How I Helped Generate Campaign Attribution and Immediate Loan Applications

When I first began working with LendingUSA, they were a growing fintech lender focused on point-of-sale financing for verticals like medical, cosmetic, funeral, and legal services. Their model was B2B2C—empowering providers and merchants to offer instant financing to their clients—but their paid media strategy lacked structure, visibility, and efficiency. I was brought in initially as a consultant to audit their digital acquisition efforts and quickly uncovered opportunities for major performance gains.

The early challenges were fundamental: fragmented account structures, incomplete conversion tracking, and legacy campaigns targeting outdated keywords or low-credit applicants. Additionally, campaign-level ROAS reporting offered little insight into what was actually working. I worked directly with LendingUSA’s internal teams and their Google support rep to rebuild the digital foundation. This included implementing proper attribution models, overhauling conversion tracking, cleaning up GA access across dozens of landing pages, and helping their IT team get Google Tag Manager integrated sitewide.

On the B2B front, I restructured campaigns to target high-intent keywords by vertical—focusing on what mattered most to LendingUSA’s merchant partners: volume, cost-efficiency, and qualified leads. I spun out specific ad groups for verticals like dental implants, fertility, bariatric, and pet care, and launched brand-aligned campaigns to increase visibility for their top-performing merchant types. In parallel, I advised on call extension alignment, Unbounce landing page optimization, and UTM cleanup—ensuring that performance could be tied back to the exact lead source for every merchant category.

The results were immediate. In January 2017, our campaign generated 376 leads (loan applications from just $3,611 in ad spend, averaging a $9.60 CPL—an exceptional outcome in a highly regulated lending space. I also helped eliminate over $10,000/month in wasted spend by auditing negative keywords, cutting “bad credit” and low-performing terms, and focusing targeting on high-income and high-approval demographics.

As our campaigns expanded, I launched Gmail Sponsored Promotions, segmented targeting by procedure and creditworthiness, and introduced new campaigns for legal, wedding, and plastic surgery loans. I collaborated closely with internal stakeholders, providing daily reports and strategic oversight that informed broader sales and marketing alignment.

By the time our engagement ended, LendingUSA had fully transitioned to a performance-focused paid media model, reduced acquisition costs, improved lead quality, and positioned itself as a trusted financing partner for hundreds of providers across the U.S. My work helped LendingUSA deliver more value to their B2B clients and better serve consumers looking for fast, affordable lending solutions at the point of need.

– Alex Wills, Grow Your Fintech