Case Study: IG Markets achieves data-driven marketing decisions and avoids ineffective paid campaigns with Similarweb

Playing it like Robinhood - or not. How Similarweb informed IG Markets’ tactics

IG Markets faced a sudden wave of retail trading interest in early 2021 when individual investors and retail platforms were aggressively emulating Robinhood with widespread paid search and display ads. The team needed to decide whether to copy those PPC tactics to chase traffic or stick to their own standards—and they needed clear evidence to justify whichever path they chose.

Using Similarweb’s competitive-intelligence platform, IG tracked competitors’ display/search presence, messaging, programmatic bids, keywords and placements, exposing that rivals were spending on poorly targeted campaigns. That data let IG justify rejecting copycat tactics, communicate a defensible strategy to leadership, and avoid deploying ineffective marketing—making the decision based on actionable insight rather than instinct.

IG

Francesco Santoro

Data Solutions Lead