Growing deposits with precise targeting
A community bank wanted to grow deposits in a competitive market.
Broad, wasteful media in a crowded financial market.
First-party audience onboarding, competitor conquesting and a rebuilt conversion-focused site.
The work behind the number
Six months, reviewed monthly
Targeted by financial behaviour and life-stage signals rather than broad age-and-income brackets.
Excluded existing customers from acquisition media so the budget stopped paying to reach people already banking there.
Matched creative to the product actually being opened, rather than running one general brand message.
Reported on funded accounts, not applications — the only number the bank’s board treats as real.
Deposit growth is not an awareness problem in a market where every bank advertises. It is a relevance problem. Reaching fewer, better-qualified households with the right product beats reaching everyone with a general one, and it costs less.
- Funded accounts, not applications
- Cost per funded account
- Deposit balance per acquisition
- Existing-customer exclusion rate
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