ZappLoans: 38,700+ qualified loan applications via Google Ads
38,700+ qualified loan applications at a 9.5% CTR.
ZappLoans is a fintech platform offering instant personal loans to working professionals in India with same-day disbursal. Their goal: scale borrower acquisition at a defensible cost per qualified applicant, reaching high-intent users who needed fast credit and were underserved by traditional lenders.
Overview
Who ZappLoans is and what they came to us with.
ZappLoans serves working professionals in India who need fast personal credit (10K to 5L INR) with same-day disbursal. The user is searching at the moment of need: an unexpected expense, a planned purchase, a credit gap. They will choose the first credible lender that approves their application inside 30 minutes.
The challenge
What was hard before we started.
- 01 Personal-loan search auctions in India are some of the most expensive on Google, dominated by HDFC, Bajaj Finserv, and aggregators with deep pockets.
- 02 Loan queries are heavy on tyre-kickers: people researching, comparing, or with credit profiles that will never convert. Smart Bidding needed credit-quality signal to optimize correctly.
- 03 Most fintech ad copy reads identical: ‘instant loans’, ‘low interest’, ‘no paperwork’. Differentiation is hard inside Google’s RSA limits.
Snapshot
What changed when we took over the account.
- Generic ‘instant loan’ copy lost to HDFC and Bajaj on volume
- Conversions = application started (heavy tyre-kicker noise)
- Bidding flat across geos, time-of-day, salary cycles
- Time-to-disbursal positioning (‘approved in 30 minutes’)
- Conversions = application qualified (cleared eligibility filter)
- 9.5% CTR vs 4-6% fintech-category baseline
Engagement cadence
Four checkpoints from audit to scaled outcome.
Week 1
Audit + conversion infra wired
Week 2
Account rebuild + creative shipped
Week 3
Launch on 30% spend ramp
Month 3
Cost-per-meeting holds; full spend
Our approach
Four moves that made the difference.
Disbursal-time positioning
Lead ad copy with the actual time-to-disbursal (‘approved in 30 minutes’, ‘cash in your account same day’). Speed beats interest-rate copy when the reader is in the moment of need.
Credit-quality conversion model
Reframed the conversion from ‘application started’ to ‘application qualified’ (passed eligibility filter). Smart Bidding learned to bid up for users likely to clear the credit threshold.
Geo and time-of-day discipline
Bid modifiers around payday windows, salary-cycle dates, and metro vs tier-2 city patterns. Spend paused in time slots where historical data showed zero approvals.
RSA testing at scale
Three to five RSA variants live concurrently per ad group, refreshed every two weeks based on assets-by-asset performance reporting.
Tools we ran
38,700+
qualified loan applications
Results
What the engagement produced.
ZappLoans served 1.5M impressions to high-intent loan-seeking users, captured 137K clicks at a 9.5% CTR (above the fintech baseline of 4 to 6 percent), and produced 38,700+ qualified loan applications. The shift from ‘application started’ to ‘application qualified’ as the conversion action meant Smart Bidding optimized against credit-quality signal rather than raw click volume.
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