Vault improved ROAS by 10x, while scaling budget by 2x with Kaya

I can always rely on Kaya to deliver deep insights on a daily and weekly basis, helping us understand our growth and develop creative strategies.

Ahmed Shafik

Cofounder

About Vault

Vault is a fintech startup providing corporate banking solutions for Canadian businesses operating worldwide. With Vault, business owners now have access to a comprehensive suite of banking products and services to effectively manage their finances across borders, all without worrying about fees or minimum balances. Backed by Google’s Gradient Ventures, Fin Capital and other renowned investors, Vault empowers entrepreneurs with a more affordable and efficient banking solution.

The Challenge

Prior to our partnership, Vault hadn't achieved consistent results with Google Ads but recognized its potential as a powerful growth channel. Google is a high-intent channel well-suited for fintechs, and we knew it would work — as shown by its success with competitors through our competitor analysis and our experience working with fintechs.

The key challenges faced were:

1. Competing against legacy banks with significant resources: These established players had huge marketing budgets, brand equity, as well as years of historical data to power their campaigns
2. Gaps in specialized marketing expertise: Vault has a very capable technical team but they lacked a marketing partner who is as technical and understands the in-and-out of tracking and attribution
3. Inefficient marketing workflows for fast iteration: Vault initially managed its campaigns in-house, but they lacked the expertise, time, and systematic approach needed to iterate effectively.

To break through, Vault needed a compatible marketing partner who has deep experience in growing startups, being extremely data-driven, and able to iterate fast as they do.

With Kaya's fintech expertise and iterative marketing approach, Vault achieved a 10x return on ad spend (ROAS) through optimized Google campaigns.

Here’s What We Did

1. Optimized Google Ads

• We conducted a thorough audit on their existing campaigns, as well as analysis on their competitor ads.
• Leveraging our experience working with fintechs, we swiftly pinpointed key priority areas, including effective keywords used by competitors and crafted ad copy to make Vault stand out in the market.
• We then rigorously tested different keyword themes and refined our strategies, leading to consecutive signup breakthroughs.

2. Enabled Full Visibility into Cohort-level ROAS and Improved Traffic Quality with Robust Reporting Framework

• We collaborated with Vault’s team to build a reporting framework that provided granular insights, allowing us to calculate revenue and CAC at the business level.
• This enabled cohort-level ROAS analysis, empowering the team to make data-driven investment decisions across channels and ads.
• Our analytics enabled us to refine ads targeting high-value customers. Instead of focusing solely on basic metrics like cost per signup, we delved into deeper funnel metrics to reveal the cost per transacting customer.

3. Established Effective Iteration Cycles

• Before Kaya, Vault hired freelancers for its marketing operations. However, they lacked the systematic approach and high standards Vault was accustomed to in their product development.
• We established a continuous feedback loop with structured workflow and clear documentation on marketing experiments.
• This process not only enabled rapid testing, learning, and iteration, but established a flywheel for both marketing and product teams, leading to record-breaking signups consecutively.

Results

The partnership between Kaya and Vault delivered impressive results:

• 10x improvement in ROAS, while scaling budget by 2x
• Enabled full visibility into cohort-level ROAS and improved traffic quality with robust reporting framework
• Established consistent iteration cycle; leading to consecutive months of record-breaking signups

By combining expertise from both Vault and Kaya with a robust reporting framework, Vault has been able to iterate smarter and faster - all while keeping laser-focused at what they do best.

Their impressive user growth demonstrates what’s possible when a great team building a great product pairs with great marketing.

Want to see 10x ROAS for your startup too?

Kaya is your ready-made growth partner.

With our seasoned team and marketing analytics from the get-go, we’ve helped more than hundreds of startups like yours scale growth with paid ads, all while saving significant time and money.

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