This case study explores how Steady Growth transformed Relay Financial's paid search strategy, shifting focus from high-volume, low-quality leads to valuable registrations. By implementing advanced first-party signal architecture and leveraging the Google Ads API, we achieved a 450% increase in registration volume while reducing cost per registration by 75%. This success story demonstrates the power of data-driven signal optimization methodologies in paid media marketing.
Relay Financial is a fintech company specializing in online banking services for small businesses. Their comprehensive platform offers a suite of financial tools designed to streamline operations and enhance cash flow management. Key features include:
Multiple checking accounts for organized fund allocation
High-yield savings accounts to maximize idle cash
Seamless integrations with popular accounting software
Role-based user permissions for enhanced security and control
By providing detailed reporting, automated savings features, and intuitive receipt management, Relay empowers small businesses to make informed financial decisions and maintain a clear overview of their financial health.
The transition to a more sophisticated optimization strategy wasn't without its hurdles. Initially, we encountered:
Data fragmentation due to the introduction of multiple data signal events
Reduced overall signal volume, leading to a prolonged learning period for Google's algorithms
Temporary increase in Cost Per Acquisition (CPA) during the transition phase
To address these challenges, we worked closely with Relay's technical team to refine our data integration process and enhance our signal architecture. By leveraging Segment's conversion destination feature and the Google Ads API, we created a robust system for uploading downstream signal data directly into the ad account. This approach allowed us to maintain data integrity while providing Google's algorithms with the most relevant first-party signals for optimization.
Metric | Before | After | Improvement |
|---|---|---|---|
Registration Volume | 100 per month | 550 per month | 450% increase |
Cost per Registration | $400 | $100 | 75% decrease |
By shifting our focus to high-quality registrations and implementing advanced signal optimization methodologies, we dramatically improved the effectiveness of Relay Financial's paid search campaigns. The 450% increase in registration volume coupled with a 75% decrease in cost per registration demonstrates the power of aligning marketing efforts with true business outcomes.