searches.

Key Takeaways

Why it worked

A few things made the difference between a one-time campaign and a strategy that kept improving month over month.

Trust/Clarity

A clear, human message that resonated with a new generation of borrowers built trust faster than traditional media ever had.

Execution

Five coordinated sales funnels, running together, kept leads flowing consistently instead of relying on one channel.

Meaningful measurement

Real conversion tracking meant every dollar of ad spend could be tied back to an actual mortgage or loan lead.

FAQ's

Questions this page can answer

What makes financial marketing different?

We work with community banks, credit unions, and other financial institutions across Metro Detroit, helping them grow deposits, mortgage applications, and new account openings.

What kind of conversions matter for banks and credit unions?

For financial brands, the conversions that matter most are usually calls, loan applications, and account opening forms, not just clicks or impressions.

Can this strategy work for a smaller community bank or credit union?

Yes. The same data-driven approach that worked for this bank scales down to smaller institutions, we build the funnel size to match your budget and goals.

Should every financial campaign have a landing page?

In most cases, yes. A dedicated landing page gives us a clean way to track conversions and test messaging without the noise of a full website page.

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Want your business to be the next success story?

Start growing your financial brand with digital marketing. Partner with Marketing Qubed and watch your institution thrive.