How we cut a national
finance firm's cost per
customer by 44% —
with paid media and AI.
A National Finance Firm / Google Ads + Meta Ads + AI
National Financial Services Provider
Anonymised at client's request
Financial Services
Google Ads · Meta Ads · AI Implementation
Ongoing (18 months)
-44% CPA
The Brief
A national financial services provider with a serious marketing budget and two problems quietly cancelling each other out: the cost of acquiring a customer kept climbing, and the sales team was buried in leads that went nowhere.
They weren't short on activity — Google and Meta were both live, both spending. The problem was efficiency. Too much budget was buying people who were never going to convert, and the firm's best advisers were finding that out one phone call at a time.
Their marketing director brought us in to fix the economics. Not more leads — better ones, answered faster, at a lower cost.
Initial Situation
- Cost per acquisition rising month on month across both Google and Meta
- Sales team drowning in low-intent leads, with no way to separate good from junk before dialling
- First response measured in hours — by which point prospects had already gone elsewhere
What We Did
Full-Funnel Paid Media
We rebuilt Google and Meta to stop competing and start working together — high-intent Search and brand defence on Google, prospecting and retargeting on Meta, targeting tightened around the customer profiles that actually open accounts. All of it built inside the client's FCA compliance sign-off, not around it.
AI Lead Scoring
We built a custom lead-scoring model trained on the client's own historical conversion data. Every inbound lead from Google and Meta is scored and routed in real time — hot prospects straight to the phone team, everyone else into nurture. The sales team stopped burning hours on leads that were never going to close.
AI Response Agent
We deployed an AI agent to handle first response and triage: answering common questions instantly, capturing the right details, and booking qualified prospects straight into an adviser's calendar. Average response time went from around seven hours to under two minutes.
What happens to a lead now
Lead lands
A form comes in from Google or Meta. No queue, no spreadsheet — it goes straight into scoring.
Scored in real time
A model trained on the firm's own conversion history grades every lead before a human ever sees it.
Hot → adviser
<2 min
Avg first response — down from ~7 hours
Everyone else → nurture, until they're ready.
The Results
Cost per acquisition
Across Google + Meta-44%
The cost to win a customer fell by nearly half across both channels combined — while qualified applications more than tripled.
<2 min
Avg lead response time
+210%
Qualified applications
2.9×
Return on ad spend
CPA, ROAS and application figures are taken from the client's own ad accounts and analytics; response times are measured in the client's CRM. Results cover the first 18 months of an ongoing engagement.
"We came to Qwestyon with two problems: cost per acquisition climbing, and a sales team drowning in leads that led nowhere. They fixed both. The paid media is sharper than it's ever been — but the real difference is the AI layer they built on top. Leads are scored and answered before a competitor has even picked up the phone. It's changed how our whole commercial team works."
Marketing Director
Paying more for every customer?
If your CPA keeps climbing and your sales team keeps chasing dead leads, the economics are fixable. We'll show you exactly where — built around your compliance process, not against it.