How A Full-Funnel Digital Marketing Campaign Drove Conversions & CTR
About
Carolina Wealth Advisors helps to educate clients about the concepts of financial management while providing access to different areas within the financial services environment.
Digital Strategies Implemented
These tactics covered all segments of the marketing funnel, and when combined with audience-first segmentation, Carolina Wealth Advisors could increase qualified website traffic. and drive appointment form fills.
Paid Search – Using Google and Bing search engines
Email with Retargeted Ads – Delivered to audience inboxes and retargeting across Google Ads
Native Article Ads – Published to the WMBF home page
Streaming TV (OTT/CTV) – Third-party vendor platform
Overview
Carolina Wealth Advisors was aiming to increase appointment form fills and qualified website traffic among adults aged 35–64 with mid-to-high credit scores. Measuring from December 2024 to April 2025, the campaign used a multi-channel digital approach combining paid search, streaming tv, email marketing, retargeting, and native advertising.
From awareness to conversion, each channel played a specific role in guiding users through the marketing funnel. With a data-driven targeting strategy and tailored messaging, the campaign addressed both challenges of brand visibility and audience behavior
Product Work Process
Conducted audience research and ZIP code performance analysis, with the sales rep. Then I supported technical setup including pixel installation, scheduling, and campaign launch.
Built a keyword list for paid search by using research tools and trends, and wrote ad copy that would appear with the results. wrote ad copy for native articles and emails, along with designing emails and retargeting creatives
Monitored campaign pacing and performance to create marketing reports that evaluated the effectiveness of tactics and provided insights that could be made to help reach their goals.
Campaign Challenges
The campaign faced two key challenges: an age-related engagement gap and low initial brand awareness. The older demographic (ages 55–64) showed limited interaction with digital channels like paid search and email, preferring more passive media. To effectively reach this group, the campaign prioritized streaming TV and native ads on WMBF News’ homepage; platforms aligned with their consumption habits. Additionally, despite offering credible services, the firm initially struggled with low brand recognition in the local market. This slowed early performance but steadily improved as consistent, multi-touch media exposure built familiarity and trust.
Goal Measurements
Paid Search CTR & Conversions
This was the core channel for conversions with this campaign. The visitors arriving from search engines were actively searching for financial advisors, making them high-intent leads. This channel directly contributed to appointment bookings, with March peaking at a 12.5% CTR (vs. ~5% industry average). The most efficient terms were highly specific, intent-driven phrases, which consistently drew strong engagement at a manageable cost. The most efficient terms were highly specific, intent-driven phrases, which consistently drew strong engagement at a manageable cost.
Email Open Rates & Engagement
Email brought in mid-funnel prospects with educational content and engaging CTAs. March’s email send hit a 19.6% open rate and generated over 1,000 clicks, showing strong engagement despite an older skewing age demographic. This shows that the email list was of strong quality with content that resonated.
Streaming TV Attributed Website Traffic
To detect traffic spikes following spots airing being served, tracking pixels and unique URLs were used. We observed a lift of 1,169 attributed visitors over the course of the campaign, showing the attribution model worked. Though not directly conversion-driven, Streaming TV was key to priming awareness and indirectly supporting higher search and email engagement.
12.4%
Paid Search
CTR
85%
Performance Rate
19.6%
Email Open Rate
1,169
Attributed Site Visits
Results
This campaign successfully activated a full-funnel digital strategy that aligned with the financial advisor’s goals of increasing visibility and driving qualified leads. Paid Search outperformed industry benchmarks, and provided the most qualified leads for the campaign. Email engagement remained strong, especially in March, validating the content strategy and list quality. Streaming TV and Native Ads helped build brand familiarity among less digitally active audiences, contributing to a noticeable lift in website traffic. Overall, the campaign demonstrated measurable success across awareness, engagement, and conversion metrics, positioning the client for continued growth in the Myrtle Beach DMA.
Solution
The campaign was deployed with a multi-channel strategy using precision targeting by age, location, and credit score across streaming TV, native ads, email and retargeting, and paid search.
Qualified leads could now be reached and engaged at all stages of the buyer’s journey. By utilizing advanced tracking and real-time reporting enabled agile adjustments, while clear, trust-building messaging helped convert interest into action.