Bay Street Lending — 46 live responsive search ads across 7 campaigns, built to A/B test 3 distinct messaging angles and find the highest-converting copy for every product line.
Every ad group runs two ads simultaneously. Google serves both, and over time the data tells us which resonates with each audience segment. We built three distinct angles — each targeting a different buyer mindset.
Leads with the marketplace mechanics — one application reaches 50+ lenders, you get 2-3 real offers with clear terms. Backed by $250M+ facilitated and 2,500+ businesses served.
Leads with the Wall Street pedigree — founded by an investment banker whose teams restructured Casper Sleep and Sam Ash Music. $150M+ funded across 2,500 deals. 20+ years experience.
Targets borrower frustration — the pain of applying lender-by-lender, getting ghosted, unclear terms. Positions BSL as the antidote: apply once, decide smart, no games.
These 46 ads are now running head-to-head across all 7 campaigns. Here's the testing roadmap.
All 46 ads are live and serving. Google rotates the variants within each ad group, splitting impressions between the original and the new A/B test creative. Every click, impression, and conversion is being tracked per ad.
We monitor click-through rates (CTR), cost-per-click (CPC), and conversion rates per ad variant. We identify which headlines and descriptions Google is favoring and which ads are earning more impressions.
With enough data, we compare performance across three levels: ad vs. ad (which variant wins in each ad group), angle vs. angle (does Marketplace Proof beat Founder Credibility?), and asset vs. asset (which individual headlines and descriptions drive the most clicks and conversions).
Winning ads stay. Losing ads get paused and replaced with new variations informed by the data. The best-performing headlines and descriptions from round one become the foundation for round two creative. This cycle continues to drive continuous improvement.