From application-led optimisation to scalable, high-quality loan growth
"Advantage Paid Media has truly delivered, giving us confidence in what was driving growth and becoming an essential part of our strategy."
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Salad Money entered a rapid growth phase with ambitious lending targets and significant media investment behind it.
To scale efficiently in a tightly regulated vertical, paid media needed to drive significantly more funded loans while maintaining quality and ensuring performance remained commercially sustainable.Through our MAPS framework, we rebuilt measurement around downstream loan outcomes, shifted optimisation towards loan quality, and created a scalable acquisition model capable of supporting aggressive business growth.
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Measure
We audited the existing measurement framework and identified a critical limitation: campaigns were primarily optimising towards application volume, with limited visibility into downstream loan outcomes and applicant quality.This restricted the ad channels’ ability to optimise toward true commercial performance and created inefficiencies as spend increased.
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Attribute
We introduced deeper conversion tracking tied to funded loans and worked with the client to assign weighted values based on loan quality and commercial importance.This enabled a shift from application-based optimisation to value-led bidding, giving the ad platforms clearer signals to prioritise applicants most likely to convert into high-quality funded loans.
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Prove
With better attribution in place, we could validate which channels and campaign structures were driving efficient loan growth at scale.This allowed us to identify the optimal balance across paid media, while proving that optimisation toward funded loans delivered materially stronger efficiency and applicant quality than application-led bidding.
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Scale
With confidence in both measurement and loan quality, media investment was rapidly increased while maintaining efficiency.Paid media spend grew more than 6x, supporting major growth in funded loans, increased brand demand, and helping Salad Money surpass internal lending targets while reducing reliance on affiliate-driven acquisition.