PORTFOLIO / UNITED BANK
UNITED BANK OF WEST MICHIGAN
A CONVERSION-FOCUSED PAID MEDIA ENGINE READY TO GROW BEYOND IMPRESSIONS
From disconnected campaigns and broken tracking to a structured, multi-channel acquisition system that drives consistent, attributable lead generation across Google, Meta, and LinkedIn.
INDUSTRY
FINANCIAL INSTITUTION
ENGAGEMENT TYPE
PERFORMANCE PARTNERSHIP
LOCATION
GRAND RAPIDS, MICHIGAN
SERVICES
PAID GOOGLE, META, AND LINKEDIN ADVERTISING, RETARGETING, CRO, SEO/AIO
BEFORE VALLURE
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Existing campaigns across paid search and LinkedIn were active but oriented toward impressions and traffic rather than attributable lead generation. Without a clear conversion framework, it was difficult to understand which campaigns, audiences, and messages were actually driving qualified business outcomes.
Conversion tracking had been deployed incorrectly, limiting attribution across key lead actions including mortgage applications and business banking inquiries. This made meaningful optimization impossible and left the account unable to direct spend toward what was actually working.
Messaging across paid media assets lacked the consistency and cohesion the United Bank brand deserved. Campaign creative did not fully reflect the bank's voice or its community-first positioning, creating a disconnect between how the brand showed up in market and how it operated in person.
Meta represented a significant and entirely untapped opportunity within the media mix, with no structured prospecting or retargeting program in place to capture and nurture demand across that audience.
OUR
APPROACH
We approached this engagement by rebuilding the paid media foundation around conversion, ensuring every channel was structured to drive attributable outcomes rather than surface-level visibility.
MEASUREMENT AND ATTRIBUTION
We began by correcting conversion tracking and attribution across key lead-generation events including business banking inquiries and mortgage applications. This gave the account a reliable measurement foundation and allowed campaign optimization to align to the outcomes that mattered most to the business.
BRAND ALIGNED MESSAGING
We established a cohesive messaging framework across all paid media and creative assets, ensuring campaign language consistently reflected United Bank's voice: local, personal, capable, and solutions-oriented. This created greater consistency between the brand's digital presence and its in-person reputation.
GOOGLE ADS
We expanded campaign coverage across personal checking, mortgages, and business banking offerings. A deliberate test-and-scale approach helped identify emerging search themes, refine keyword strategy, and capitalize on high-intent demand as it developed across each product category.
META ADS
We launched a structured Meta program from the ground up, building campaigns with varied creative and distinct messaging angles across prospecting and retargeting layers. As the program matured, audience and creative optimization improved reach, traffic quality, and remarketing performance, ultimately contributing a meaningful increase in overall lead volume.
LINKEDIN ADS
We rebuilt the LinkedIn program to drive awareness and consideration among a clearly defined business audience, then evolved it toward lead generation using gated content offers. This created stronger visibility into engaged companies and gave sales and account teams more actionable insight into where business interest was building.
THE
RESULTS
A multi-channel paid media system built around conversion that turned existing digital spend into a consistent, attributable lead generation engine.
40+
AVERAGE MONTHLY LEADS GENERATED
33%
INCREASE IN LEAD VOLUME DRIVEN BY META
5X
INCREASE IN PAID MEDIA TRAFFIC
22.5k
MONTHLY IMPRESSIONS ON LINKEDIN
READY TO BUILD WHAT’S NEXT?
If you’re looking for a partner to bring clarity, structure, and performance to your marketing, we’d love to connect.