Defiway

Defiway needed to reach experienced DeFi users actively seeking better bridging alternatives and convert them onto the platform within a 90-day window at a sustainable CPA. Three obstacles defined what that required:

• Audience specificity: Cross-chain bridge users are a narrow, technically literate segment. Broad networks served impressions to general crypto audiences with no verified bridge or swap behaviour.
• Platform restrictions: DeFi protocol advertising faces policy restrictions on Google and Meta, limiting access to the channels with the highest reach among crypto-active audiences.
• Competitive differentiation: Multiple bridge platforms competed for the same DeFi user base. Communicating a 0.1% commission advantage required reaching users who already understood the cost structure of competing solutions.

Standard programmatic networks could not identify users with active bridge or swap behaviour at the wallet level. Defiway needed to reach users who had already interacted with DeFi protocols and cross-chain infrastructure, and deliver the 0.1% commission messaging in environments free from policy restrictions. Blockchain-Ads provided that through four capabilities:

• DeFi Protocol User targeting: Campaigns reached users with verified DeFi protocol interactions, ensuring the audience had prior experience with on-chain transactions before seeing the Defiway proposition.
• Bridge User segment: A dedicated Bridge Users segment captured users who had already performed cross-chain bridging and were actively seeking more efficient solutions.
• Token Swapper and Personal Finance alignment: Token Swappers with demonstrated interest in personal finance and portfolio management were added to reach cost-conscious traders motivated by fee optimisation.
• No-KYC compatible inventory: The crypto-native publisher environment allowed Defiway to lead with its no-KYC, one-click swap proposition without the ad policy constraints present on mainstream networks.

• New users onboarded: 6,737 across a 90-day campaign window.
• Final CPA: $87, down from $320 at campaign launch.
• Total CPA reduction: 73% from Phase 1 to Phase 3.
• Phase progression: $320 CPA (Phase 1) → $103 CPA (Phase 2) → $87 CPA (Phase 3).
• Best-performing segments: Bridge Users and DeFi Protocol Users across all three phases.

The campaign launched across three audience segments: DeFi Protocol Users, Bridge Users, and Token Swappers with Personal Finance interest. 

Three creative angles ran simultaneously:

• A speed and ease angle leading with best cross-chain bridging.
• 1-Click Connect CTA, a fee angle leading with only 0.1% commission.
• A multi-chain angle specifying supported networks including Polygon, BNB, BTC, Ethereum, and Tron.

All three angles ran at equal weight to generate comparable signal across segments. Opening CPA sat at $320 as the algorithm accumulated conversion data across the new audience pool.

Audience and creative data from Phase 1 identified Bridge Users and DeFi Protocol Users as the strongest converting segments. The fee angle and the multi-chain network angle drove the highest engagement with these segments, confirming that cost transparency and chain coverage were the primary decision criteria. Spend was consolidated behind the top-performing segment and creative combinations. CPA fell from $320 to $103, a 68% reduction, as targeting precision and creative relevance improved together.

The final phase ran the 0.1% commission angle and the faster and cheaper creative as the primary conversion drivers. Targets were Bridge Users and DeFi Protocol Users at scale. The swap across chains angle supported retargeting of users who had clicked through but not yet connected a wallet. CPA compressed from $103 to $87 in the final phase, a further 16% reduction. Thus, closing the 90-day campaign with 6,737 new users onboarded and a 73% total CPA reduction from the Phase 1 starting point.