Driving 23% CTR for Ntradex: A Fintech Social Media & Ads Case Study

I led the digital marketing strategy for Ntradex, a fast-growing fintech company aiming to democratize access to digital asset trading in Africa. My role focused on running high-performing ad campaigns and building a digital content ecosystem to grow visibility and customer acquisition.

Our goal was to craft a strategic presence that did more than sell — we wanted to build trust, educate users, and drive measurable results through ads and digital storytelling.

Problem / Goal

Challenges Faced:

Low brand visibility in a competitive fintech market
Need to drive user sign-ups and interest in a high-trust category
Limited insights into what messaging would resonate best with early adopters

Goals:

Create a compelling content-led brand presence
Drive qualified traffic and leads through ad campaigns
Refine audience targeting through campaign insights

My Role

As Digital Marketing Lead, I designed and executed a full-funnel strategy that combined paid advertising, platform-specific content planning, and conversion-focused messaging.

Key responsibilities:

Developed the social media and rollout calendar
Designed and executed ad campaigns across Meta platforms
Created copy and directed creatives for ads and organic posts
Managed content creation and visual consistency
Analyzed ad performance and optimized campaigns in real-time
Translated insights into long-term strategy pivots

Strategy + Execution

Positioning & Messaging:

Ntradex was positioned as a secure, accessible, and user-first fintech platform. The content strategy focused on building financial confidence and simplifying the narrative around digital trading.

Platform Strategy:

We prioritized platforms with the most relevant fintech users: Instagram, Twitter (X), and Facebook. Each platform had tailored copy and visual assets to drive relatability and action.

Advertising Strategy:

Four separate Meta ad campaigns were launched with variations in audience targeting, creative assets, and messaging style. We closely tracked CTR, cost efficiency, and click quality to optimize performance.

Results / Impact

Ad 3 emerged as top performer with a 23% CTR, demonstrating strong message-market fit
Ad 4 achieved a 19% CTR on the lowest spend, indicating cost-efficiency
Ad 1 delivered immediate impact with 668 clicks in one day and a CTR of 14.2%
Ads generated over 2,200 direct clicks within a 10-day period, with actionable insights on what messaging resonated most
Social platforms gained consistent engagement and improved click-through rates through optimized content

Lessons Learned

Targeting precision matters: The most successful ads had focused audience segmentation and clearer messaging
Longer campaign durations offer better insight: Ad 3’s 5-day run gave enough room for high CTRs and trend observation
Immediate feedback from ads helps refine content: Paid campaign results helped us iterate faster on organic strategies
Consistency in voice and visuals builds credibility, especially in fintech where trust is non-negotiable

Victoria Ogunwemimo

Marketing & Brand Strategist

I’m a 360° marketing and content strategist with a focus on content-driven growth. I create and execute full-funnel marketing strategies across content creation, content writing, email marketing, social media, PR, and brand storytelling. Whether it’s crafting compelling campaigns or building communities online, I help brands connect with the right audience and convert engagement into action

View author profile