Sign in with Google Raquel Garcia del Pino, ING Bank
Impact by the numbers
37%
Increase in incremental app conversions using Google’s AI-driven tools
36%
Reduction in cost per lead by shifting to an app-first acquisition model
82%
Increase in first-time account openings using AI Max for Search
The winning formula
The challenge
ING Spain was losing prospective clients during traditional web-based sign-up funnels, driving customer acquisition costs higher in a highly competitive banking sector.
The approach
ING Spain shifted to an app-first acquisition model designed to funnel users directly into its frictionless mobile onboarding flow. Pairing AI Max for Search with App Campaigns empowered Google AI to locate high-intent banking prospects and route them straight to mobile downloads.
The results
The transition to mobile-first discovery generated immediate cost and conversion efficiencies, significantly outperforming the website. ING Spain saw an 82% surge in first-time account openings using AI Max for Search, while driving a 37% increase in incremental app conversions. Overall cost per lead dropped 36%.
Adopting Google Ads AI solutions allowed ING Spain to modernise its retail banking acquisition, turning mobile onboarding into an effortless, low-cost engine for customer growth.
