Mercado Bitcoin

Mercado Bitcoin needed to grow its registered user base efficiently within a 30-day window, targeting crypto-active individuals already familiar with centralised exchange platforms.

Two challenges shaped what that required:

• Audience quality: Reaching users likely to deposit required targeting active CEX users and token swappers, not broad financial audiences with no crypto trading history.
• Conversion drop-off: A segment of high-intent users visited registration pages but did not complete sign-up. Re-engaging this cohort was essential to maximising acquisition efficiency.

Standard paid acquisition was unavailable. Google and Meta restrict crypto exchange advertising across Mercado Bitcoin's Latin American markets. Mercado Bitcoin needed a network with verified crypto-native audiences and the targeting precision to reach active traders already using competing platforms.

Blockchain-Ads provided the infrastructure to reach high-intent crypto users and re-engage drop-off segments efficiently through four capabilities:

• CEX user and token swapper targeting: Campaigns reached users with verified exchange activity and on-chain swap behaviour, ensuring prospects were already comfortable with crypto trading platforms.
• High-net-worth individual targeting: Interest-based segments captured personal finance and investment audiences with significant investable assets.
• Retargeting capability: Behavioural retargeting re-engaged users who visited registration pages without completing sign-up.
• CPA-based optimisation: Campaigns optimised toward verified new account registrations from day one.

• Users acquired: 3,140 at $7.96 CPA
• Impressions: 2.7M+ delivered across Latin American crypto and finance inventory
• CTR: 3.19% blended across both phases
• CPC: $0.29 blended across both phases
• Conversion rate: 3.60% blended across both phases

The retargeting layer in Phase 2 re-engaged users with demonstrated registration intent, contributing to the 3.60% conversion rate across the campaign. The competitive fees angle attracted users actively evaluating exchange platforms, indicating strong deposit intent within the acquired cohort.

The objective was to establish baseline registration performance across Latin American crypto audiences. Display ads launched across crypto, finance, and trading publisher inventory. Three creative angles ran simultaneously: Latin America's leading exchange positioning, security and local market expertise, and competitive trading fees. Early data showed the competitive fees angle generating the strongest click-to-registration rate across CEX user and token swapper segments. Retargeting tags were deployed to capture users who clicked through but did not complete registration.

Budget consolidated into the competitive fees creative as the primary acquisition angle. Retargeting campaigns activated against users who had engaged but not converted in Phase 1. The security and local expertise angles were retained at reduced spend for high-net-worth individual segments. The campaign closed with 3,140 verified new accounts registered at $7.96 CPA across Latin American markets.