Financial Services Marketing Case Study
How targeted PPC management and conversion-focused landing pages helped a wealth management firm dramatically increase qualified lead submissions while cutting acquisition costs.
Growing a Sales Team Fast — With Leads That Weren’t Qualified Enough to Close
Chase Buchanan is a European-based wealth management leader specializing in custom financial advice for expatriates around the world. When they came to AMS, their Canadian division was actively expanding its sales team — but their digital marketing wasn’t keeping pace.
The leads their campaigns were generating were largely unqualified, and their acquisition costs were unpredictable enough to make scaling a genuine risk. Lead submission rates weren’t meeting expectations, and the team was struggling to translate ad spend into genuine pipeline.
Operating in a highly regulated financial sector adds additional complexity to every marketing decision. They needed a partner who understood both the technical demands of high-performing paid campaigns and the compliance realities of financial services.
Unqualified Leads Wasting Sales Time
The leads coming in weren’t the right fit, forcing the expanding sales team to spend time on prospects who weren’t ready or able to engage with wealth management services.
Unpredictable Acquisition Costs
Without a structured, optimized campaign architecture, the cost of acquiring each lead varied too widely to plan around — making scaling feel like a gamble rather than a strategy.
Low Lead Submission Rates
Traffic was arriving but not converting. The gap between interest and action was costing Chase Buchanan real revenue opportunity every month.
Inability to Scale Efficiently
Without improving the fundamentals of campaign structure and targeting, increasing ad spend would have simply amplified the existing problems rather than solving them.
What We Set Out to Achieve
Attract More Qualified Leads
Restructure targeting to reach the right prospects — those who matched Chase Buchanan’s ideal client profile and were ready to engage.
Improve Conversion Rates
Build conversion-focused landing pages and optimize the lead journey to turn more ad clicks into genuine submissions from the sales team’s ideal clients.
Reduce Cost Per Acquisition
Bring average cost per conversion down to a predictable, profitable level that allowed the Canadian division to scale with confidence.
Conversion-Focused Spending in a Highly Regulated Sector
Keyword Audit & Research
We conducted a thorough keyword audit to identify the highest-intent search terms used by Chase Buchanan’s ideal expatriate clients — cutting wasteful broad-match spend and refocusing budget on commercially qualified queries.
Account Restructure & Enhanced Targeting
The campaign account was fully restructured for greater granularity and optimization control. Audience targeting was refined to narrow in on expat demographics most likely to need international wealth management — reducing wasted impressions and improving relevance scores.
Ad Copy & Landing Page Optimization
Ad copy was revised to improve click-through rates and align more closely with what qualified prospects were searching for. Dedicated conversion-focused landing pages were developed and tested to reduce friction between click and submission.
Continuous Testing & Funnel Optimization
Conversion rates were tracked at every stage of the funnel — including micro-conversions — to identify drop-off points. Continuous A/B testing and quarter-over-quarter optimization drove sustained improvement in both volume and quality of leads.
More Leads, Better Quality, Lower Cost
By centering the strategy around conversion-focused spending and precise audience targeting, every dollar worked harder — and the results improved consistently quarter over quarter.
Lead Submissions
to Full Lead Rate
Cost Per Conversion
The 15x improvement in users progressing from micro-conversion to full lead submission was the clearest signal that the funnel was finally working as intended. Conversion rates grew steadily quarter over quarter as optimization compounded — giving Chase Buchanan’s Canadian sales team the qualified pipeline they needed to grow.
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We don’t just talk about expertise — we publish it. Guides written specifically for advisors, wealth managers, and insurance firms.
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Let’s talk about how we can help your financial services firm generate better leads at a lower cost through targeted, conversion-focused digital marketing.
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