Case Study: Experian achieves 19% uplift in paid-search conversions and 10% lower CPA with Kenshoo cross-channel Facebook + Search solution

Experian - Customer Case Study

Experian partnered with Kenshoo and Facebook to quantify how Facebook advertising influences paid search performance and to determine whether there is a minimum or optimal Facebook-to-search spend ratio that activates cross-channel gains. The study aimed to answer how much Facebook investment is needed to trigger incremental returns on paid search and whether additional spend yields diminishing returns.

The team ran a geo-segmented test (control: paid search only; three test groups: low/medium/high Facebook spend) and tracked online credit‑report application conversions. Facebook exposure lifted paid search conversions by 19%, improved conversion rate by 11%, and reduced cost per acquisition by 10%; paid search clicks increased 8–12% as Facebook spend rose. Results showed an activation effect between low and mid spend, with smaller incremental gains from mid to high—indicating a sweet spot for cross-channel efficiency.

Experian