Programmatic Mutual Fund SEO

The Challenge

Loan Against Mutual Funds is a considered, research-heavy purchase - most prospective borrowers search for their specific AMC or mutual fund scheme long before they search for a loan product. DhanLAP had no content presence to capture that top-of-funnel intent or a way to bring those researchers back once they'd shown interest.

What I Did

• Built a programmatic template generating 3,000+ pages targeting individual AMC and scheme keywords
• Drove qualified visits to these pages primarily through paid campaigns
• Built a 52K-strong retargeting audience from users who engaged with the mutual fund pages
• Layered Loan Against Mutual Funds (LAMF) retargeting campaigns on top of that audience
• Tracked assisted conversions in GA4 to attribute LAMF leads back to the programmatic pages

Outcome

The programmatic page set built a 52K-user retargeting pool of people actively researching mutual funds. Retargeting that audience with LAMF offers drove a 32% increase in assisted LAMF leads.

Tools Used