How Bridge optimized $41K+ in ad spend and identified their highest-converting campaigns with Attribution
When Bridge needed to understand which of their 30+ Google Ads campaigns were actually generating qualified leads — not just clicks — they turned to Attribution for full-funnel, keyword-level visibility across their entire financial services marketing operation.
57,288
impressions tracked across 30+ campaigns
85%+
of all conversions from top-performing campaigns
6.0%
conversion rate on hotel financing keyword
15+
zero conversions campaigns eliminated
About
Bridge is a financial services company specializing in asset-based lending, business loans, equipment financing, factoring, and commercial real estate financing. Serving businesses across the United States, Bridge offers a wide range of commercial lending products — from ground-up construction loans and hotel financing to purchase order funding and accounts receivable factoring — helping businesses access the capital they need to grow.
“Attribution gave us the visibility to see which campaigns were actually generating qualified leads — not just traffic. We could finally connect ad spend to real business outcomes across every product vertical.”
Cletus McKeown
SVP, Marketing & Growth @ Bridge
Challenge
30+ campaigns, dozens of keywords, and no clarity on what was actually working
Before Attribution, Bridge was running an extensive Google Ads operation across more than 30 campaigns spanning their full product suite — business loans, hotel/hospitality lending, equipment financing, factoring, commercial mortgages, mezzanine lending, and more. Each campaign had multiple ad groups and keyword strategies (broad, exact, and phrase match), generating thousands of impressions and hundreds of clicks per month.
The problem: Bridge had no reliable way to connect ad clicks to actual qualified leads and business outcomes. Google Ads could report impressions, clicks, and basic conversion pixels — but couldn’t tell Bridge which campaigns were generating real pipeline versus just burning budget.
This created a fundamental allocation problem for a financial services company with diverse product verticals:
Which product verticals (hotel lending vs. business loans vs. factoring) deserved more spend?
Were broad match campaigns capturing qualified intent, or just generating noise?
Which geographic targeting strategies (national vs. regional “corestates”) performed better?
Were branded campaigns cannibalizing organic traffic, or adding incremental value?
With over $41,000 in monthly spend spread across 30+ campaigns, these blind spots meant Bridge was almost certainly over-investing in underperforming verticals and under-investing in their highest-converting opportunities.
“We were running campaigns across every product vertical we offer, but couldn’t tell which ones were actually generating real business.”
Cletus McKeown
SVP, Marketing & Growth @ Bridge
Solution
Attribution revealed the campaigns driving real conversions — and where to cut
Bridge integrated Attribution with their Google Ads account, and the platform immediately began tracking the full journey from ad impression to site visit to qualified lead. For the first time, Bridge could see how each campaign, ad group, and keyword contributed to actual business outcomes — not just clicks.
With Attribution, Bridge gained access to:
Campaign-level conversion attribution: Instead of relying on Google’s default conversion tracking, Bridge could now see true conversion data at the campaign level. This revealed that their hotel/hospitality lending campaigns were the clear efficiency leader — with the “hotel financing” keyword generating a 6.0% conversion rate from 68 visits, dramatically outperforming the overall portfolio average of 1.56%.
Product vertical performance ranking: Attribution made it clear which product verticals deserved investment. Hotel/hospitality lending and business loans (both exact and phrase match) accounted for the vast majority of conversions, while verticals like equipment financing ($5,352 in spend with zero conversions), factoring ($2,036 with zero conversions), and several commercial lending categories were generating traffic but not qualified leads.
Match type optimization: Attribution showed that exact match and phrase match campaigns significantly outperformed broad match in conversion efficiency. The corestates business-loan-exact campaign generated 5.0 conversions from $5,846 in spend (1.57% CVR), while the phrase match campaign generated 4.0 conversions from $5,466 (0.98% CVR).
Geographic strategy insights: Regional (“corestates”) campaigns for business loans generated strong conversion volume, while national campaigns showed a more mixed picture — performing well for hotel lending but underperforming for other verticals.
Elimination of waste: Attribution identified 15+ campaigns that were generating zero conversions despite active spend — including asset-based lending, commercial mortgage, commercial refinance, equipment financing, factoring, franchise, medical, physician, mezzanine, venture/convertible debt, working capital, and purchase order campaigns — enabling Bridge to reallocate budget to proven performers.
“We could finally see — at the campaign and keyword level — where our money was actually working.”
Cletus McKeown
SVP, Marketing & Growth @ Bridge
Results
Data-driven reallocation across 30+ campaigns with clear vertical winners
With Attribution, Bridge achieved:
Identified hotel/hospitality lending as the highest-efficiency vertical — the “hotel financing” keyword achieved a 6.0% conversion rate, nearly 4x the portfolio average of 1.56%
Optimized business loan campaigns — consolidated spend around the highest-performing exact and phrase match campaigns, which together generated 9+ conversions
Eliminated waste across 15+ underperforming campaigns — equipment financing, factoring, commercial mortgage, venture, working capital, and more showed zero conversions despite meaningful spend, enabling confident budget reallocation
Validated geographic strategy — regional “corestates” targeting delivered consistent conversion volume for business loan products
Keyword-level visibility — revealed high-performing niche keywords like “minority business loans” (18.2% CVR) and “business financing for women” (16.7% CVR) that warranted dedicated investment
Confident budget reallocation — Bridge shifted spend from 15+ underperforming verticals into the 3–4 campaigns proving real ROI
Attribution fundamentally changed how Bridge approaches marketing investment across their diverse product suite. Instead of spreading budget evenly across every vertical, Bridge now allocates based on proven conversion data — investing heavily where attribution data shows real business outcomes and cutting aggressively where it doesn’t.
“Attribution didn’t just help us optimize our ads — it showed us which parts of our business were actually growing from marketing, and which ones we were subsidizing.”
