Texas Trust Credit Union | Case Study

37%

Decrease in CPA

76%

Increase in conversions

669

Funded accounts and loans

The Client

Texas Trust Credit Union is a member-owned financial institution serving communities across North Texas. With a broad portfolio spanning everyday banking, auto lending, mortgages and other financial products, Texas Trust focuses on helping its members build stronger financial futures while maintaining the personalized service of a local credit union.
Texas Trust partnered with Impressive to strengthen its paid media acquisition strategy and create a more measurable connection between digital advertising and actual funded business.

The Challenge

For a financial institution, generating a digital conversion is only part of the story.
The real measure of success is what happens further down the funnel: Are those prospects completing applications? Are they being approved? And, ultimately, are those applications turning into funded accounts and loans?

Texas Trust needed a paid media strategy capable of generating qualified demand across multiple financial products while also providing clearer visibility into which campaigns were producing tangible business outcomes.

The initial focus centered on two key acquisition areas:
Checking Accounts
Auto Loans

As performance matured, First-Time Home Buyer was introduced as an additional growth opportunity.

The Strategy

Impressive built a multi-campaign Google Ads strategy combining Performance Max and Search across Texas Trust’s priority financial products.

Rather than evaluating success solely through Google Ads conversion volume, the strategy connected campaign performance with Texas Trust’s internal reporting to understand what was happening further down the acquisition funnel.

This allowed the team to evaluate campaigns based on funded accounts and loans, not simply form submissions.

Early performance quickly revealed an important opportunity: Performance Max was capable of generating significant acquisition volume efficiently, particularly for Checking.

At the same time, Search allowed the team to capture highly motivated users actively searching for products such as online checking accounts and credit union financing.

As campaign data accumulated, budgets and optimization decisions increasingly focused on the products, audiences and campaign types producing actual funded business.

The Results

The impact became clear when campaign performance was connected with Texas Trust’s internal reporting.

From April through June, Impressive campaigns contributed:

669 funded accounts and loans

That included:

286 funded outcomes in April
262 funded outcomes in May
121 funded outcomes in June

Checking became an especially strong acquisition engine.

In April, Checking Performance Max generated 190 funded accounts. The campaign repeated that performance in May with another 190 funded accounts — resulting in 380 funded Checking accounts across just two months.

The financial impact was equally significant.

April alone generated approximately $1.52 million in booked dollars attributable to the campaigns.

But the strategy wasn’t limited to Checking.

Auto Loans continued contributing funded lending volume, while the expansion into First-Time Home Buyer began establishing an additional acquisition channel. By June, First-Time Home Buyer had already generated 13 funded outcomes.

The result is a paid media program that can be evaluated on something far more meaningful than clicks or platform conversions.

It’s generating funded members and borrowers for Texas Trust.

The Takeaway

By connecting paid media performance with Texas Trust’s internal funded-account data, Impressive was able to move beyond traditional advertising metrics and optimize toward the outcomes that actually matter to the business.
In just three months, the campaigns contributed 669 funded accounts and loans, while Checking PMAX alone produced 380 funded accounts across April and May.
The partnership has also created a foundation for continued growth across multiple product lines — using real funded-account performance to determine where Texas Trust should invest next.

Hit your Goals

Our clients achieve more because we become their business partner, not a service provider. With one digital marketing agency responsible for your entire strategy, everything gets simpler. Hit your goals faster with the elite of Austin’s marketing talent who use tools, not shortcuts. Here’s how we do it.