Growth

Insights

Everything the engine learned this week about India credit marketing, and what it decided to test next without being asked.

₹118

Cost per free credit report

₹1,240

Cost per qualified application

3.7x

Blended ROAS on 12-month partner value

Learnings promoted to defaults

Channel performance · last 7 days

₹23,85,000 spent

Platform	Spend	Leads	CPL	Lead→activated	CPA activated
Facebook	₹8,40,000	26,250	₹32	15.1%	₹812
Google	₹6,15,000	13,085	₹47	19.4%	₹760
Instagram	₹5,20,000	13,684	₹38	12.4%	₹880
TikTok	₹2,05,000	8,200	₹25	6.4%	₹1,140
Reddit	₹1,10,000	1,803	₹61	22.0%	₹940
X	₹95,000	1,638	₹58	17.2%	₹1,010

Free-credit-report hooks beat card hooks by a wide margin

Creative

Opening on 'check your free CIBIL score in 30 seconds' lifted three-second view-through by 41% against any shot that opened on a card image. The report itself, not the product behind it, is the hook.

EMI-maths creative outperforms lifestyle creative 3 to 1

Creative

A simple before/after showing ₹42,000 in EMIs consolidated to ₹31,000 converted 3x better than any aspirational lifestyle cut. Any creative without a visible rupee comparison is now down-weighted before spend.

Reddit needs a calculation, not a claim

The spreadsheet-screenshot post showing real EMI savings outperformed polished creative 5 to 1 on r/IndiaInvestments and r/personalfinanceindia. Reddit users flag anything that reads as a sales pitch within minutes — any variant without a visible number is blocked before publishing.

Working professionals answer calls best 7 to 9 pm and 1 to 2 pm

Voice

Calls placed in the post-work evening window and the lunch window closed 1.8x better than mid-afternoon attempts for salaried leads in metro cities. Dayparting is now weighted by employment signal, not just city.

Tier-2/3 cities convert higher in the local language, not English

Voice

Hindi and regional-language voice scripts in Jaipur, Indore, Lucknow and Coimbatore closed 2.1x more applications than the English-first script used in metro cities. Language switch is now the first branch in the call tree for tier-2/3 pincodes, not a fallback.

150% Bank Guarantee is the single strongest DSA recruitment hook

Partner

Partner-recruitment ads leading with 'your commission is backed 150%' out-clicked every other partner hook, including higher payout percentages. Trust in getting paid beats the size of the payout in this audience.

WhatsApp beats voice for document and KYC collection

Routing

Leads uploaded income proof and partners completed KYC uploads 2.6x more often on WhatsApp than on a call. Voice now hands off to WhatsApp instead of pushing for uploads mid-call.

'Is this a loan or a bank' objection dies with a one-line clarification

Script

Stating plainly that Q is an advisory tool matching leads to lending partners, not a lender, cut this objection's drop-off by over half — trust language matters more than product detail here.

Creative fatigue

Reel · free CIBIL check in 30 seconds
frequency 2.0
Fresh
Carousel · EMI before/after math
frequency 3.1
Watch
TikTok · Hindi presenter, tier-2 city
frequency 1.7
Fresh
Google PMax · loan eligibility banner
frequency 4.6
Refresh queued
X data card · interest saved stat
frequency 5.4
Retiring
Facebook · 150% Bank Guarantee partner hook
frequency 2.4
Fresh
Instagram Story · Car Par Loan valuation
frequency 3.8
Watch

Experiment queue

Hook: free credit report vs EMI-savings calculator
Running · Reads Thursday
Voice: local-language-first opener vs English-first opener, tier-2 cities
Running · Reads Friday
Partner ad: 150% Bank Guarantee headline vs commission-percentage headline
Running · Reads Friday
WhatsApp: eligibility match shown before or after report pull
Queued · Starts Monday
Reddit: spreadsheet-screenshot vs founder-explainer video
Queued · Starts Monday
Landing: single-field mobile-number form vs two-step consent form
Queued · Starts Wednesday