NBFC Lead Engine
Lower cost per qualified lead across 14 loan products.
A regulated NBFC running broad paid search with weak attribution. We rebuilt the full acquisition stack — eligibility-first landing pages, server-side tracking, CRM integration and product-level bidding.
The problem
The client was running a unified paid account across personal loans, business loans, gold loans and used-vehicle loans. CPL looked fine on the surface, but sales teams were complaining that 60% of leads didn't meet the minimum eligibility bar. Ads were writing cheques the underwriting floor couldn't cash.
What we built
We rebuilt campaign structure product-by-product, each with an eligibility-first landing page (income range, city, employment) that pre-qualified leads before they hit the form. Server-side tracking was wired to the LMS so CPL, CPA and disbursal-qualified CPA (DQCPA) were all visible per campaign. We layered in Hindi and Marathi variants for Tier 2 cities and an AI-drafted follow-up sequence tied to stage. Over 120 days, CPL dropped 41%, SAL rate climbed 68%, and sales pulled their first profitable CPA in eighteen months.
FAQ
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Google Search + Performance Max for personal and business loans; Meta for gold loan awareness; regional content partnerships for vehicle finance.
-41%
Cost per qualified lead
in 120 days
+68%
Lead quality (SAL rate)
vs baseline
+27%
Application completion
via CRO