The Challenge
What CapitalFirst NBFC Was Up Against
CapitalFirst had a high loan disbursement capacity but was failing to attract quality applicants online. Their digital acquisition was plagued by three core issues:
- Poor keyword strategy: The account was bidding on high-volume, generic terms like "personal loan" and "instant loan" — dominated by big banks and fintechs with massive budgets. CapitalFirst’s ads were rarely seen above position 4, and clicks were expensive.
- Unoptimised landing pages: The application form had 12 fields, no EMI calculator, and loaded in 6+ seconds on mobile. Bounce rate exceeded 78%.
- No call tracking or call campaigns: Many high-intent users prefer to call, but CapitalFirst had no call-only ads or call extensions. Missed 40%+ of potential conversions.
- No remarketing: Over 85% of website visitors left without applying. Without a retargeting funnel, these users were lost forever.
The result? A CPA of Rs. 12,000 per loan — nearly 3x the target of Rs. 4,000. Monthly loan applications stagnated at ~1,200, and digital contributed only Rs. 8.5 Crore in disbursements. Competitors like Bajaj Finserv, Tata Capital, and IIFL dominated search results.
🔍
Our Diagnosis
The root issue wasn't budget — it was strategy. Same spend, smarter allocation.
The Strategy
How We Approached Finance & BFSI
AK Network Solutions deployed a four-pillar strategy combining account structure overhaul, landing page conversion optimisation, call campaigns, and layered remarketing. We used proprietary AI scripts for bid management and audience segmentation.
01
Diagnostic First
150-point audit across technical, content, competitive, and channel layers before any execution.
02
Intent Mapping
Buyer journey mapped to actual search patterns — not just volume data, but intent and conversion likelihood.
03
Channel Prioritisation
Budget allocated to channels with the fastest, clearest path to ROI first. No vanity spend.
04
Measurement Framework
Revenue attribution set up from day 1. Decisions driven by real data, not activity reports.
Execution
Month-by-Month Breakdown
Here’s exactly what we did, week by week, during the 5-month engagement:
Month 1
Technical Foundation
Full technical audit, critical fix resolution, analytics/tracking setup, conversion baseline established. Zero live campaigns until foundation was solid.
Month 2–3
Content & Campaigns Live
Priority content published. Campaigns launched with conservative budgets. A/B testing started across messaging, creatives, and landing pages.
Month 4–5
Scale & Optimise
Winners scaled. Budget shifted to highest-ROAS activities. Rankings begin moving meaningfully. CPL starts dropping below target.
Month 6+
Compound Growth
Results compounding. Organic authority builds without proportional spend increase. CapitalFirst NBFC targets consistently exceeded.
The Results
Before vs After — 6 months
All numbers are verified from Google Ads, CRM, and CapitalFirst’s internal systems. Here’s the full breakdown:
3x
Loan Applications (1,200 → 3,600/month)
68%
CPA Reduction (Rs.12,000 → Rs.3,800)
28%
Approval Rate Improvement
Rs.28 Cr
Monthly Digital Disbursement
Before
Baseline
Pre-engagement
→
After 6 months
3x
Primary KPI
“
★★★★★
“The results went beyond what was agreed at onboarding. AK Network Solutions combines genuine AI capability with senior human judgement — they make data-driven decisions, not assumptions. The organic results in particular continue compounding well after the initial engagement.”
C
Senior Leadership
CapitalFirst NBFC — Finance & BFSI
FAQs About This Engagement
Questions We Get About This Case
What was the first action AKNS took?
+
We started with a comprehensive diagnostic — not guesswork. Every technical issue, content gap, and competitive opportunity was documented before a single campaign went live.
How frequently did you report progress?
+
Weekly ranking/performance updates via dashboard, plus monthly video calls with data walkthrough. Zero fluff — we showed what moved and what we changed.
Was the result sustained after the campaign?
+
Organic SEO results compound. 12 months post-campaign, the core rankings held and continued improving with minimal maintenance spend.
What was the client's team involvement?
+
Minimal. We handle strategy, execution, and reporting end-to-end. The client reviewed monthly reports and approved content — typically 2–3 hours/month total.
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