WELND: Meta ads that lead to a conversation with a finance broker
WELND’s Meta ads lead to a finance website that makes the first step easy: take a short debt test, call, or talk to a broker. The ads introduce the current WELND brand and its lending services to people who are not yet searching for a broker, and the website explains the offer before a broker discusses anyone’s circumstances.
WELND, from the brief to the result in 5 short slides.
01 The business
A Melbourne finance and mortgage brokerage
WELND helps people and businesses with debt solutions, home loans, business finance and car and asset lending, for customers across Australia.
02 The problem
Finance is a hard thing to sell in a social feed
People scrolling a feed are not searching for a broker. The ad has to earn attention, explain a complicated subject simply and point to one easy next step.
02
03 What we built
Meta ads for the current brand, joined to the website
Brand-led Meta ads introduce WELND and its lending services. The website carries the message on, with an illustration for first-home buyers and a short animation on consolidation.
04 What happened
One route from the social ad to a broker
The website the ads lead to offers three ways to start: take the short debt test, call, or talk to a broker. The aim is a useful conversation, not a form for its own sake.
05 What we learned
In finance, the next step matters as much as the ad
A finance enquiry starts a conversation. Clear language and a low-pressure first step help someone act before a broker discusses their circumstances.
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Website development · WELND
We built their website, too.
Explore the website we designed for WELND: the pages, the mobile experience and the path to an enquiry.
WELND is a Melbourne-based finance and mortgage brokerage helping people and businesses across Australia with debt solutions, home loans, business finance and car and asset lending.
Finance and lending · Australia
SoudCoh services
Meta advertising
Website design
What we put in place
The campaign work
Meta advertising for the current WELND finance brand.
A website that explains the offer and gives a clear route to the lending team.
Creative that explains complicated topics simply, including a first-home illustration and a consolidation animation.
An ad-to-website journey focused on useful conversations with a broker.
What the project delivered
The outcome
Paid-social advertising connected to a clear finance website and a broker-enquiry route, with one consistent next step from the ad to the lending team.
WELND’s Meta ads lead to a finance website that makes the first step easy: take a short debt test, call, or talk to a broker. The ads introduce the brand; the website explains the offer before a broker discusses anyone’s circumstances.
The business
WELND is a Melbourne-based finance and mortgage brokerage serving customers across Australia. Its work covers debt solutions, including tax debt, trading debt and unsecured balances, alongside home loans, business finance and car and asset lending. Calculators and a short debt test sit beside the broker contact options on its website.
From the social ad to the lending conversation
Most people with a debt or lending problem are not searching for a broker when they see an ad. Paid social reaches them earlier, so the ad has to earn attention, explain a complicated subject in plain language and point to one easy next step. The engagement connects Meta advertising for the current WELND brand with its finance website, so the message the ad starts is the message the page continues.
What we built
Brand-led Meta ads introduce WELND and its lending services. The ads lead to the website, which offers three ways to start: take the short debt test, call, or talk to a broker. Someone ready to speak can call straight away; someone still exploring can start with the test.
The home page leads with the debt-recovery message and offers a test or a phone call as the first step.
The message after the click
The website carries the service message beyond the ad. These real creative examples show how the client’s offer is presented when a visitor reaches the page.
A visual cue for first-home buyers A key on paperwork gives the first-home-buyer page a clear subject. The warm colours fit the rest of WELND’s website.A simple animation for a complex topic Documents move into one box to illustrate consolidation. The animation supports the written explanation; it does not show a customer’s loan or financial result.
What the work delivered
Paid-social advertising connected to a clear finance website and a broker-enquiry route. The aim is a relevant conversation with the lending team. A finance enquiry begins a conversation, so clear language and a low-pressure first step help the customer act before a broker discusses their circumstances. Finance approvals and settled loans are separate outcomes and are not inferred from an advertising enquiry.
We define the outcomes to track, test the enquiry paths and use what we learn to guide campaign improvements. SoudCoh Compound explains how that work is organised.
We agree which calls, forms, bookings or sales count as a result, and a real test enquiry goes through every tracking path before the campaign goes live.
