Aditya Birla. Two products. One performance marketing strategy.
Two products. Two distinct objectives.
Aditya Birla came with two distinct objectives across two financial products. For Instant Loan, the goal was straightforward performance marketing, increase disbursements and drive qualified loan applicants at an efficient CPL. There was no specific problem to fix; they wanted a performance marketing operation that would consistently generate results. For NPS, the product was being introduced to a new audience. The challenge was building awareness around a category many consumers were unfamiliar with while simultaneously driving conversions among high-intent buyers.
Two campaigns. Different objectives. Shared discipline.
Two campaigns ran with different objectives. Instant Loan campaigns optimised for disbursement-intent leads using Google Search to capture people actively searching for personal loan options. NPS campaigns combined awareness objectives for the new product introduction with conversion campaigns for high-intent buyers. Competitor conquesting on Google Search placed Aditya Birla NPS directly in front of users researching alternatives. Meta first-party disbursement data was used to build lookalike audiences for Instant Loan, modelling from existing approved applicants.
Every rupee against a verified break-even.
Google Performance Max layered on top of Search to capture untapped demand across YouTube and Gmail. Every rupee deployed was mathematically calculated against a verified break-even threshold before launch. No budget went live without a profitability justification.
3.92x ROAS. $95.84K returned on $24.41K spent.
The strategic takeaways.
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