Case Study: First Merchants Bank achieves lower acquisition costs and stronger account growth with The Martin Group

First Merchants Bank lowers CPA and grows account acquisition with The Martin Group

First Merchants Bank engaged The Martin Group to address its high cost per acquisition for new online checking accounts. The bank's primary challenge was to increase the number of accounts opened online while reducing the average CPA from its search engine marketing efforts, all within a highly competitive industry.

The Martin Group implemented a solution focused on the bank's brand differentiators rather than promotional offers, using paid search ads on Google and Microsoft Bing. This strategy significantly improved upper funnel performance, reduced acquisition costs, and was so successful that the partnership expanded to other departments within the bank.

First Merchants Bank