Metro Bank
Integrating Brand and Performance to Grow Market Share
Metro Bank faced the challenge of driving sustainable market share growth while channels were measured and optimised in isolation. This limited visibility of how brand activity influenced performance media, and how demand was truly created, captured and converted across the full customer journey.
To overcome this, we connected brand and performance activity through a shared, intent-led measurement framework. By integrating channels around customer intent rather than last-click performance alone, we unlocked greater efficiency and long-term growth, with impact reflected in leading indicators such as Share of Search.
We think
We designed a channel strategy that aligned brand and performance around a single growth objective. Paid media was structured to balance demand creation and demand capture, using brand-led creative in upper- and mid-funnel channels to stimulate consideration, supported by highly optimised lower-funnel activity focused on conversion.
We deployed personalised messaging across paid social and search, ensuring creative remained consistent at a brand level while adapting to audience intent and channel context. Channel investment was continuously refined using advanced measurement, including attribution modelling and incrementality testing, allowing us to understand how brand activity influenced downstream performance. Alongside paid media, Technical SEO played a critical role in capturing increased branded and non-branded demand generated by brand activity, strengthening Metro Bank’s visibility at key decision moments.
We do
We propelled Metro Bank's growth through three strategic phases.
We established a solid foundation by understanding who Metro Bank's audience is and what they're looking for.
We used tactics such as ROAS-based bidding, precision targeting, creative optimisation, and a specialised focus on click fraud prevention to ensure that the budget was allocated to genuine, high-quality engagement. This performance-oriented approach allowed us to utilise paid channels for brand awareness and driving conversions.
We expanded their overall reach through organic strategies like Technical SEO and used attribution analysis and incrementality testing to improve the efficiency of our efforts.
We measure
By integrating channel strategy with advanced measurement, Metro Bank achieved an 878% increase in personal account conversions over two years. Independent benchmarking by eBenchmarkers confirmed that Metro Bank outperformed the UK’s Big Four banks for account openings. Crucially, this approach allowed us to demonstrate how brand investment translated into measurable performance outcomes and market share growth, supported by sustained increases in demand signals such as Share of Search.
