01
The challenge
Momentum Commercial needed a more structured way to qualify commercial finance inquiries before they reached the sales team.
The existing funnel generated submissions, but the information collected did not always provide enough context for effective sales conversations. The goal was to improve the inquiry journey without adding unnecessary friction for potential borrowers.
The key challenges
- Limited borrower information
- High manual qualification workload
- An unclear inquiry journey
- Unstructured lead management
02
What we changed
We rebuilt the funnel around progressive qualification questions, allowing potential borrowers to share relevant funding and borrower information before their inquiry reached the sales team.
Our approach included
- Survey-based lead qualification
- Progressive borrower questions
- Simplified finance messaging
- Clearer calls to action
- Google Sheets and lead-management integration
- A more structured sales handoff
03
The transformation
The journey moved from a basic inquiry process to a guided qualification experience.
Landing Page → Qualification Survey → Lead Capture → Sales Follow-Up
This structure was designed to capture more useful information upfront and give the sales team better context for follow-up.
04
Campaign results
| Metric | Reported result |
|---|---|
| Results generated | 169 |
| Link clicks | 2,447 |
| Cost per result | $84.09 |
| Total ad spend | $14,210.41 |
05
The takeaway
In commercial finance, capturing an inquiry is only the beginning. A guided qualification journey can help collect the information sales teams need earlier, connecting paid acquisition with a more organized follow-up process.