The number it moves: Waste blocked before the first click
Every change on an account like this one is written to that client's change history, and what it teaches, never the client's numbers, goes into the next account's starting point.
Start with your goals and current setup. We review the opportunity, agree the work and plan the next stage with you.
The call
Thirty to forty-five minutes, free
We discuss your services, customers, website and goals, then identify the most useful next step.
Week 0
The audit
We review your website and advertising, then set out the opportunities, priorities and recommended scope.
Week 1
The build
Everything the account needs before it can spend a dollar: what it will bid on, what it must never pay for, the ad copy, the assets, the landing pages and the tracking. It waits in our approval queue, and a real test enquiry goes through every tracking path before anything is live.
Day one
You press go
Campaigns are created paused, every time, so you can read the whole build first. You activate when you are ready, not when we are.
Days 1–14
The clean
We review search terms, exclude irrelevant searches and refine keywords and ads using the early campaign data.
From there
Rhythm
Regular optimisation and reporting, with reviews of lead quality, customer value and where to focus the next stage of work.
Before you ask us anything
Here is what everybody asks first.
FAQ
The questions this raises.
How the results were measured and how the approach could apply to finance and mortgage brokers.
Meta advertising for the current WELND finance brand, connected to its website and a clear route to the lending team. The website itself is covered in the WELND website case study.
Why use paid social for a finance brokerage?
Many people with a debt or lending problem are not yet searching for a broker. Paid social can reach them earlier, introduce the brand and explain the options before they compare providers.
Where do the ads send people?
To WELND’s website, which explains debt solutions, home loans, business finance and car and asset lending, and offers three ways to start: a short debt test, a phone call or a talk with a broker.
What did SoudCoh deliver for WELND?
Meta advertising for the current WELND finance brand. A website that explains the offer and gives a clear route to the lending team. Creative that explains complicated topics simply, including a first-home illustration and a consolidation animation. An ad-to-website journey focused on useful conversations with a broker.
What did SoudCoh deliver for this WELND case study?
Meta advertising for the current WELND finance brand. A website that explains the offer and gives a clear route to the lending team. Creative that explains complicated topics simply, including a first-home illustration and a consolidation animation. An ad-to-website journey focused on useful conversations with a broker.
Would this work for finance and mortgage brokers like mine?
We assess your service area, competition, margins and customer value, then build a plan around the opportunities in your business. The first call establishes the priorities, budget and tracking for that work.
How would you plan this for my business?
We start with your goals, service area, competition and customer value. From there, we recommend the channels, website improvements and tracking that fit your next stage of growth.
How much would this cost to run?
Two separate numbers. Your ad spend goes to the platform, and what it needs to be depends on how competitive your market is and how many jobs you want — we recommend a minimum of A$5,000 a month for most businesses, and the largest companies we work with currently invest up to A$30,000 a day in advertising, with enterprise programmes above that. Our management fee is separate, isn't published and is custom-built around the work — contact us for packages. The first call is free and you leave it with a real figure for your situation.
— 09 · Read next
More work for finance and mortgage brokers.
Explore the campaigns, websites and customer journeys we have built for more businesses in this industry.
loan pages, suburb guides and borrowing calculators
Website delivery
Meet Finance and Homes: a broker website with local loan pages and calculators. See the design, service pages and enquiry experience.
Meet Finance and Homes is a mortgage broking business in Epping, Melbourne, VIC, run by two directors.
Delivered: 12,575 pages: 22 loan types for each of 544 suburbs, suburb hubs, 32 calculators and an Epping office hub. A census snapshot and three practical points on every suburb page.
Outcome: We built a census snapshot and three practical points on every suburb page. We also added an enquiry form set to the loan, with a message naming the suburb.
WELND: a finance website with a private debt test and calculators. See the design, service pages and enquiry experience.
WELND is a finance and mortgage brokerage based in Port Melbourne, specialising in tax, trading and unsecured debt for clients across Australia.
Delivered: 182 pages: 51 lending pages, 48 location pages, 38 guides, ten calculators and three tools. A nine-question debt test with no credit check, no email and nothing submitted.
Outcome: We built a nine-question debt test with no credit check, no email and nothing submitted. We also added a home page that answers common beliefs about debt before it asks for anything.
