Client Overview:
A regional banking institution aimed to grow deposits across its Certificate of Deposit and Money Market products. The client wanted to reach consumers with strong intent to invest while increasing brand visibility in high-value markets.
Objective:
The goal was to drive qualified deposit growth using a balanced media strategy that connected awareness and conversion. Specific objectives included:
• Generating measurable increases in new CD and Money Market account openings
• Optimizing media efficiency to improve ROI
• Strengthening brand recognition in competitive local markets
Strategy:
-
Paid Search
• Focused on users actively searching for terms related to deposit products such as “best CD rates,” “money market account,” and “high-yield savings.”
• Implemented dynamic ad copy and keyword optimization to align with market rate fluctuations and consumer intent.
• Used geo-targeting to prioritize high-value DMAs with strong deposit potential. -
Digital Out of Home
• Deployed location-based DOOH placements near financial districts, commuter routes, and high-traffic retail areas to drive top-of-funnel awareness.
• Integrated DOOH exposure data into retargeting segments for cross-channel continuity. -
Search Retargeting
• Re-engaged consumers who previously searched for deposit-related products but had not yet converted.
• Optimized bidding and frequency to balance reach and efficiency.
Results:
The integrated campaign produced exceptional performance:
• More than $20 million in new deposits attributed to campaign efforts
• $900,000 total media investment across all channels
• Conversion rates exceeded financial industry benchmarks for deposit campaigns
• Strong cross-channel synergy between DOOH exposure and paid search engagement, reinforcing brand credibility and intent-driven conversions
Takeaway:
This campaign demonstrated the power of combining upper-funnel awareness channels with intent-based media to drive measurable business outcomes. The combination of Paid Search, DOOH, and Search Retargeting created a full-funnel pathway that translated media investment directly into substantial deposit growth.