Project overview

PlataCard, a fast-growing credit card startup in Mexico, offers several customer-focused features that set it apart in the market. It provides a substantial credit line of up to $200,000 MXN with a competitive 30% interest rate, making it appealing for those looking for higher spending power.

Challenges

The client struggled to scale the account with their current setup. The goal was to significantly increase the number of conversions while decreasing the overall CPL. Additionally, the client had a bad experience scaling a P-Max campaign, which led them to shut it down.

Solution

1. P-Max Campaign Scaling

A new P-Max campaign was launched with the right audience signals and assets, using offline conversions as the primary signal. Over time, we successfully scaled the ad spend by 20 times. With the help of a custom script, we maximized P-Max insights, correctly analyzed asset performance, and optimized negatives through the requested negative list, which we applied to the campaign.

2. New Search Campaigns

We successfully introduced new search campaigns, which helped to increase the number of conversions

3. Offline Conversion Value

With the introduction of offline conversion value, we were able to obtain the most accurate data and optimize the campaign to achieve the optimal ROAS.

Results

• Increase of the Number of Conversions – The number of conversions increased nearly 5 times over a 3-month period.
• Ad Spend Increase – While we successfully scaled the newly created P-Max campaign by nearly 20 times, the overall ad spend of the account increased by almost 10 times.
• Offline Conv. Value – The introduction of offline conversion value changed the way we optimized the campaigns, providing us with more accurate data to target qualified leads.