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  • Debt consolidation
  • Meta (moved from Google Ads)
  • India
  • 90 days

A debt-consolidation platform cut its cost per lead by 87%

A debt-consolidation platform was paying ₹600–800 per lead on Google Ads and losing its account to repeated restrictions. We paused, fixed compliance, and rebuilt acquisition on Meta with education-led ads and retargeting.

Client not named: covered by a non-disclosure agreement.

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The challenge

Aggressive Google Ads campaigns were expensive and kept breaking platform rules. Each restriction stopped lead flow, and acquisition cost rose month on month.

  • Repeated restrictions

    Messaging violations led to restrictions and suspensions.

    Fixed in step 01

  • Wrong platform for the stage

    Google Ads' cost and strict rules didn't suit an early-stage debt-relief product.

    Fixed in step 02

  • No quality signal

    Sales outcomes never reached the ad platform.

    Fixed in step 03

What we did

  1. Pause and compliance audit

    Stopped Google Ads immediately and audited every ad, page and claim against platform policy.

    Fixes: repeated restrictions

  2. Move to Meta

    Rebuilt acquisition on Meta with creative testing, education-led ads that explain debt consolidation, and retargeting for people who engaged.

    Fixes: wrong platform for the stage

  3. Compliant funnel and sales feedback

    Built a compliant lead funnel and fed sales outcomes back to the campaigns so they optimised for quality.

    Fixes: no quality signal

Before and after

  • Cost per lead

    Before₹600–800
    After₹90

  • Monthly ad spend

    Before₹40K
    After₹2.5L

Cost per lead uses the midpoint of the starting range (₹700 = 100). Spend is indexed to the starting month.

What drove the result

  • Right platform.

    Meta suited education-led selling better than search for this product.

  • Compliance built in.

    Clean messaging ended the cycle of restrictions.

  • Education over pressure.

    Ads explained the product, which brought better-informed enquiries.

  • Sales feedback.

    Quality signals let spend grow without cost per lead rising.

When cost per lead keeps rising, a bigger budget rarely fixes it. The right platform, compliant messaging and a feedback loop do.
The key takeaway

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Send us view access, your landing page and your ad links. A strategist replies within four business hours, and your report reaches WhatsApp and email within forty-eight.

The compliance check is a marketing review, not legal or regulatory advice. Final approval stays with your compliance officer.

Saurav& ZubairCo-foundersBrown Men Marketing