Cofidis
Financial services · Spain · B2C
Consumer credit financial institution. More than 1.5 million customers in Spain.
"Over more than 10 years, we have built a solid and lasting relationship grounded in trust. They are a key partner both for the present and for the future."
Pierre Salomon, Brand & Growth, Cofidis
SEM restructuring and optimisation with offline data
Cofidis was generating leads. The problem was that many of those leads never converted into loans. Campaigns were being optimised on clicks and form submissions, not on real business outcomes. The result: low cost per lead, high cost per approved credit.
The goal was to flip that logic: make campaigns learn from signed loans, not from submitted applications.
We restructured the Google AdWords and Bing Ads accounts from scratch: new campaign architecture, expanded longtail, and a redesigned remarketing strategy across search and display.
The most important change was connecting offline data on actual credit approvals to campaign optimisation. From that point on, the system learned from signed loans, not from leads generated. A submission that didn't convert into a loan stopped counting as a success.
Lead scoring and value-based bidding
Ten years after launching the account, the consumer credit market in Spain had toughened. Qualified traffic was more expensive and competition for the same keywords was fiercer. Optimising on approvals was no longer enough: we needed to identify which leads were most likely to formalise a loan and concentrate investment there.
We implemented a lead scoring system that classifies each lead by probability of conversion to a formalised loan. The score is fed by the offline data we have been integrating since 2014: approval history, applicant profile, entry channel.
We connected that scoring to the platforms' value-based bidding. Campaigns bid higher for profiles with the greatest probability of converting into a real loan. Tracking KPIs shifted to business outcomes: actual approval, not platform metrics.