Case Study: Personal Capital doubles qualified registrations while reducing costs with Kenshoo

Personal Capital - Customer Case Study

Personal Capital, a financial technology and wealth management firm, worked with digital agency Metric Theory to focus paid search on driving advisory registrations that meet minimum asset thresholds. The challenge was to accurately track and optimize for qualified registrations, boost non‑brand search performance, and adjust bids by publisher, keyword, device, geography and demographic to maximize high‑value signups.

Metric Theory partnered with Kenshoo to create a custom cost‑per‑qualified‑registration metric, automate bid adjustments via Kenshoo Advanced Search, apply dimensions to compare brand/non‑brand/remarketing performance, and aggregate reporting. The program scaled paid search 5X in a year and delivered strong efficiency gains: qualified registrations +118%, non‑brand qualified registrations +378%, non‑brand registrations +273%, qualified registration rate +29%, and a 25% reduction in non‑brand cost‑per‑qualified‑registration.

Personal Capital

Ken Baker

President, Metric Theory