How a car pawnshop hit the jackpot: +80% increase in the number of conversions!

📖 April 3, 2025 | 👁 0


A case with elements of humor and financial details

Table of Contents

Act One: Problems on the horizon

In the financial world, where every day is a roller coaster with unexpected twists and turns and dizzying descents, companies specializing in car pawnshops and vehicle loans face challenges that make solving a quadratic equation without a calculator seem like child’s play. Advertising platforms have strict requirements (as if it were not advertising but Harvard entrance exams!), competition is off the charts (like a Black Friday sale), and attracting quality leads is turning into a real quest. But we know that nothing is impossible, especially when financial success is at stake!

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    In 2020, we were approached by a client – a financial organization that, as they say, had “eaten the dog” in car pawnshop services, loans, loans for truck owners, and loan refinancing. They were determined to challenge the market and do everything possible to ensure that their business not only survived, but thrived like a palm tree on a tropical island.

    Customer headaches: the four horsemen of the apocalypse

    The client did not come to us empty-handed, but with a whole list of problems, each of which could spoil anyone’s mood:

    Checking the usability of the site

     

    1. Низька конверсія сайту: трафіку – хоч греблю гати, а заявок – як кіт наплакав. Схоже, попередній підрядник вважав, що юзабіліті сайту – це щось з області фантастики, і потенційні клієнти блукали сторінками, як туристи в незнайомому місті без карти.
    1. High cost per lead: the advertising budget melted like ice cream in the sun because no one bothered to thoroughly analyze search queries, segment the audience, and set up negative keywords. Money seemed to be spent at the same rate as at a student party after a scholarship.
    2. Problems with moderation in Google Ads: financial topics are like a red rag to a bull, i.e., to advertising systems. Ads were constantly being rejected, and it took not just creativity, but real diplomatic talent to get around all the pitfalls.
    3. Lack of detailed analytics: advertising campaigns were launched at random, without any understanding of what users were doing on the site, what they were interested in, and what stopped them from completing the coveted application. It’s like playing darts blindfolded – the chances of hitting the target are slim.
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      Our task: mission accomplished! Our main task was like a complex game of chess: we had to completely rethink the approach to the advertising campaign, optimize the website, and make sure that investments in advertising brought profit rather than headaches.

      We were as ready for this challenge as climbers are for conquering Mount Everest!

      Act Two: Operation Improve

      Comprehensive website audit: dismantling the “rubble”

      Before rushing into the fray, we conducted a thorough audit of the client’s website to identify all the pain points that prevented them from collecting a crop of applications.

      As you know, in order to build a skyscraper, you must first lay a solid foundation.

      What did we find? Archaeological excavations

      Traffic distribution by device

       

      What did we do? Repair work

      It’s like reconnaissance before an important mission!

      Connecting and setting up call tracking
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        Work on optimising advertising campaigns
        Work on optimising advertising campaigns
        Setting up chatbots

        Act three: the semantic core. Words are weapons!

        Semantic core: 5000+ key queries. We are looking for treasures!

        We had a clear idea that the semantic core is the foundation of a successful advertising campaign. It’s like a treasure map that leads to cherished customers.

        How did we work with keywords? Jewelry work

        We collected more than 5000 keywords using Ahrefs and Google Keyword Planner, which are true treasure hunting tools. The final semantic core included 2500 of the most relevant queries.

        It’s like selecting the best diamonds from a pile of rough stones.

        What did it do? A golden rain!

        We reduced advertising costs by 28%: every penny began to work like a well-oiled machine.

        We optimized the conversion funnel: the path to an application became as straight and short as a runway for an airplane.

         

        Act four: Google Ads. New strategy – new victories!

        Google Ads optimization: a new structure. Reboot!

        Having figured out the website and semantics, we started working on Google Ads.

        Advertising is the engine of commerce, but without the right setup, this engine can stall.

        What has been changed? General cleaning

        We completely rebuilt the advertising account, dividing campaigns by service and region. It’s like putting your closet in order: put everything on the shelves to make it convenient and clear.

        Structure of advertising accounts after optimization
        Solving the gluing problem
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          The result: victory after victory!

          For the period from January 2020 to December 2021:

          According to the results for the period from January 2020 to December 2021

           

          The final chord: impressive results!

          The results of the work: triumph!

          After all our efforts, the results were such that we wanted to dance with joy:

          Results after 12 months of work
          Reducing the cost of a lead by 2 times
          Working with CPL networks

          Why do customers choose us? The secret ingredient

          Our clients choose us for the same reasons they choose their favorite restaurant:

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          Ready to grow your business? Contact us and we will develop a strategy specifically for you! Don’t waste time – act now!

           

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