Moneytree
The need never changes. Everything around it does.
Conversion & Marketing Technology
Creative & Content
Measurement & Attribution
Media Planning & Buying
Paid Search
Paid Social
SEO & Answer Engine Optimization
29.9%
Paid Search Conversion Rate
+5.7% to +26.2%
Lift in Branded Search Demand Across Every Market
$7.07
Cost Per Tracked Action
+25%
Paid Search Click-Through Rate
+72%
Branded Paid Search Clicks, Fastest-Growing State
48M+
Upper-Funnel Impressions, 24+ Months and Counting
The need never changes. Everything around it does.
Moneytree is a consumer lending and check-cashing business serving five western states. SnuggleMud has been its agency of record through every major market shift, evolving a fragmented, city-level search account into one connected program across search, social, connected TV, programmatic display, streaming audio and measurement the business can trust.
Challenge
Moneytree does not sell one thing to one market. A short-term loan customer in Nevada, a check-cashing customer in Washington and someone searching the brand by name in California are three different journeys, in three regulatory climates, with three different economics. The program also had to withstand market shocks, product changes and a measurement rebuild without losing the local urgency that makes the work effective.
Approach
SnuggleMud owns the strategy, allocation and measurement. Search captures active demand, split by state and product so brand, loans and check cashing are never judged on one blended number. Social supports prospecting and product promotion. Connected TV, online video, programmatic display and streaming audio build reach against the same state and product audiences the search program serves. When measurement stopped being trustworthy, the conversion framework was rebuilt rather than optimized around.
Outcome
Conversion definitions changed with the measurement rebuild, so totals from before and after it are not presented as one continuous trend. Within the current measurement period, paid search converts nearly three in ten clicks at approximately seven dollars per tracked action. Click-through rate is up roughly a quarter against the equivalent preceding period, while check cashing has become a funded, measurable product line rather than a rounding error.
+21%
Non-Brand Click-Through Rate
+52%
Loan Product Clicks
+ 5.7 to 26.2%
Lift in Branded Search Demand Across Every Market
$6.0M
Paid Search Media Managed, Full Relationship
2.7M
Paid Search Clicks
5
States Served
The Work
3
Product Lines
5
Active Channels
96+
Months and Counting
Paid Search by State and Product
Search captures active demand, split by state and product so brand, loans and check cashing are never judged on one blended number.
That structure evolved a fragmented, city-level search account into one connected program the business can trust.
Social Prospecting and Promotion
Social supports prospecting and product promotion, working alongside search rather than competing with it for credit.
That role keeps social focused on introducing products to new audiences across the five-state footprint.
Connected TV, Video and Programmatic Display
Connected TV, online video and programmatic display build reach against the same state and product audiences the search program serves.
Over 24+ months and counting, that upper-funnel work has delivered more than 48 million impressions.
Streaming Audio
Streaming audio extends the same reach strategy into another channel, built against the same state and product audiences.
It rounds out a five-channel program that keeps every layer of the funnel connected to the same strategy.
Measurement Rebuild
When measurement stopped being trustworthy, the conversion framework was rebuilt rather than optimized around.
Conversion definitions changed as a result, so totals from before and after the rebuild are not presented as one continuous trend.
