Finance Development in Poland: optimising lead generation for Ukrainian businesses
Optimising advertising campaigns for Finance Development
Finance Development is a financial company that provides financing to Ukrainian businesses in Poland.
<strong>Distinctive offer:</strong> the company provides loans from €25,000 to Ukrainian entrepreneurs, secured against property in Ukraine. Polish banks and financial institutions require collateral located in Poland.
Campaign objectives
- Keep cold-lead cost below $90;
- Keep qualified-lead cost at or below $400.
Website improvements
We recommended website updates based on our experience and a detailed analysis of the target audience. This helped us understand their needs, goals, fears and doubts about the collateral requirements.
We addressed those concerns on the website so prospective clients would stay engaged, learn about the offer and submit a financing enquiry.
Website structure changes
Before launch, we audited the website and made these changes:
- Added a loan calculator so users could estimate monthly payments.
- Added application buttons throughout the site.
- Added client testimonials to build trust.
- Explained the company’s advantages over competitors.
- Added a video from the owner to address objections and explain that property is repossessed only in cases of deliberate non-payment.
- Added an FAQ page with answers to common questions.
Result: Cold-lead cost fell by a factor of 2, from PLN 200 to PLN 105 ($27). Qualified-lead cost was PLN 578 ($148).
These changes made the website clearer and easier to use. By addressing concerns and motivations, we brought in warmer leads who were ready to work with the company, saving the sales team time on objection handling.
Preparing ad visuals
We prepared several formats to test:
- Static images;
- Talking-head videos from the company director explaining the offer’s benefits.
Launching and optimising campaigns
- Selected the “Lead generation” objective so enquiries would go straight to the CRM for prompt follow-up.
- Targeted a broad audience without narrow interest targeting.
Issue: The ad account was disabled shortly after launch. We quickly created a new account and relaunched the campaigns without losing results.
Optimisation: We switched off weak creatives and moved budget to the strongest combinations.
Finding: Video creatives were 2× as effective as static images:
– Static creatives: 20 leads at PLN 122 ($31.58);
– Video creatives: 46 leads at PLN 96 ($24.83).
Testing video creative formats
- Case-study format: showing how a client scaled a business with the company’s loan;
- Audience pain points: explaining how the product could solve the problem;
- Direct offer: highlighting the unique benefit of a loan secured against property in Ukraine.
Ad creatives
Meta Ads campaign results
Results in numbers
1 784$
Total ad spend
66
Total leads
12
Qualified leads
148$
Cost per qualified lead
Conclusion
- We achieved the objective and brought in leads below the planned cost.
- Plan versus actual: cold leads under $90 and qualified leads under $400; actual costs were $27 and $148.
Next, we will analyse why customers decline, develop new creatives and qualify leads more effectively to screen out irrelevant audiences. This will let us scale the strongest combinations and increase their budget.
Next steps
- Analyse reasons customers decline and create new advertising creatives.
- Improve lead qualification to screen out irrelevant audiences.
- Scale successful combinations and increase their budgets.
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