Driving Rural Lending Growth
With A Targeted Google Ads Strategy
The Communications Group worked with a member-owned rural lending cooperative offering loans for land, farms, and homes, to increase their website traffic and better connect with their target audiences. Utilizing a strategy centered around targeted Google Ads, ComGroup accomplished that goal.
The Challenge
In April 2024, ComGroup set out on a mission to enhance the client’s digital presence through a targeted Google Ads campaign. The goal of the campaign was to attract more traffic to their website, specifically from those who were interested in their services. With a keen focus on connecting with rural and agricultural loan seekers, our strategy was curated to reflect the client’s commitment to supporting farmers, ranchers, and rural homeowners throughout western Arkansas.
The Solution
In an effort to meet our goals, we implemented two campaigns—one for rural loans and one for agricultural loans. Using keywords and phrases common to our target audiences, our ads reached users with high purchase intent. Through the ads, the client captured the attention of individuals actively searching for the financial services they provide.
The Results
The campaign's impact was evident from the get-go. Within the first month, the client’s Google Ads achieved an impressive click-through rate (CTR) of 9.7%, well above the industry average, with high engagement and visibility. Over the course of the next three months, the campaign’s performance saw continued success, with an 11% CTR. The number of clicks grew from 987 in the first month to 2,936 over 3 months. By the end of the fourth month, the number of clicks grew to 3,966. The documented further engagement reflects the campaign's ongoing success in reaching and engaging the target demographic.
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