Turning volume lead-gen into qualified banking customers
One of Bangladesh’s leading private commercial banks, shifting from lead volume to lead quality across three product lines.
The brief
The bank was buying leads by volume. Sales were converting a shrinking share of them, and cost per acquired customer was rising even as cost per lead looked healthy.
What we did
Redesign the funnel end to end and change what the media optimises against — from raw leads to a lead-quality score, with product-specific campaigns built for how each banking product is actually chosen.
- End-to-end funnel redesign across Meta, Google and LinkedIn
- Product-led creative for credit cards, loans and savings accounts
- Continuous A/B testing on landing pages and ad creative
- Optimisation against cost per lead, conversion rate and a proprietary lead-quality score
- Channel mix aligned across all three platforms
The results
- +45% — qualified leads
- −19% — cost per lead
- 3 — product lines scaled in parallel
What we took from it
Cost per lead is the easiest number to improve and the least useful. The moment the score went into the bidding, the media started buying different people.
Delivered by a member of Northlane’s founding team.
Next case
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The country’s most loved heritage retail brand, shifting peak-season demand onto its e-commerce platform.