Funnel & targeting rebuild
Redesigned the entire digital funnel for conversion and built highly targeted campaigns for each banking product across Meta, Google and LinkedIn.
City Bank · Financial Services · Meta · Google · LinkedIn
Rebuilt City Bank's digital lead funnel to win better customers at lower cost
City Bank set out to transform its digital lead generation — acquiring higher-quality banking customers at a lower cost per lead. I redesigned the funnel end to end, so paid media produced qualified, conversion-ready leads instead of cheap clicks.
- Role
- Performance Marketer
- Sector
- Banking & Financial Services
- Channels
- Meta · Google · LinkedIn
- Focus
- CPL & lead quality
Results at a glance
+45%Growth in qualified leads
−19%Reduction in cost per lead
3Product funnels built — cards, loans, savings
▲Lead-quality score improved
The brand
A major bank that needed quality leads, not just cheap clicks
City Bank is one of Bangladesh's leading private commercial banks. Its digital lead-generation engine needed to acquire high-quality customers at a lower cost — turning online acquisition into a conversion-focused funnel rather than a volume game.
The brief: redesign the path from first impression to qualified application, so every taka of media spend brought in leads the bank could actually convert.
What I set out to do
- Redesign the entire digital funnel for maximum conversion
- Lower cost per lead while raising lead quality
- Build product-specific campaigns for cards, loans and savings
- Continuously test and optimise landing pages and creatives
- Score and prioritise leads on quality, not just volume
The approach
Optimise the whole funnel, one banking product at a time
Instead of chasing the lowest possible cost per click, I rebuilt the funnel around conversion quality — then tuned each banking product as its own campaign.
Test, measure, refine
Continuous A/B testing on landing pages and ad creatives, optimised against cost per lead, conversion rate and a lead-quality score.
How the funnel was tuned
- Product-specific messaging for credit cards, loans and savings accounts
- Landing-page and creative A/B tests run continuously
- Optimisation anchored on CPL, conversion rate and lead quality
- Channel mix balanced across Meta, Google and LinkedIn
The creative
Product-led campaign creative
Conversion-focused creative built around each banking product and the audience it was meant to reach.
The results
Better leads, at a lower cost
| Metric | Result |
|---|---|
| Qualified leads | +45% |
| Cost per lead | −19% |
| Lead quality | Improved (higher-scoring leads) |
| Products scaled | Credit cards, loans, savings |
| Channels aligned | Meta, Google, LinkedIn |
Cheaper leads only matter if they convert — so we optimised for quality, not just cost.
Mahdi Hasan · Performance Marketer
Execution snapshot
How the funnel was run
| Focus | Implementation |
|---|---|
| Platforms | Facebook / Meta, Google Ads, LinkedIn |
| Products promoted | Credit cards, loans, savings accounts |
| Optimisation focus | CPL, conversion rate, lead-quality score |
| Testing | Landing pages & ad creatives (A/B) |
| Funnel | Redesigned end to end for conversion |
My role
What I owned
- Redesigned the end-to-end digital lead funnel
- Built and ran product-specific acquisition campaigns
- Led continuous A/B testing on landing pages and creative
- Optimised toward CPL, conversion rate and lead quality
- Aligned Meta, Google and LinkedIn into one acquisition system
What I took from it
Key insights
Quality over volume
In financial services, a smaller pool of well-qualified leads beats a flood of cheap ones.
One funnel per product
Cards, loans and savings each convert on different intent — so each earned its own campaign.
Test everything
Continuous page and creative testing is what steadily pulled CPL down.
Measure the right thing
Optimising to lead quality, not just cost per lead, is what made acquisition profitable.
Why this case matters
Turning digital acquisition into a profit centre
City Bank's transformation shows how a conversion-focused funnel can reshape lead generation for financial services — lowering cost per lead while lifting the quality of every customer acquired.
Brand website
www.citybankplc.com ↗