| Campaign | Clicks | Cost | Conv. | CPA | vs Jan | vs Feb '25 |
|---|---|---|---|---|---|---|
| Brand | 2,647 | $4,128 | 92 | $44.87 | CPA -43% | CPA -53% |
| Business Overdraft | 236 | $7,313 | 81 | $90.35 | Conv +11% | Conv +17% |
| Equipment Line | 101 | $2,285 | 18 | $126.93 | Conv +64% | Conv +350% |
| Total | 2,984 | $13,726 | 191 | $71.88 | +15% | +22% |
Primary conversion actions across all campaigns
Mobile verifications continue to be the primary driver of conversion growth, with a strong uplift month-on-month and year-on-year. Registrations are holding steady, and trade verifications are showing promising early growth.
We are currently testing a Target Impression Share bidding strategy on the Brand campaign. The goal is to capture a greater share of brand searches while reducing CPCs, then reallocate the savings into higher-value generic campaigns.
| Metric | Feb 2026 | Jan 2026 | Change | Feb 2025 | YoY |
|---|---|---|---|---|---|
| Impressions | 10,202 | 6,371 | +60% | 6,249 | +63% |
| Clicks | 2,647 | 1,837 | +44% | 972 | +172% |
| Avg. CPC | $1.56 | $3.23 | -52% | $6.91 | -77% |
| Cost | $4,128 | $5,941 | -31% | $6,716 | -39% |
| Conversions | 92 | 76 | +21% | 71 | +30% |
| CPA | $44.87 | $78.21 | -43% | $94.59 | -53% |
The Target Impression Share strategy has reduced Brand CPCs by over 50%, giving us significantly more market share at a lower cost. The ~$1,800/month in savings compared to January is being reinvested into the Business Overdraft and Equipment Line campaigns where conversion value is highest. We will continue running this test as results are very positive.
| Metric | Feb 1-22, 2026 | Jan 10-31, 2026 | MoM | Feb 1-22, 2025 | YoY |
|---|---|---|---|---|---|
| Impressions | 16,213 | 12,304 | +32% | 28,153 | -42% |
| Clicks | 2,984 | 2,145 | +39% | 1,860 | +60% |
| CTR | 18.4% | 17.4% | +6% | 6.6% | +179% |
| Cost | $13,726 | $14,438 | -5% | $14,218 | -3% |
| Conversions | 191 | 166 | +15% | 156 | +22% |
| CPA | $71.88 | $87.00 | -17% | $91.14 | -21% |
Note: Impressions are lower YoY due to paused campaigns (Vehicle Finance, Performance Max) that were active in Feb 2025. The focus has shifted to higher-converting search campaigns, which is reflected in the significantly higher CTR and conversion volume.