A short-term loan offer run into the Mexican market via a mix of push and native traffic over 4 weeks — 480 completed applications at $6.20 average CPA, $2,976 total spend.
The task
By the start, the advertiser had confirmed demand but no controllable volume. Needed to launch a short-term loan offer into the Mexican market via a mix of push and native traffic and generate a flow of completed applications.
We worked the "Microfinance" vertical in the Mexico market. Payment model — CPA per application, main sources — push traffic, native advertising.
How we did it
We split the work into several parallel tracks.
- Built creatives around a specific, named financial need (car repair, medical expenses, tuition) instead of a generic "need money now" pitch.
- Ran push and native traffic in parallel and tracked each channel's conversion at the application-form stage, not just raw click volume.
- Simplified the application form from 9 fields to 5 midway through the campaign.
What went wrong
The bottleneck turned up somewhere we didn't expect. Nearly a third of users who reached the application form never completed it — abandonment, not click price, turned out to be the main funnel loss.
Shortened the application form from 9 fields to 5, which lifted the completion rate by nearly 20% — a stronger lever than any creative or targeting change made during the campaign.
The result
The result was a controllable volume with predictable economics. Over the four weeks: completed applications — 480, average cpa — $6.20, total spend — $2,976.
Over 4 weeks the campaign delivered 480 completed applications at $6.20 average CPA and $2,976 spend; final budget allocation shifted to roughly 60/40 in favor of native traffic, despite its higher click price.
What we took away
- A specific, named financial need in the creative beats urgency language alone.
- Push can deliver more raw volume while native traffic converts better at the form stage; channels are worth comparing at that stage, not by clicks.
- Simplifying the application form can drive a bigger completion gain than creative or targeting changes.
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.