Keesler Federal Credit Union
Proving marketing’s value with measurable financial outcomes
About
Keesler Federal Credit Union is one of the largest credit unions in the Southeast, with US locations in Mississippi, Louisiana, and Alabama. They offer financial services and products, with a focus on garnering online applications for new members, auto loans, HELOC loans, Mortgage loans, credit cards, and personal loans. They are the official credit union of the New Orleans Saints and Pelicans.
Length of Relationship
~1 year (September 2024-present)
Modalities Supported
Online completed applications
main Objective
Generate online completed applications with a focus of increasing new members
Departments Supported
- Products - Auto Loans
- HELOC Loans
- Mortgage Loans
- Credit Cards
- Personal Loans
- Checking
- Money Market
- Awareness
- Contests/Giveaways
CRMs & Platforms
- Hubspot
- GA4
Primary KPIs
- Leads
- CPL
The Challenge
Before partnering with Swish, Keesler Federal’s marketing efforts had gone dark, and completed applications were in critically short supply. Compounding the issue, their tracking was broken—mortgage applications weren’t registering in GA4 at all—leaving them blind to performance. Swish quickly uncovered and resolved these issues, restoring accurate tracking and enabling data-driven optimization to get applications flowing again.
The Approach
Swish restructured the account around specific products, giving us the flexibility to scale quickly during peak search months and ramp up when internal priorities demanded an extra push. We also overhauled creative, implementing industry best practices and building a deep bench of ad variations to keep rotations fresh. This foundation allowed us to launch continuous A/B testing, ensuring every creative decision was backed by performance data.
Key initiatives:
- Launched Meta campaigns to expand reach, while garnering completed applications
- Launched PMax campaign for New Member acquisition, which has helped to decrease New Member CPA
- Launched new ad formats, including GIF and carousel, alongside image ads in Meta
The Results
01
753%
- Increase in new member apps since inception
-
02
1,026%
Increase in total paid applications while maintaining budgetary efficiencies
03
225%
- Increase in conversion rates while seeing a 67% decrease in CPA
04
+60%
- Increase in net new form submissions on our newer campaign approach focusing on giveaways and industry best practices creative
- Paid Search New Member apps up 753% PoP (Sept 2024-June 2025 vs. previous period), time on site increased 33%, bounce rate decreased 29%
- On the Social side since launch, CPA has decreased 67%, CVR has increased 225% with the help of increased number of creatives and testing.
- Total apps in Paid Search (Sept 2024-June 2025 vs. previous period) increased 1,026% with spend up 115%
- Recently launched a giveaway campaign that led to over 15,000 form submissions and garnered 10 new member applications. Over 60% of the form submissions are new contacts. It has the highest engagement of any social ad to date.
