If Mintos wanted to grow, the targeting needed to grow too. Opening the funnel without losing performance meant building a multi-channel strategy that combined awareness, intent, and efficient conversions.‍

‍

Making Google work harder with PMax‍

‍

Instead of switching off search, we proposed moving from standard Search campaigns to Performance Max (PMax).

‍

PMax is built for efficiency at scale: it taps into Google’s full network, allowing Mintos to reach potential investors much earlier than keyword-based targeting alone. This aligned perfectly with their goal of lifting brand awareness while keeping verified customers flowing in.

‍

We fed PMax with strong audience signals to guide the algorithm:

• Excluding existing customers and using them as a signal for lookalike targeting
• Layering Google’s intent-based audiences (people researching investment products)
• Uploading themed keywords to signal relevant investor intent
• Maintaining tighter age restrictions to improve quality

‍

This shifted Google from a pure BOFU channel to a more balanced performance engine, capable of delivering conversions and upper-funnel visibility.‍

‍

Scaling reach with Meta‍

‍

With Google restructured for efficiency, our next move was to introduce Meta as a core channel. Mintos had previously avoided Meta due to concerns about CPV, but for awareness-led scale, the trade-off made sense.

‍

Meta campaigns allowed us to:

• Reach fresh audiences early
• Build familiarity through visual formats
• Retarget efficiently using Meta’s on-platform signals‍

‍

‍Adding TikTok and UGC to unlock new efficiencies‍

‍

To push scale further, we introduced TikTok to the channel mix.

‍

TikTok delivered significantly lower costs than Meta, making it ideal for top-of-funnel reach. It also opened the door for more creator-led experimentation, presenting opportunities to explore UGC.

‍

We adapted our TikTok strategy on a per-market basis to optimise results. 

• Germany: This market was initially TikTok-heavy for prospecting, with Meta and GDN for retargeting, and PMax at the bottom of the funnel.
• Spain: This market was Meta-led for scalable conversions, with TikTok being used sparingly, and PMax supporting lower-funnel capture.
• France: A new market, where TikTok was used to drive cost-effective reach to increase awareness and supplement activity on Meta and Google.‍

‍

‍Building a true full-funnel ecosystem‍

‍

Across Meta, Google Display, PMax, and TikTok, we rebuilt Mintos’ paid presence as a full-funnel system, with each channel playing a defined role:

• Upper funnel: TikTok awareness, PMax video/display
• Mid funnel: Meta consideration, PMax cross-network placements
• Lower funnel: PMax Search, Google Display retargeting, Meta performance-drive

‍

We also tested multiple optimisation levers:

• €0 vs €50 vs €200 vs €500 signup bonuses
• Enforced verification during signup (which outperformed post-login verification)
• UGC creators, hooks, and narrative angles
• Static concepts and design variations
• Market-specific strategies for Germany and Spain

‍

The result was a campaign that stayed performance-led, but was no longer performance-limited.