The Company

Spanish multinational financial services company based in Madrid and Santander in Spain. Additionally, Santander maintains a presence in all global financial centres as the 19th-largest banking institution in the world. Although known for its European banking operations, it has extended operations across North and South America, and more recently in continental Asia. It is considered a systemically important bank by the Financial Stability Board.

The Challenge

Santander Bank, a leading Spanish financial institution with presence in over 15 countries, faces the challenge of scaling its Google Ads campaigns within a complex ecosystem encompassing various products, conditions, and languages.

Each market possesses unique characteristics in banking advertising, making the maintenance of quality standards across these diverse markets one of their greatest challenges.

In an increasingly competitive environment, it is crucial for an institution like Banco Santander to adapt to new technologies, always ensuring security and complying with the brand's quality standards. ad-machina has been a strategic player in implementing Generative AI, ensuring the required security in such a sensitive sector as banking. Accompanying Santander on this journey towards artificial intelligence is a challenge that we are successfully overcoming in all the countries where it has been implemented

The Aproach

Making Science proposed implementing ad-machina technology, enabling the automation and scaling of ad creation in Google ads, considering various products, languages, and country legislations. Additionally, we have developed hyper-personalized ads, which have allowed Santander to enhance user experience, resulting in significant improvements in campaign performance. Moreover, the utilization of AI algorithms to analyze campaign data and suggest sophisticated enhancements has resulted in an enhancement in performance.

The Results

Norway

• +14% Conversions
• -11% CPA

Denmark

• +19% Conversions
• -16% CPA

Sweden

• +13% Conversions
• -12% CPA

Brazil

• +37% Conversions
• -14% CPA

Mexico

• +41% Conversions
• -3% CPA

Chile

• +47% Conversions
• -30% CPA

Argentina

• +26% Conversions
• -16% CPA