VelocityM / Case Studies / Performance Marketing
● United Kingdom · Fintech · Performance Marketing

40% LOWER
COST PER LEAD.
REVENUE DOUBLED
IN 6 WEEKS.

UK-BASED FINTECH COMPANY
United Kingdom · Cross-Border Payments · Growth Company
Systems Used: Performance Marketing · Meta Ads · Google Ads · Landing Page Optimisation
40%
Lower Cost Per Lead
2×
Monthly Revenue
6W
To Results
3
Prior Operators Failed
01 / The Situation

THE ADS WERE RUNNING. THE REVENUE WAS NOT.

This UK-based fintech company had tried three operators before VelocityM. Not cheap ones. Established agencies with case studies and retainer agreements and account managers who sent weekly reports full of impressions and reach and engagement rates.

None of them moved the revenue.

The company helps freelancers and remote workers move money across borders without the fees and delays that traditional banking charges. The product was working. Word of mouth was positive. The unit economics made sense. The paid acquisition channel was not converting.

The problem was not the ad spend. The company was spending consistently across Meta and Google. The problem was that the spend was not reaching the right people, the landing pages were not built to convert, and the creative was generic enough that no one in a crowded UK fintech feed stopped scrolling for it.

Three operators had diagnosed the problem as budget. The real problem was structure. They briefed VelocityM in week one of Q2. By the end of week six, monthly revenue had doubled.

3
Operators Before VelocityM
Each one recommended more budget. None of them restructured the system.
$0
Incremental Ad Spend Added
Same budget. Rebuilt structure. The results came from efficiency, not spend.
6W
From Brief to Doubled Revenue
Week one to restructure. Week two to launch. Weeks three to six to compound.
02 / What We Did

MORE BUDGET IS NOT
THE ANSWER. BETTER STRUCTURE IS.

Every operator the company had worked with before recommended increasing the budget when results stalled. That is the wrong diagnosis. Budget amplifies structure. If the structure is broken, more budget makes it fail faster.

We started by pulling the account apart. Every campaign, every ad set, every creative. Then we rebuilt from the customer backwards.

01
ACCOUNT AUDIT AND REBUILD

Week one was an audit. We pulled every campaign, every ad set, every audience, and every creative from the existing account and mapped what was actually happening versus what the reports said was happening.

The findings: targeting was too broad on prospecting. Retargeting audiences were overlapping with prospecting audiences, meaning the company was paying twice to reach the same person. Creative was rotating but not testing. Landing pages had three different calls to action on the same screen.

None of these were budget problems. All of them were structure problems. We rebuilt the account from scratch in 5 days.

02
CAMPAIGN ARCHITECTURE

The rebuilt account ran three campaign types in a structured funnel. Cold prospecting campaigns targeting high-intent audiences: remote workers, freelancers, international contractors. Warm retargeting campaigns for site visitors and video viewers who had shown interest but not converted. A separate conversion campaign for users already in the sign-up flow who had not completed.

Each campaign had a single job. Each audience was exclusive, no overlap. Each creative was written for one specific person at one specific stage of the decision.

The Meta account went from 4 campaigns with no clear structure to 11 campaigns with defined roles, exclusive audiences, and specific creative per stage.

03
LANDING PAGE OVERHAUL

Traffic means nothing if the page it lands on does not convert. The company's existing landing pages were company-focused. They explained what the company was. They did not address why a freelancer with a payment problem should sign up today instead of next week.

We rebuilt two landing pages. One for the freelancer audience. One for the remote contractor audience. Each page had one headline, one value proposition, one call to action. No navigation. No distraction. Conversion rate on the rebuilt pages increased 2.3× in the first two weeks.

03 / The Numbers

SAME BUDGET. REBUILT SYSTEM.
COMPLETELY DIFFERENT RESULTS.

40%
Reduction in Cost Per Lead
From the account rebuild and audience exclusion strategy. No budget increase required.
2.3×
Landing Page Conversion Rate
Rebuilt pages with single CTA vs. original multi-action pages. Measured in week 2.
2×
Monthly Revenue by Week 6
The compounding effect of lower CPL, higher conversion rate, and structured retargeting.
Metric Before VelocityM After VelocityM
Cost per lead Baseline 40% lower
Landing page conversion rate Baseline 2.3× higher
Monthly revenue Baseline 2× in 6 weeks
Campaign structure 4 campaigns, no funnel logic 11 campaigns, structured 3-stage funnel
Audience overlap High — paying twice for same users Zero — exclusive audiences per stage
Landing pages 1 generic page, 3 CTAs 2 audience-specific pages, 1 CTA each
Ad spend Same Same — results came from structure, not budget
Operators tried before 3 — all recommended more spend 1 — rebuilt the system instead

The company did not need more budget. They needed an operator who understood that performance marketing is a systems problem, not a spend problem. The same money that was producing weak results before produced doubled revenue after the structure changed. That is what a rebuilt account looks like.

04 / The Transformation

WHAT A PERFORMANCE SYSTEM LOOKS LIKE VERSUS A PERFORMANCE SPEND.

Before VelocityM
✕Ads running. Revenue not moving. Three operators, same advice: spend more.
✕Audiences overlapping. Paying twice to reach the same person.
✕Generic landing page with three CTAs confusing every visitor.
✕No funnel structure. Cold and warm audiences treated identically.
✕Creative rotating without testing. No learning. No improvement.
✕Weekly reports full of reach and impressions. No revenue correlation.
After VelocityM
✓11 campaigns. Each with a defined job, exclusive audience, stage-specific creative.
✓Zero audience overlap. Every dollar reaching a new person at the right stage.
✓Two audience-specific landing pages. One headline. One CTA. 2.3× conversion rate.
✓3-stage funnel: cold prospecting, warm retargeting, conversion recovery.
✓Structured creative testing. Winners scaled. Losers cut. Budget moves to results.
✓Revenue doubled in 6 weeks. No incremental spend required.
05 / Why It Works

MOST OPERATORS OPTIMISE THE WRONG VARIABLE.

When a performance marketing account is not delivering, the standard agency response is to recommend a budget increase. More impressions. More reach. More data to optimise against. What they are really saying is: the current structure is not working and we do not know why, so let us run more of it and see what happens.

That is not a strategy. That is a delay.

Performance marketing fails for one of three reasons: the wrong people are seeing the ads, the right people are seeing the ads but the creative does not make them act, or the right people click and the page does not convert. All three are structure problems. None of them are budget problems.

The company had all three. The account rebuild addressed all three. The budget stayed the same throughout. What changed was the system the budget was running through.

By week six, the same spend was producing twice the revenue. Not because we spent more. Because we built the structure that the spend deserved.

"NONE OF THEM CAME CLOSE. NOT EVEN THE EXPENSIVE ONES."

Within 6 weeks, our cost per lead dropped 40% and we doubled monthly revenue. I have worked with 3 operators before VelocityM. They all told me to spend more. VelocityM rebuilt the system. That is the difference.

Co-Founder
UK-Based Fintech Company · Cross-Border Payments

The company's account now runs a structured testing protocol. Every new creative is tested against a control. Winners are scaled. Budget moves automatically to the highest-performing ad sets each week. The system improves on its own.

Your Build Starts Here

YOUR ADS SHOULD
BE WORKING.

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