Case Study: Cetelem boosts accepted leads and lowers CPA with blue2purple’s machine learning bidding strategy

Cetelem boosts accepted leads by 40% with blue2purple

Cetelem, a financial services company, faced challenges in its online credit application process due to strict GDPR regulations and a funnel split between online and offline channels. Their primary issue was an inability to track the full customer journey from online lead to offline contract, leading to a high volume of unqualified leads. The vendor blue2purple was engaged to address this.

blue2purple adapted the Google Ads bidding strategy by registering two new conversion actions: form submissions and automatic acceptances. This provided the algorithm with more data to differentiate between user groups and target higher-quality audiences. As a result, the transformation rate from request to acceptance increased by 35%, the volume of accepted leads rose by 40%, and the CPA was reduced by 37%. blue2purple also laid the groundwork for future improvements by implementing a unique ID system to connect online leads to offline contracts.

Cetelem