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Fintech · Mortgage lending

A publicly traded mortgage lender — pSEO lead engine and ad creative at velocity

Engagement — 2026 → Ongoing Brand confidential · Publicly traded national lender
Brief
A publicly traded national mortgage lender was watching rate-comparison aggregators bid up its own brand terms and eat its CAC. The need was two-sided: capture the high-intent search demand the paid team was overpaying for, and produce ad creative fast enough to keep up with a fast-moving paid library.
SectorFintech · mortgage and home equity
ProblemRising paid CAC, aggregators winning the comparison query, creative throughput capped by a human studio
ScopeEarned-search lead engine plus templated ad-creative production
ConstraintsRegulated category. Rate and savings claims reviewable. Brand identity removed from everything public
Build
3 systems
01 · Lead engine

A programmatic SEO surface: competitor-conquest comparison pages against the named rival lenders, plus a generated matrix across states, loan products, and competitors.

Conversion landing pages and practical borrower guides sit on top, routing high-intent traffic to pre-approval and callback forms.

02 · Creative system

One offer goes in; prompts and templates spin out dozens of on-brand ad variants — hook, format, value prop, and funnel stage varied per cell, not hand-built one at a time.

The same graph that scripts a social short renders a paid ad, so the studio bottleneck disappears.

03 · Optimize

Variants are scored on real performance. Winners get doubled down on and localized; losers get cut, automatically feeding back into which prompts and templates run next.

Compliance review gates the claims that need a human before anything ships.

Result
200+
Programmatic pages live across states, products, and competitors
6
Rival lenders covered with conquest comparison pages
dozens
Ad variants produced per offer from a single template pass
1
System feeding both paid creative and earned search
0
In-house creative studio hours to scale the library

Brand and live URLs are removed at the client's request. The system and the page counts are real; the lender is identifiable to no one from this page.

Stack
Anthropic Claude GPT-Image-2 Flux Seedance FFmpeg Next.js Vercel Supabase Playwright Meta Ad Library