Maximize Conversions (Target CPA) With 1st-Party CRM Retargeting via Google DV360

Client Overview

ProFIX is a Ukraine-headquartered FinTech company and certified SWIFT Business Partner with over 25 years of experience in the banking and financial services sector. The company serves 250+ institutional clients across 40+ countries, powering 30,000+ service locations. Core offerings include SWIFT connectivity and consulting, MoneyGram integration, a universal payment hub, and custom money transfer solutions. Recent partnerships with Visa have expanded ProFIX’s product portfolio into card-based payment processing.

Campaign Objective

The campaign aimed to convert stalled CRM leads into qualified sales conversations by running a Maximize Conversions bidding strategy with a Target CPA cap inside DV360. The target conversion event was a completed demo request or consultation booking submitted through ProFIX’s landing pages. DV360’s automated bidding algorithm would optimize impression-level bids in real time, prioritizing users from the CRM audience most likely to complete this action within the CPA ceiling set by the finance team.

The campaign sought to increase product awareness for ProFIX’s newer offerings – the Universal Payment Hub and Visa-powered solutions – among existing CRM contacts whose prior engagement centered on legacy SWIFT services. Retargeting creatives would resurface ProFIX as a broader FinTech partner, not only a SWIFT integrator, addressing a common perception gap within the existing pipeline.

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Audience & Targeting

First-party CRM data was the core targeting layer. ProFIX uploaded hashed emails and phone numbers of non-converted contacts from the past 18 months into DV360 as a Customer Match audience, enabling retargeting across Search, YouTube, Gmail, and Display. A secondary segment focused on existing SWIFT clients with no engagement in newer products. This cross-sell audience received tailored messaging promoting the Universal Payment Hub and money transfer solutions.

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Platform & Channels

Media ran across a curated inclusion list of financial services, banking technology, and payments industry publishers. Gmail placements targeted matched CRM users with Sponsored Promotions formatted as native inbox ads. YouTube placements ran on curated lineups covering banking technology, FinTech conferences, and SWIFT-related content. Brand safety filters excluded consumer finance and cryptocurrency content to preserve ProFIX’s institutional positioning.

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Creative and Formats

Two creative tracks ran in parallel. The reactivation track targeted stalled pipeline contacts with messaging focused on removing the conversion barrier: “Book a 15-Minute Demo” and “Speak With a SWIFT Migration Specialist.” Copy emphasized speed of onboarding and zero-cost initial consultation. The cross-sell track targeted existing SWIFT clients with product-education messaging for the Universal Payment Hub and Visa-powered card solutions, positioning ProFIX as a full-stack payment infrastructure partner.

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Geo-Focus

The campaign ran across ProFIX’s core operating markets: Ukraine, Kazakhstan, Azerbaijan, Georgia, and Uzbekistan. Secondary allocation covered select EU markets where ProFIX maintains SWIFT Service Bureau clients. Budget weighting reflected CRM contact density per region, with Kazakhstan and Ukraine receiving the largest share based on pipeline volume.