A deposit-heavy community bank needed to modernize its marketing and attract a younger generation of borrowers to its mortgage and HELOC products. Marketing Qubed built a data-driven, omnichannel lending funnel across video, search, and social — generating over 1,400 qualified leads, cutting cost-per-lead by 65%, and driving Google Ads performance up to 6X the industry average.
The challenge
First State Bank, a reputable community financial institution, historically relied on traditional media print placements and legacy community engagement strategies for its institutional marketing. Prior to partnering with Marketing Qubed, the bank was deposit-heavy and required a strategic method to utilize its assets. Additionally, First State Bank’s long-time customer base was not utilizing the institution for modern loan and mortgage products, and the bank was failing to capture online leads or engage younger generations of borrowers. This issue was compounded by a macroeconomic slowdown in the broader mortgage application market.
FSB relied on traditional print placements and legacy community engagement, with no modern digital marketing infrastructure in place to reach new borrowers.
The bank’s long-time, deposit-heavy customer base wasn’t utilizing modern loan and mortgage products, and FSB was failing to capture online leads or engage younger generations of borrowers.
A macroeconomic slowdown in the broader mortgage application market compounded the challenge, raising the stakes for every marketing dollar spent.
The Goal
First State Bank required an omni-channel digital system capable of attracting a younger demographic with high immediate borrowing potential. The bank’s goals included generating a consistent volume of high-intent online applications for mortgage and home equity line of credit (HELOC) products while systematically reducing their historical cost-per-lead (CPL) baseline.
Attract a younger demographic with high immediate borrowing potential and generate a consistent volume of high-intent online mortgage and HELOC applications.
Systematically reduce First State Bank’s historical cost-per-lead (CPL) baseline across all digital channels.
Our Approach
Identified and isolated high-borrowing-potential audiences — a younger demographic ready to apply for mortgage and HELOC products — to target across First State Bank’s digital channels.
Designed a data-driven, omnichannel marketing infrastructure and built five primary, hyper-targeted digital sales funnels to capture prospective borrowers.
Deployed elite corporate video production across social platforms, including a highly successful seasonal "Banksgiving" promotional campaign, to engage and convert prospective borrowers.
Ran rigorous A/B testing, continuously optimizing ad copy, audience targeting, and landing pages — generating 1,400+ leads, Google Ads performance up to 6X the industry average, and a 65% reduction in cost-per-lead.
What we work on
Digital Agency of Record & Strategic Development
Commercial Video Production
Google Ads (Search & Retargeting)
YouTube Ads
Meta / Social Media Paid Advertising
Conversion Tracking & Funnel Optimization
Let the Numbers talk
High-Value Inbound Leads Generated
Higher Google Ads Click-Through Rate (vs. Industry Average)
Higher Google Ads Conversion Rate (vs. Industry Baseline)
More Efficient Meta / Social Paid Advertising (vs. Industry Average)
Reduction in Cost-Per-Lead ($17.21 CPL)
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