How GrowthSpree Drove a 10X Jump in Daily Transactions for Salt
A full-funnel performance program across Facebook, Google Discovery, and LinkedIn that grew Facebook leads 7X at 50% lower cost — and now drives 80% of Salt's total leads through performance marketing.
Salt × GrowthSpree — At a Glance
- GrowthSpree drove a 10X increase in Salt's daily transactions through a full-funnel performance marketing program.
- Facebook leads grew 7X while cost per lead dropped 50%, scaling Salt to more than 500 leads a month.
- Google Discovery added a 5X lift in leads with cost per acquisition down 20–30%.
- Performance marketing now drives 80% of Salt's total leads, up from an unproven channel mix.
- Winning creatives were recycled across Facebook, Google Discovery, and LinkedIn, with continuous audience exclusions protecting lead quality.
The Mission
Salt is a neo-banking solution stitched together to ease payments and documentation, bringing business banking to a digital-first, automated, end-to-end platform. To grow, Salt needed a steady, efficient flow of high-quality leads that would convert into real transactions.
The Challenge
The goal was to optimize the entire funnel and bring down the global lead cost while maintaining lead quality. That meant finding the channels that actually fit Salt's target group, then scaling them efficiently — turning paid spend into both more leads and more daily transactions, without letting costs creep or quality slip.
Key Challenges Identified
Baseline: Where Salt Started
| Spend | Paid budget spread across channels with no proven winner; the plan was to test on small budgets, then scale week over week where performance proved out. |
|---|---|
| CAC / cost per lead | Global lead cost was too high across the funnel — later reduced 50% on Facebook and 20–30% on Google. |
| Lead quality vs volume | Volume needed to grow without diluting quality, since more leads only matter if they convert into real transactions. |
| Channel fit | No clarity on which paid channels actually fit Salt's target group, so spend couldn't be allocated with confidence. |
Our Strategy
Optimize the full funnel: bring global lead cost down while protecting quality. After an initial month of testing, we concentrated budget on Facebook — the best fit for Salt's target group — unlocked Google Discovery as a high-quality lead source, and kept LinkedIn running for lead generation, scaling spend week over week as performance proved out.
The GrowthSpree Approach
We tested broadly on small budgets, then doubled down where the data led. Facebook emerged as the strongest channel for Salt's target group, so we scaled it with database lookalike and broad audiences. Google Discovery proved a gold mine for quality leads, using creatives already winning on Facebook and LinkedIn. LinkedIn continued contributing leads alongside both.
The throughline was funnel optimization: scale budget week over week while actively driving cost per lead down and protecting lead quality through continuous audience and creative refinement.
Strategy at a Glance
Campaigns
Tested broadly on small budgets, then concentrated on Facebook (lookalike + broad) and Google Discovery (keyword-level) as the best-fit channels, with LinkedIn running alongside.
Bidding & budget
Scaled Facebook budget ~40% and Google 20–30% week over week, using CPA capping so spend grew without cost runaway.
Creative & audiences
Recycled winning creatives across Facebook, Google Discovery, and LinkedIn, and continuously excluded irrelevant audiences to protect quality.
Funnel optimization
Optimized the whole funnel to drive global lead cost down while holding lead quality, turning spend into both more leads and more transactions.
How GrowthSpree Saved the Day
Database lookalike and broad audience targeting, validated on small budgets and then scaled ~40% week over week. Leads grew 7X while cost per lead dropped 50% — taking Salt to 500+ leads a month at a very low CPL.
Google Discovery
Keyword-level targeting on Google Discovery with creatives proven on Facebook and LinkedIn. We scaled budget 20–30% week over week, reduced CPA capping 20–30%, and kept testing creatives — driving a 5X increase in leads with ongoing audience exclusions.
LinkedIn ran as a steady lead-generation channel alongside paid social and search, reinforcing the same audience and creative learnings to keep Salt visible to its professional, business-banking buyers.
Our Plan of Action: Test, Scale, Optimize
Find the channels that fit Salt's target group, scale them as performance proved out, and drive the global lead cost down without sacrificing quality.
Test Broad, Then Concentrate
Ran a testing phase across channels on small budgets to learn what worked, then focused spend on Facebook as the clear best fit for Salt's target group, with Google Discovery emerging as a high-quality second engine.
Scale What Works, Week Over Week
Applied small-budget learnings at scale — growing Facebook budget ~40% week over week and Google 20–30% — while actively reducing CPA capping so spend scaled without cost runaway.
Optimize the Full Funnel
Recycled winning creatives across Facebook, Google Discovery, and LinkedIn, and continuously excluded irrelevant audiences — driving the global lead cost down while protecting lead quality across the whole funnel.
The Results: Outperforming Performance Marketing
Daily Transactions
Lead Growth
Per Lead
Facebook scaled to 500+ leads a month at a very low CPL, Google Discovery added a 5X lift, and performance marketing now drives 80% of Salt's total leads — powering a 10X increase in daily transactions.
The Business Impact
What the full-funnel program delivered where it counts — pipeline, qualified volume, acquisition cost, and revenue.
Performance Breakdown
A closer look at how each channel scaled leads, drove down cost, and reshaped where Salt's leads come from.
| Channel | Lead growth | Cost efficiency | Role |
|---|---|---|---|
| 7X leads | 50% lower CPL | Primary — 500+ leads/month | |
| Google Discovery | 5X leads | 20–30% lower CPA | High-quality second engine |
| Steady contribution | Cross-channel creative synergy | Ongoing lead generation | |
| Overall | 80% of leads via paid | Global lead cost down | 10X daily transactions |
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