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125% of Ambitious Filing Targets Achieved With Full-Funnel Precision

cleartax
clear 2

Featured Product Area

Google Search, Performance Max, Bing Ads, Conversational AI, Multi-Channel Integration.

Primary Marketing Objective

Acquire high-intent ITR filers at scale with cost-efficient performance campaigns.

Secondary Marketing Objective

Build audience-specific engagement to drive trust and higher conversion rates across diverse cohorts.

The Challenge

ClearTax is India’s leading fintech platform simplifying tax compliance, investments, and business finances. The platform offers solutions for income tax filing, GST, TDS, invoicing, and mutual fund investments.Known for its user-friendly design and trusted compliance expertise, ClearTax has become the go-to brand for tax season.

Challenges faced:

  • Expand beyond reliance on branded search campaigns.
  • Tackle high CPCs caused by competitive bidding.
  • Engage diverse ITR audiences (salaried, professionals, business owners, small businesses).
  • Build scalable, cost-efficient acquisition while maintaining trust in a cluttered category.

The Approach

Catalysts and ClearTax crafted a data-driven, audience-first strategy. Using deep insights, the team expanded keyword penetration by 2.5x through SEMrush and Ahrefs, while optimizing bids via Google Ads Scripts and ClearTax’s in-house Compass tool. Messaging was tailored to ITR 1–4 cohorts with dedicated creatives, videos, and countdown ads aligned to filing deadlines. Conversational AI within Google Ads provided personalized experiences, while multi-channel integration (Search, Performance Max, Bing, Inshorts, Amazon, DailyHunt) ensured end-to-end visibility.

“Partnering with Catalysts enabled us to expand keyword penetration, implement conversational AI within Google Ads, and ultimately exceed all our filing targets. Conversions increased by 88% and conversion rates improved by 13% — a true transformation in our performance marketing approach.”

– Divnay Bhutra, Associate Director – Marketing, ClearTax

125%

of ambitious filing targets achieved

88%

increase in conversions

13%

 improvement in conversion rates

  • Market share grew from 0.5% to 2%
  • Conversational AI in Google Ads featured in Google’s global case study

The Result

The campaign outperformed all expectations, achieving 125% of filing targets. Conversions grew by 88%, while conversion rates improved by 13%, driven by personalized messaging and AI-powered optimization. ClearTax’s market share surged from 0.5% to 2%, cementing its leadership in digital tax compliance. An 18% reduction in CPA further proved the efficiency of the strategy, setting a new benchmark for performance marketing in the financial services sector.