WHAT WE DID

Full-Funnel Media Tactics, Zip Code Targeting, Paid Search Audit, Campaign Restructuring, Bidding Optimization, Google Keyword Optimization, B2B Segmentation.

Mile Marker executed a dual-pronged strategy to optimize Webster Bank's digital footprint. For the Focused Lending campaign, we implemented a full-funnel media strategy utilizing radio, digital, print, and search tactics to reach key MSA regions with precise zip code targeting, shifting optimizations to deep engagement metrics.

Simultaneously, for the Business Banking campaign, we conducted a comprehensive Paid Search Audit and strategic overhaul, taking over from a previous agency to correct foundational tracking and structural inefficiencies. The success of this overhaul laid the groundwork to scale Webster's B2B business by 4x.

Overcoming Targeting Hurdles and Campaign Misalignment

As a community-focused, regional institution, Webster Bank sought to drive distinct business outcomes across two major initiatives:

• Focused Lending: Webster Bank aimed to generate awareness and market penetration in highly specific local markets, including New Haven, Long Island, Bridgeport, and Cambridge. The goal was to reach moderate-income renters and specific minority communities using a full-funnel media mix, measuring success through deep engagement metrics like Click-Through Rate (CTR) and Time on Site (15+ seconds) rather than lower-funnel volume.
• Business Banking: Webster Bank realized the need for a complete digital overhaul of their existing B2B search campaigns, which were previously run by an old agency. An initial audit revealed a Google Ads optimization score of just 63.1%. A new strategy was needed to efficiently acquire high-quality business leads and establish enough confidence to expand their B2B segmentation.

Each campaign presented its own unique hurdles:

• Focused Lending Challenge: The primary obstacle was effectively deploying hyperlocal campaigns that could meet precise targeting in key MSA regions and zip codes without sacrificing the scale needed to drive meaningful awareness. Furthermore, the campaign had to strictly adhere to Fair Lending advertising guidelines while transitioning optimizations away from traditional form submissions to engagement KPIs.
• Business Banking Challenge: The campaign structure was inefficient and misaligned with business goals. Key issues included broad location targeting risking out-of-market waste, improper grouping of match types, and non-brand keywords triggering brand and competitor searches. This disrupted the strategy to separate campaign types, compounded by broken tracking due to unlinked Google Analytics and Google Ads accounts.

Strategic Realignment: Hyperlocal Optimization and Account Transformation