CPA campaign with strict approval and hold control. Approval rate reached 78% through traffic pre-qualification.
The task
By the start, the advertiser had confirmed demand but no controllable volume. The goal was to raise the approval rate for a finance offer in Kazakhstan paid on approval, not on clicks or raw leads.
We worked the "Finance" vertical in the Kazakhstan market. Payment model — CPA per approved application, main sources — .
How we did it
The setup was built sequentially, testing hypotheses on small budgets.
- Built the campaign around pre-qualification rather than volume: added a short questionnaire before the main form.
- Used that questionnaire to filter out users unlikely to pass the lender's own checks.
- Tracked hold time (the delay between application submission and payout confirmation) as a separate campaign metric.
What went wrong
Not everything went according to plan. The client's market benchmark for approval sat at 35–40% on unfiltered traffic — raw lead volume wasn't converting into approved, revenue-generating accounts.
Added a micro-questionnaire before the main form — it cut raw lead volume by roughly a third but raised approval to 78%. Hold time also shrank, since pre-qualified leads gave the lender fewer reasons for manual review.
The result
Here are the final numbers for the buying period. Over the 2025: roi — 300%, approval rate — 78%, vs baseline approval — 2,1х.
Final ROI of 300% at a 78% approval rate — 2.1x above the client's market benchmark; the faster hold let confirmed revenue be reinvested into scaling sooner.
What we took away
- In offers paid on approval, pre-qualification matters more than raw lead volume.
- A faster hold isn't just convenience — it's the ability to learn earlier which cohorts actually work and reinvest in them.
These numbers belong to one specific setup, geo, and buying period. Economics will differ on another offer or in another season — we always recalculate them before launch.