More bottom-funnel conversions from the same Google and Meta traffic, across 300+
personalized experiences live in three business days.
COMPANY OVERVIEW
National Debt Relief, at a glance.
National Debt Relief is one of the leading debt relief companies in the United States. It helps people manage and resolve unsecured debt through personalized plans and negotiations with their creditors, and Forbes Advisor named it the Best Debt Relief Company for 2026, its fourth year in the top position.
FOUNDED
2009
INDUSTRY
Consumer Financial Services (Debt Relief)
EMPLOYEES
2,000+
GEOGRAPHY
United States, operating in 45 states, headquartered in New York
use case
Ad to landing page personalization for Google and Meta Ads
SCALE OF OPERATIONS
1.3M+
People helped since 2009
45
States served
$11.5B+
Debt resolved
2,000+
Employees
Paid campaigns on Google Search and Meta, covering bankruptcy keywords, debt relief competitor keywords, and debt relief messaging. Google traffic went to one landing page and Meta traffic to another, so each page had to answer every intent its channel brought in.
“
Fibr's scale and their Learning module are my favorite part. We ran 450+ personalized experiences across Google and Meta Ads in parallel, and that scale is why insights that used to take two months of campaigns showed up in two weeks. It completely changed how fast we could learn and act.
Tyson Wigfall
VP Growth Marketing
In a Nutshell
The team could already run tests. They couldn't run enough of them.
National Debt Relief's growth team ran paid campaigns on Google and Meta and already ran their own A/B tests in AB Tasty. Their ads reached very different people: someone researching bankruptcy, someone comparing debt relief companies, someone responding to a debt relief message. All of that traffic landed on one page for Google and one page for Meta, and building a variant for every intent wasn't possible at the pace they tested. With Fibr, the team launched 300+ matched experiences in three business days with no engineering involved. Bottom-funnel conversions rose about 9%, top-of-funnel conversions rose 12%, and engagement rose 23%.
THE CHALLENGE
National Debt Relief wasn't new to experimentation. The team ran their own tests in AB Tasty, and the goal was clear: test faster and lift conversion rates on paid traffic. What held them back was scale. Each experiment needed its own variant built and launched, so the number of tests they could run stayed small.
Meanwhile, the ads were bringing in very different visitors. Someone searching about bankruptcy is weighing a serious decision. Someone searching a competitor's name is comparing options. Someone clicking a debt relief message on Meta may be looking for help for the first time. One page per channel had to speak to all of them.
The cost of mismatch
Every intent without its own page was a conversation the landing page wasn't having, and every test the team couldn't launch was a question about their visitors left unanswered. For a business where one enrolled client can be worth a great deal, that gap repeated on every campaign, every day.
THE SOLUTION
Two landing pages, 300+ ways to answer the ad that reached them.
Fibr worked in three steps: mapping the intents each channel was sending, grouping them into personalization signals, and building matched experiences at a scale the team's testing habit could finally use.
STEP 1
The Analysis: two pages, many different reasons for clicking
Fibr started with the ad traffic arriving on each page. Google sent visitors from three very different keyword groups, and Meta sent visitors responding to debt relief messaging. Both pages spoke to all of them in the same way, so most visitors were reading a message written for someone else.
STEP 2
The Signals: keyword intent and channel
Personalization was built on the signals each click already carried:
Bankruptcy keywords: visitors weighing bankruptcy, who need to understand how debt relief compares.
Competitor keywords: visitors comparing debt relief companies, who need reasons to choose National Debt Relief.
Debt relief messaging: visitors looking for help, who need a clear and reassuring next step.
Channel: Google searchers arrive with a question, and Meta visitors arrive from a message, so each channel's page kept its own logic.
STEP 3
The Setup: 300+ experiences, three business days from brief to live
The page structure stayed the same. What changed was the message each visitor saw first. More than 300 experiences went live in three business days, with no engineering involvement at any stage. Sign-off was decisions, not corrections.
The results
The personalized experiences ran against the original pages in a controlled test from 9 June onwards, on the same Google and Meta traffic.
BOTTOM-FUNNEL CONVERSIONS
↑ ~9%
More visitors from the same ad traffic completed the final conversion step.
TOP-OF-FUNNEL CONVERSIONS
↑ 12%
More visitors took the first step on the page.
ENGAGEMENT RATE
↑ 23%
Visitors spent more time and did more on the matched pages.
SPEED TO GO-LIVE
3 days
300+ experiences from brief to live in three business days, with no engineering tickets.
Cohort standouts
Results varied by cohort, with some cohorts clearly outperforming the rest. That variation is useful in its own right: it shows the team where matching the message to the intent matters most, and where to focus the next round of tests.
KEY INSIGHTS
INSIGHT 01
The testing tool wasn't the bottleneck. Building variants was.
National Debt Relief already had an experimentation platform and a team that knew how to use it. What limited them was the time it took to build each variant. Once 300+ experiences could go live in three business days, the pace of testing was set by the team's ideas, not by production.
INSIGHT 02
Bankruptcy, competitor and debt relief searches are three different conversations.
Someone weighing bankruptcy, someone comparing companies, and someone looking for help for the first time are at different points in the same decision. A single page per channel has to pick one of those conversations. Matching the page to the intent let it have all three.
INSIGHT 03
Relevance shows up first at the top of the funnel
Engagement rose 23%, top-of-funnel conversions 12%, and bottom-funnel conversions about 9%. That is the shape you would expect: a matched message earns attention first, and each step down the funnel narrows the group. A 9% lift at the bottom, from the same spend, is where the gain counts most.
