How we scaled iwoca’s high-intent leads with +67% prospecting revenue and +14% ROAS
Paid Search
Iwoca Background
iwoca is one of the UK’s leading fintech lenders, offering fast, flexible business loans to SMEs. Already a mature advertiser with sophisticated analytics and years of paid media experience, iwoca partnered with NM to break through a plateau. Growth had slowed, and they needed clarity and sharper execution to reach the next level.
🚧 Challenges/ Objectives
Although iwoca had a strong setup, performance had stagnated:
ROAS was flat across core Paid Search campaigns
Campaigns overlapped and lacked clarity, making results hard to read
Limited visibility into which customer segments drove the most profitable revenue
The objective was clear: unlock growth and maximise lead revenue while protecting efficiency.
🛠️ Approach / Solutions
Restructured Campaigns: Rebuilt Paid Search accounts from the ground up, eliminating overlap and clarifying performance.
High-Intent Coverage: Doubled down on top-performing keywords with full coverage and specific campaign clusters.
Refined Segmentation: Used iwoca’s internal lead scoring to align spend with high-value conversions, not just volume.
Message Testing: Collaborated on new ad copy around iwoca’s USPs, improving relevance and engagement.
📈 Results / Growth (12 Months)
+14% ROAS uplift on Paid Search
+67% increase in conversion value
+80% CTR improvement on USP-focused ads
Delivered during iwoca’s most competitive period
🤝 Partnership Highlights / What Made It Work
What unlocked iwoca’s next stage of growth wasn’t just structure – it was trust and collaboration.
A joint focus on clarity and control
Alignment between media execution and internal analytics
A relationship built on rigour, speed, and transparency
