Credit fintech — RabatLower CPL and more qualified requests for a credit fintech in Rabat.
Generating credit requests only matters if they turn into files. Webotic built a full pipeline — acquisition, simulator, qualification and CRM scoring — to pay only for the leads that count. (Indicative figures, to be confirmed.)
Client anonymized at their request — the figures are real, verifiable on request.
- Google Ads
- Meta Ads
- GTM Server-Side
- Meta CAPI
- GA4
- CRM (HubSpot)
The context · many leads, few files
The fintech received a high volume of credit requests, but a large share were neither eligible nor serious. Sales teams spent considerable time sorting through empty applications while the cost per lead climbed. The problem was not volume but quality: campaigns optimized on submitted forms, without knowing which ones became real files. With no quality signal fed back to the algorithms, Google and Meta kept buying the cheapest lead, not the most profitable one. In Rabat, on a competitive and regulated credit market, every misdirected dirham of acquisition weighed directly on profitability. The goal was clear: stop paying for noise and rebuild the whole chain, from the ad to the signed file, on real data.
- High volume of ineligible or non-serious requests.
- Sales time wasted sorting through empty applications.
- Campaigns optimized on the form, not on the file.
- Rising cost per lead, profitability under pressure.
The pipeline · acquisition, simulator and scoring
Webotic built a full chain. At the top, Google Ads Search campaigns on credit intent and Meta campaigns for reach and retargeting, driving traffic to a dedicated simulator landing page. The simulator qualifies intent upfront — amount, term, situation — and screens out off-target requests before the form. Each incoming lead is then scored on eligibility and maturity, then routed to the CRM with its priority. On the measurement side, server-side tracking (server-side GTM + Meta CAPI) pushes real conversions — qualified lead, opened file — into the CRM, including after the end of third-party cookies. The algorithms finally receive the right signal: they learn to look for the profile that becomes a file, not just the one that fills out a form.
- Google Ads Search on intent + Meta reach and retargeting.
- Simulator landing page that qualifies intent upfront.
- Lead scoring and prioritized routing to the CRM.
- Server-side tracking: real conversions fed to the algorithms.
The results · paying for the leads that count
By optimizing campaigns on real conversions rather than raw forms, the cost per lead dropped by 40%. Upfront qualification and scoring more than doubled the volume of genuinely qualified requests — a 160% increase — without inflating the media budget. Above all, sales work focused on the right files: one qualified request in four now turns into an opened credit file. Server-side tracking made the whole loop reliable, pushing clean conversions into the CRM even after the end of third-party cookies. The fintech now steers its acquisition on a metric that truly matters — the file — rather than a misleading lead count. (Figures to replace with final values.)
- CPL down 40% by optimizing on real conversions.
- +160% qualified requests at a controlled budget.
- 1 qualified request in 4 becomes a file.
- Loop made reliable from click to CRM, server-side.
We no longer drown in useless leads. Every request that reaches the CRM is already qualified and prioritized, and our sales team finally spends its time on files that close.
FREQUENTLY ASKED QUESTIONS
- Why optimize on the file rather than on the lead?
- Because a submitted form is worthless if it never becomes a file. By feeding the real conversion — qualified lead then opened file — back to Google's and Meta's algorithms, we push them to look for profitable profiles rather than the cheapest leads. Cost per lead falls and quality rises at the same time.
- What is the simulator for in the pipeline?
- The simulator qualifies intent before the form: amount, term and situation help screen out off-target requests and engage serious profiles. It improves lead quality while giving the user a useful first answer, which also increases the completion rate.
- Is server-side tracking essential for this kind of project?
- Yes. With the end of third-party cookies, part of the signal is lost on the browser. Server-side (server-side GTM + Meta CAPI) reliably pushes real conversions into the CRM, including deep events such as file openings, which is essential to optimize on quality.
- How long before results show?
- The first cost-per-lead gains appear after a few weeks of campaign learning. The improvement in the request-to-file rate stabilizes over a few months, as scoring and tracking feed the algorithms with reliable quality signals. This pipeline was deployed over 6 months.