01 / Overview
In one month, Thiqa ran a Google Display Network campaign for Tamweelcom — Jordan's leading microfinance institution — delivering 3.07 million impressions and 52,900 clicks to tamweelcom.org at an average CPC of just $0.03 and a 1.72% CTR. The campaign placed Tamweelcom's ads across high-traffic Jordanian apps and news sites, with the Truecaller app alone generating 6,104 clicks across over 1 million impressions. Auction insights confirmed Tamweelcom achieved near-100% impression share, significantly outperforming competitor money.jo in the same auctions throughout the campaign period.
02 / The Challenge
What We Were Up Against
Tamweelcom, Jordan's leading microfinance institution providing small loans and financial support to entrepreneurs and low-income households, needed to reach a large volume of Jordanians who might benefit from its services — but the finance category typically comes with high ad costs and stiff competition. Reaching the right audience affordably across Jordan required a channel and strategy built for reach, not just search intent.
Finance is a high-competition advertising category — most platforms charge premium CPCs that make volume campaigns prohibitively expensive
Tamweelcom's audience spans working-class entrepreneurs and small business owners across Jordan, not a narrow professional niche — requiring broad geographic reach across the country
Brand awareness in microfinance is critical: potential borrowers need to have heard of the institution before they consider applying, making a pure lead-form approach insufficient on its own
Competitors like money.jo are active in the same digital space, fighting for the same impression share in Jordan's lending market
03 / How We Delivered 3.07M Impressions at $0.03 Per Click
How We Fixed It
Google Display Network — Maximum Reach at Minimum Cost
We selected the Google Display Network over Search to prioritise reach and cost efficiency. GDN allowed Tamweelcom's ads to appear across thousands of websites and apps visited by Jordanians daily — achieving 3.07M impressions in a single month at an average CPC of just $0.03, a fraction of what Search campaigns in the finance category typically cost.
Strategic Placement Targeting — Apps & News Sites
We targeted placements where Tamweelcom's audience actually spends time. The Truecaller app alone delivered 6,104 clicks across 1,038,989 impressions, while Jordanian news sites including ayam.news contributed a further 1,210 clicks. Placement selection prioritised high-traffic, low-cost inventory that reached working-class and entrepreneurial audiences in Jordan.
Auction Dominance — Outperforming money.jo
Auction insights confirmed Tamweelcom achieved near-100% impression share while direct competitor money.jo remained well below in the same auctions. By structuring bids and placements to maximise share of voice in the Jordanian lending market, Tamweelcom's brand stayed consistently visible to audiences that money.jo was also competing for.
Efficiency Optimisation — $0.03 CPC in Finance
Finance advertising typically commands CPCs of $1–$5+ on Search. By leveraging GDN's display inventory with precise placement exclusions and bid controls, we sustained a $0.03 average CPC across 52.9K total clicks — delivering an exceptional volume of website visits within the campaign budget and making every dinar go significantly further than traditional search advertising.
04 / 3.07M Impressions — 52.9K Clicks — $0.03 CPC in 1 Month
The Numbers
3.07M
Impressions
1-month GDN campaign
52.9K
Clicks
to tamweelcom.org
$0.03
Avg. CPC
finance category
1.72%
CTR
Google Display Network
05 / Verified platform data — Google Ads
Platform Screenshots
Campaign Overview — Clicks, Impressions, CPC & CTR
GDN Placements — Where Ads Showed (Top Sites & Apps)
Auction Insights — Tamweelcom vs. money.jo