National Debt Relief · Consumer financial services · UGC, performance creative & influencer strategy · 2026
How National Debt Relief improved qualified leads, not just leads
In debt relief, a lead that does not qualify costs more than no lead at all — it consumes a call.
25%
increase in click-to-qualified-lead rate
not raw lead volume
The results, up top — every number is in the strip below
25%
increase in click-to-qualified-lead rate
quality, not volume
30%
decrease in CAC
while quality improved
750+
new users monthly
qualified, not raw
10%
of total budget on testing
seven-figure budget
Volumetric
multi-format testing
formats tested, not assumed
01 — The challenge
Volume that looked good and qualified badly.
National Debt Relief needs qualified leads: people whose situation the service can actually help. Raw lead volume is easy to buy and expensive to process.
Optimising to form fills quietly buys the wrong people.
“A lead that does not qualify is worse than no lead. It burns an agent’s time and teaches the algorithm to find more like it.”
So testing was run on qualification rate rather than on lead count.
02 — Our approach
Volumetric testing across channels and formats, judged on qualification.
Testing ran at volume across multiple channels and ad formats, using UGC, performance creative and influencer content, with roughly 10% of a seven-figure budget allocated to that testing.
Judged on click-to-qualified-lead conversion, the programme lifted that rate 25%, brought in 750-plus new users monthly, and cut customer acquisition cost 30%.
03 — What we did
What the campaign actually consisted of.
The working parts behind the National Debt Relief numbers above.
Qualification as the KPI
Not form fills
Optimisation targeted click-to-qualified-lead conversion rather than lead count.
Reported campaign metrics
10% of budget on testing
Deliberate exploration
A fixed share of a seven-figure budget funded structured testing.
Reported spend distribution
Multi-format volumetrics
UGC, creative and influencer
Formats were tested against each other rather than assumed.
Creator asset grid
CVR +25%, CAC −30%
Better leads, cheaper
Qualified conversion rate rose 25% as acquisition cost fell 30%.
Reported efficiency metrics
The stack we ran it on
Meta Ads Manager
Paid social
TikTok Ads Manager
Paid social
Creator sourcing
Casting
Spark Ads & whitelisting
Amplification
Frame.io
Creative review
Canva
Creative
GA4
Analytics
Looker Studio
Dashboards
“Web Tonic did in six weeks what our last two agencies couldn't in a year — and for the first time we could see every dollar of it”
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