The Home Loan category in Australia is extremely competitive. RAMS couldn’t out-spend, or even match, the market. RAMS needed a new growth strategy.
With Google making the biggest change in the history of ad-words, they announced an industry best practice approach to the system and setup recommendations.
All financial institutions followed suit, but not RAMS!
We took advantage of that fact that all financial search campaigns would switch to the Google recommended structure. By taking a contrarian view we out-positioned the competition delivering a 17% increase in conversion rate for RAMS, driven by
By standing out from the pack we delivered outstanding results. Mobile leads now account for 20% of all RAMS leads, up from 5% the previous year, and we delivered $140 million of additional written business.