Cases · Dansk Motor Finans · Finance · Google Ads
4x leadsThe account rebuilt around purchase intent — at half the price on Google.
4x
more leads — same quality
-54%
cost per lead
+220%
conversion rate
Google Ads
Google Analytics 4
Google Tag ManagerSmart BiddingLead growth
2024 — indexed
“Malthe and Nicklas deliver a service beyond the ordinary. They're sharp in their field and know how to create results.”
01The starting point
Dansk Motor Finans needed more leads without compromising on quality — but the account couldn't carry it. Tracking was imprecise, so nobody knew for sure which keywords actually produced enquiries. Campaigns were fragmented, and the cost per enquiry was too high to justify scaling up.
02Measurement first
Before anything else, the measurement was rebuilt for full tracking of enquiries. A lead account without precise tracking optimises blind — and Smart Bidding is only as good as the conversions it's fed. The foundation had to be in place before the algorithm was allowed to steer.
03An account structured by intent
The account was restructured around how close each search is to a decision — not around product categories. Ad groups follow intent, match types keep the tiers sharp, and negative keyword lists make sure a research query never triggers a ready-to-apply bid. The message lands where the person actually stands.
04Smart Bidding on clean data
With measurement in place and the structure following intent, Smart Bidding was let loose — backed by a disciplined test cycle on landing pages and keywords. Not one big experiment, but small, measurable improvements, week after week.
05The outcome
Four times the leads at 54% lower cost per enquiry, and the conversion rate rose 220% — without the quality of the enquiries dropping. That last part is the point: volume is easy to buy, qualified volume is not.
The account structure — stylised, fictional queries
Bids that follow intent.
Every search signals how close the person is to applying. The account is structured so the bid follows that signal — aggressive where intent is high, patient where it isn't.
Ready to apply
“apply car loan online”
Comparing
“car loan interest comparison”
Researching
“what does a car cost per month”
Negative keyword lists keep the tiers apart, so a research query never pays a ready-to-apply price. The result on this account: 4x the leads at 54% lower cost per lead.
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