Challenge

In recent years, JDM faced three separate hurdles to help FloatMe achieve its goals of improving scale and efficiency.

First, FloatMe’s position in the financial services vertical, and the nature of its offering to customers, led to a regular series of ad and account rejections on Meta and TikTok.

Second, FloatMe’s legal team introduced a required disclaimer related to terms and conditions within creative assets to mitigate legal risk around service claims. This triggered a creative overhaul to ensure all active ads included the appropriate disclaimers.

Finally, FloatMe introduced two separate year-over-year increases in subscription pricing, requiring corresponding refreshes of creative assets to ensure accurate pricing callouts.

Strategy

Phase 1: Relaunch Campaigns with Special Ad Categories

To mitigate the regular ad and account rejections, JDM launched Meta and TikTok campaigns using special ad categories for financial services. 

In those campaigns, JDM’s account team began with broad targeting, then expanded into interest-based audiences that aligned with segments that JDM and FloatMe agreed fit FloatMe’s ideal customer profile. JDM tested those interest audiences in their own dedicated campaign alongside the broad-targeting campaign; as results matured, JDM paused lower-performing interest groups and scaled the top performers. 

Because financial services-related targeting limited JDM’s ability to leverage lookalike and interest-based audiences, the team increased its creative testing cadence to better identify and resonate with the most relevant, high-intent users.

Phase 2: Terms and Conditions Disclaimers

When FloatMe’s legal team introduced the required disclaimer, JDM worked with the brand team to develop a concise, standardized disclaimer template for all creative assets that would ensure readability without compromising FloatMe’s aesthetic. Once the template was established, JDM gradually transitioned the new creatives to active ads across all platforms, phasing in the new versions over several weeks to minimize performance disruption and allow platform algorithms to relearn.

Phase 3: Pricing Changes

FloatMe released two separate rounds of pricing increases that resulted in decreased new-user volume and conversion rates. The JDM team aligned with the FloatMe team on a timeline for a full creative refresh and a phased rollout. Once the updated creatives were fully transitioned, JDM accelerated creative testing across audiences, campaign types, optimization goals, and bid strategies to regain efficiency and counteract performance declines driven by pricing increases.

Results

Phase 1

After JDM introduced special ad categories, new user volume jumped +73%, Cost Per New User improved by -58%, and CVR saw a major lift of +175% thanks to fewer limitations in ad delivery despite a CTR decline. Ongoing audience and creative testing drove further gains, with new users increasing another +21%, Cost Per New User improving an additional -22%, and CVR nearly doubling again, rising +85%. Even with targeting limitations, special ad categories paired with strong creative and testing unlocked performance improvements.

Phase 2

JDM was able to achieve efficient account scale while introducing disclaimers across creative. FloatMe’s new user volume rose +64%, while Cost Per New User improved by -14%, demonstrating that users positively responded to increased transparency alongside more aggressive creative testing.

Phase 3

2024 Pricing Changes:
During the first new-pricing transition, in Q1 2024, FloatMe’s account suffered a decrease in New User volume and an increase in Cost Per New User. After JDM rolled out aggressive new creative and account testing in Q2, performance improved: CVR rose 20%, CTR stabilized, and we were able to scale spend by 18% within efficiency goals.

2025 Pricing Changes:
During the second pricing transition, in Q1 2025, FloatMe’s CVR dropped 38% and Cost Per New User increased 4%. JDM’s increased testing velocity in Q2 helped increase New Users by 18%, improve Cost Per New User by 27%, and increase CVR by 11%, showing that continuous creative, audience, optimization goal, and bid strategy testing helped offset pricing-related performance challenges.