Case Study: Charles Schwab achieves 451% more brokerage conversions with iCrossing

Charles Schwab boosts brokerage conversions 451% with iCrossing

The customer, Charles Schwab, faced a challenge in its digital marketing efforts. Its broad search targeting was attracting too many off-target users, which diluted the quality of leads from high-net-worth individuals. Charles Schwab needed to sharpen its focus on this lucrative segment to boost conversions and reduce inefficient ad spend. The vendor, iCrossing, used Google Search Console to address this.

iCrossing implemented a data-driven SEM strategy using CRM data and a technique called campaign mirroring. This involved building high-value lookalike audiences and creating duplicate campaigns with tailored ad copy and landing pages specifically for high-net-worth segments. The solution resulted in a 451% increase in non-brand brokerage conversions and a 175% growth in retirement conversions, while also making every media dollar 20% more likely to convert a premium prospect.

Charles Schwab