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RevClick

[ Case study · Traditional Agency ]

Capital One / Google Ads

Lower cost per approval and 10% more volume at the same unit economics

Brought in to optimize a Google Ads program where a meaningful share of spend sat on keywords that were not earning their place.

Cost per approval on low-volume keywords
-15%
Volume, while holding target NPV per application
+10%
Of ad spend found on low-volume, poor-performing keywords
20%
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[ The challenge ]A fifth of the budget was underperforming

Analysis showed that roughly 20% of ad spend was going to low-volume keywords with poor performance, and the account was optimizing toward applications rather than approvals.

[ What we did ]Optimized for approvals, not applications
  • Built new conversion data that targeted approvals instead of applications
  • Wrote new ad copy for low-volume keywords to bring cost per click down
  • Ran a test to measure the incremental value of advertising on branded keywords
[ The result ]Cheaper approvals and more of them

Cost per approval on low-volume keywords fell 15%. Volume grew 10% while holding the target NPV per application, and guardrails on branded keywords kept that spend profitable.

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