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Case study · Business credit & funding

Spotlight Funding: ads that find businesses, not just people.

Spotlight Funding helps small businesses get funding and business credit. Its Facebook ads were bringing in private individuals instead of companies, and no one could connect ad cost to sales. We rebuilt the measurement, set new KPIs and tested the campaigns and the website until cost per acquisition fell and revenue grew.

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3D illustration of a stage spotlight sorting lead tokens: business leads pass into a funding vault while consumer leads drift away.

Business credit & funding · 2020 · Facebook Ads · Analytics · A/B testing

The situation

Spotlight Funding builds corporate credit profiles for small businesses and matches them with lenders looking to fund them. The goal was more revenue, a higher website conversion rate and a lower customer acquisition cost, but three things stood in the way: many Facebook leads were ordinary people rather than businesses; the user journey wasn't measured, so cost per acquisition wasn't connected to sales; and the website wasn't built for its audience, with no onboarding emails behind it.

What we did

  1. Analysed the historical data, mapped the key touchpoints of the user journey and defined new KPIs.
  2. Built an analytics system that tracks the ads, user engagement, on-page behaviour and campaign effectiveness in one place.
  3. Split-tested the campaigns and the website: new creatives, sharper audience targeting, lower cost per click and a smoother path for visitors.

What moved

The series of experiments lowered the cost per acquisition and raised the conversion rate, which grew overall revenue. The original case study notes that Spotlight Funding went on to become one of the leading business credit and funding companies in its industry.