SAFE Financial and SAFE Debt Management
Fixing the data behind a Google Ads account spending $40,000 to $70,000 a month, to bring down the cost per funded loan.
13%
lower blended cost per funded loan in the first four months, with 7% more loans funded each month
$191
blended cost per funded loan in April 2026, the lowest on record
41%
lower cost per funded loan on Brand, with 9% more loans funded on 36% less spend
The client
An Australian consumer lender whose biggest new-business channel is Google Ads, with 11 live campaigns across Brand, Bad Credit, Cash Loans, Small Personal and WA, plus its sister brand SAFE Debt Management.
The challenge
Cost per funded loan was above benchmark. The cause was not spend. It was gaps in conversion tracking, incomplete offline conversion data, conflicting goals and an over-segmented account.
What we did
A senior-led advisory partnership since February 2026, working alongside the in-house team
Rebuilt all 56 ad groups and set Scored Applications as the primary conversion
A revamped scoring method for API-based offline conversion tracking, built with SAFE’s Marketing, IT and Google teams
Keyword consolidation, a Brand restructure and new SAFE Debt Management campaigns
Monthly strategy sessions built on funded-loan data, not just platform conversions, including state-by-state consolidation forecasts and budget-capped campaign reviews
Results
Blended cost per funded loan down 13%, from $246 to $214, comparing February to May 2026 with the six months before
Funded loans up 7% to an average of 227 a month, on 7% less monthly spend, as at August 2026
April 2026 delivered a $191 blended cost per funded loan, the lowest on record
Google Ads cost per conversion down 20%, from $38.67 to $30.93, as at August 2026
Brand cost per funded loan down 41%, from $51 to $30, with 9% more funded loans on 36% less spend
Cash Loans NSW cost per funded loan down 73% in two months, from $1,125 to $303
Blended cost per funded loan is Google Ads spend divided by Google-attributed funded loans in SAFE’s CRM.
A live SAFE Financial search ad.
“Her knowledge of Google Ads, AI, and digital marketing is truly impressive. She’s helped us better understand our campaigns, identify new opportunities, and implement strategies that have made a real difference to our business.”
Lisa Mathews, SAFE Financial