Google Ads | Case Study
F15’s approach to AI based Marketing
Driving B2C Growth by Enhancing Lead Quality with Google AI.
Client
Unlock Technologies is a B2C company in the home financing space that partnered with Four15 Digital to efficiently scale revenue through improved lead quality for a new refinancing product.
Challenge
Search intent for the product was extremely high (with correspondingly competitive CPCs), but the audience size lacked the scale needed for Unlock to hit its revenue goals. Other campaign types, including Performance Max and Display, offered avenues for lead generation that had historically produced efficient leads at scale – but with a low proportion of qualified leads that did not support the brand’s performance goals.
AI-Driven Measurement Solutions
Phase 01
Leverage AI advancements and data integrations
The Four15 team applied its deep experience in Google Ads to take advantage of major improvements in AI-powered bidding, targeting, and data tools. We focused on offline conversion imports and customer match accuracy, using them to train Google’s algorithms with high-quality, user-level data across the entire funnel.
Phase 02
Expand into non-search campaigns to improve lead quality
With the algorithm trained, we strategically expanded into Performance Max and Display campaigns. This allowed us to scale lead generation while filtering for prospects who met key criteria like credit score, home value, and home equity—resulting in a higher volume of qualified leads.
Impactful Insights and Optimization
The results were transformative. Along with proving that we could use Google’s AI features to access new qualified-user inventory for more efficient engagement costs, Four15 drove the following year-over-year gains in Q1 2025:
25%
Revenue increase from Google Ads
123%
Increase in qualified leads from Google Ads
40%
Decrease in CPQL (Cost per Qualified Lead) from Google Ads
29%
Increase in the proportion of qualified leads to raw leads
14%
Increase in average deal size
ROAS expected to improve significantly once 90-day latency is fully incorporated into the campaign results.