I remember thinking maybe my landing page was the problem. So I tweaked it a bunch of times, made it cleaner, faster, more direct. It helped a little, but not enough to explain the drop-off. That’s when I started thinking maybe the issue wasn’t what happened after the click, but who I was bringing in to begin with.

One thing I tested was narrowing down my targeting. Instead of going after general finance-related interests, I tried focusing on people who were actively searching for loan-related solutions. It sounds obvious, but I hadn’t really gone that deep before. The difference was noticeable—fewer clicks, but the ones I got felt more “serious,” if that makes sense.

I also started paying attention to the language in my ads. Before, I was keeping things kind of broad to attract more people. Now I lean into more specific messaging, like mentioning quick approvals or eligibility checks. It seems to filter out users who are just browsing and attract those who are actually considering applying.

Another small thing I noticed was device behavior. For some reason, users from certain devices converted better for me. I don’t have a perfect explanation, but adjusting bids slightly based on that made a difference over time. I came across this guide on loan ads.

and it gave me a few ideas I hadn’t really thought about before, especially around intent and audience behavior. It didn’t magically fix everything, but it definitely helped me rethink my approach.

At this point, I feel like targeting high-intent users is less about one trick and more about small adjustments everywhere—keywords, messaging, placements, even timing. Still experimenting, but it feels like I’m getting closer. Anyone else gone through the same struggle?