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Case study

Motive Loan generates bottom-funnel impact with Microsoft Advertising

November 02, 2022

About Motive Loan

Motive Loan Search Ad on a search engine results page (SERP).

Motive Loan Search Ad on a search engine results page (SERP).

Motive Loan, part of Empire Webtech Private Limited, offers fuss-free financial solutions that empower borrowers to get an approved short-term loan irrespective of an individual’s credit score, in just three minutes.

The payday loan provider secures loans for up to USD 5,000 through a 100% free-to-use service and a simple, fast, and secure loan approval process. Loans are secured for up to 72 months, giving borrowers enough flexibility to select repayments to meet their individual circumstances.

Motive Loan aimed to scale their customer acquisition efforts while maintaining a high return on ad spend (ROAS). The brand partnered with Microsoft Advertising to leverage their high-intent audiences and strong network presence. This paved the way for the brand to gain targeted leads and improve conversions while maximizing ROI.

Leveraging the power of search with Microsoft Advertising

Search queries for payday loans tend to peak at the beginning or at the end of the month. Navigating seasonal fluctuations in customer intent was a key challenge.

To address this, Motive Loan partnered with InMobi, Microsoft Advertising’s partner in India, to devise a robust campaign strategy with customized solutions that enabled the brand to leverage search to find high-intent channels. As a result, they were able to significantly reduce customer acquisition costs and boost ROAS.

Scaling campaign performance on Microsoft syndicate networks

Motive Loan Multimedia Ad on SERP.

In order to improve ROAS, the team focused on maximizing scaled leads via Microsoft’s syndicate networks. Relevant messaging was visualized in the form of striking Multimedia Ads. Throughout the campaign, continuous optimizations were made to maintain scale, including keyword scrubbing, publisher website analysis, and location-based bid adjustments.

Teaming up with Microsoft Advertising proved to be a win-win for Motive Loan thanks to an array of innovative products the brand was able to leverage:

  • Automated bid strategies
  • Multimedia Ads
  • Syndicate network split
  • Re-marketing
  • In-market Audiences
  • Microsoft Audience Network

Leading the way with impactful performance

With the help of Microsoft Advertising, the business was able to experience a significant increase in its core key performance indicators (KPIs), and its cost per action (CPA) decreased by 70% in Q3 and Q4 of 2021 as compared to Q1 and Q2 of 2021. Meanwhile, ROAS increased by a whopping 1.33x, leading to a 31% increase in advertising spend in the first half of 2021.

Our objective behind leveraging Microsoft Advertising was to garner disproportionate mindshare by targeting high-intent audiences with compelling messages. Crafting campaigns optimized to the audience search intent was key in delivering on core KPIs. We hope to continue our fruitful partnership.

— Team Motive Loan

See a summary

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