Case Study: Betterment reduces CPA by 10% with Adswerve's custom bidding script

Betterment reduces CPA by 10% with Adswerve

Betterment, a financial services firm, sought to strengthen its paid media campaigns by converting more valuable audiences at a lower cost-per-acquisition (CPA). Although they saw solid results with standard Google Ads bidding, these built-in features could not fully capitalize on the nuanced signals that identified their most valuable customers. Their vendor, Adswerve, proposed developing a custom bidding script to meet this challenge.

Adswerve developed a custom bidding script for Google Display & Video 360 that used a dynamic, weighted scoring system to prioritize valuable conversions. The solution automated complex bidding decisions and incorporated factors like viewability and dayparting. After a three-month testing period, Adswerve's custom script helped Betterment achieve a 10% lower CPA, 40% more impressions, and 1.7K more clicks, all while spending their budget in full and reaching a wider audience.

Betterment