Credlix is a fintech platform offering trade finance solutions — import factoring, EXIM financing, and domestic working capital — to Indian businesses. When I took over their Google Ads account, the challenge was generating quality B2B leads at scale across multiple verticals and geographies with a controlled cost per lead.
Trade finance is a high-intent but low-volume search category. The target audience — importers, exporters, and working capital-seeking businesses — searches using highly varied terminology. The account was running broad geo-targeting at a pin-code level across 36 locations, with no negative keyword architecture and limited RSA variants.
Irrelevant traffic from personal loan, education, and MSME-related searches inflating CPL
No city-level or product-level campaign segmentation — everything lumped into single campaigns
Mexico campaign running without Spanish-language validation and missing crucial negative keywords
No audience segmentation or age exclusions — budget wasted on non-decision-maker profiles
The business needed decision-maker-level leads — CFOs, business owners, and procurement heads — who were actively seeking trade finance. The goal was to build a structured, scalable account with product-level and geo-level visibility while keeping CPL in a commercially viable range.
Build separate campaigns for each product vertical (Import Factoring, EXIM, Domestic Shield, Buyer-Supplier)
Implement a rigorous negative keyword architecture to eliminate non-business intent queries
Expand into the Mexico market with a localised, geo-targeted campaign structure
Run parallel CVO (Conversion Value Optimisation) testing on the Domestic Shield vertical
A structured, phase-by-phase playbook tailored for B2B fintech lead generation
Added 58 negative broad match keywords in the first sweep — eliminating searches for personal loans, Mudra schemes, education, jobs, kirana, and other B2C noise. This alone reduced wasted spend significantly in the first 30 days.
Restructured the account into 6 distinct campaigns — Import Factoring, EXIM, Domestic Shield (two variants), India Buyer-Supplier, and Mexico. Each campaign got its own budget, bid strategy, and ad copy tailored to the specific product and buyer persona.
Continuously tested and refreshed RSA assets across all campaigns — updating headlines, descriptions, and CTAs to align with search intent. Multiple RSA variants were A/B tested to identify top-performing asset combinations per vertical.
Replaced 36-pin-code targeting with broad India country-level targeting for Import Factoring, while the EXIM campaign added negative country restrictions. Mexico campaign received granular geo-targeting by trade corridor cities.
Applied negative age ranges and added data segments to the EXIM campaign to focus budget on decision-making demographics (business owners, senior management). This improved CVR quality, not just volume.
Ran a separate Benefits-Focused CVO variant of the Domestic Shield campaign with 3 new ad groups, fresh RSAs, and a distinct bidding strategy. This allowed direct comparison of benefit-led vs feature-led messaging on CVR performance.
Account restructured, campaigns rebuilt from scratch. CPL initially high at ₹339–₹536 while learning period completed. 528 conversions at ₹193 avg CPL by December.
The strategy kicked in. CVR peaked at 22% and CPL dropped to record lows — hitting ₹81 in April and ₹105–₹116 in Jan–Feb. 3,269 conversions in just 4 months.
Maintained consistent performance at ₹350–₹420 CPL with high volume — 10,000+ impressions monthly. Launched Mexico campaign, expanded EXIM with 80+ new keywords, and ran CVO testing on Shield.
Account continues running with stable CTR of 10.5–11.3% and CVR of 11.5–12.5%. ₹370–₹385 CPL range — competitive for B2B fintech. 590 conversions in Q1 2026 alone.
Each campaign was built and managed independently with tailored strategy for its vertical and audience
| Campaign Vertical | Geography | Focus | Key Wins | Status |
|---|---|---|---|---|
|
Import Factoring
Lead Gen
|
Pan India | Trade Finance | 58 negatives added, geo expanded from pin-code → India, RSA refreshed | Active |
|
EXIM – Lead Gen
Export-Import
|
India | EXIM Finance | 80+ keywords added across 3 match types, data segments + age ranges applied | Active |
|
Domestic Shield
Lead Gen
|
India | Working Capital | 51+ keywords managed, 2 pause/activate cycles, 7 RSA edits, 3 budget adjustments | Active |
|
Domestic Shield CVO
Benefits-Focused
|
India | CVO Testing | 3 new ad groups, 3 RSAs, parallel A/B test vs feature-led campaign | Active |
|
India Buyer-Supplier
B2B Trade
|
India | B2B Finance | 85+ keywords in initial build, 4 RSAs, custom goal tracking, A/B ad group testing | Active |
|
Mexico – Lead Gen
International
|
Mexico | International | 50+ keyword iterations, 5 RSA updates, 15 negatives, 2 activation cycles | Active |
In B2B fintech, eliminating bad-fit searches (personal loans, education, jobs) delivers more value than adding new keywords. The 58-keyword negative build in week 1 was the single highest-impact action in the account.
Keeping Import Factoring, EXIM, and Domestic Shield in separate campaigns made budget decisions clearer and allowed different bidding strategies per product — something a unified campaign simply can't do.
The first 3 months (Oct–Dec 2024) showed high CPL. By Feb 2025 — after structural changes settled — CPL hit ₹75. The account needed time to learn, but the architecture set it up to scale efficiently once it did.
Whether you're in fintech, SaaS, or professional services — I can build the Google Ads infrastructure that converts at scale.