From this we developed a profile and understanding of people who were busy running their shop and had new stock coming in which they had to pay for. Or a couple running a cafe who wanted to spruce up their interior before winter struck and their al fresco diners had to come inside away from the cold.
With this understanding, we were able to develop a landing page which spoke to these people. A page which would provide them with an alternative to waiting months for a bank loan when purchasing stock or renovations couldn't wait. A page which converted at 54%.
With the page in mind, we built out our search strategy, our ad creative and implemented goal tracking measures.