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Paid media

MasterRemit scales from 1,635 to 28,290 monthly transactions

Project Overview

Organization

MasterRemit Pty Ltd, a registered Reporting Entity with AUSTRAC

Industry

Remittance/Fintech (bank deposit, cash pick-up, and mobile wallet transfers)

Markets

Australia and New Zealand origin, 50+ receiving countries including South and Southeast Asia and MENA

Partnership

4+ years overall; paid performance marketing as the primary focus for the last two. Results window: June 2025 to June 2026.

Media Spend Managed

$500K+, ongoing

Products / Services Used

  • Paid Performance Marketing
  • Google Ads
  • Meta Ads
  • App Growth & Measurement
  • Audience Strategy
  • Continuous Optimization

MasterRemit is a digital money transfer platform serving migrant communities across Australia and New Zealand who regularly send money to friends and family abroad, competing on rate, speed, and trust, with the tagline "Send money with LOVE."

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The brief to Mavlers was unambiguous: build an acquisition engine that delivers verified, transacting users, not just app downloads. The real business metric sat two steps past the install, at the first completed transfer, in a fintech category that gets harder to win every quarter.

Performance Insights

Key results for the client

1,635→ 28,290

Monthly transactions (+1,630%)

$5.33→ $1.19

Cost per transaction (down 78%)

$412K→ $4.79M

Monthly sending amount (+1,062%)

50+

Receiving countries, AU + NZ origin

Client Objectives

The challenges MasterRemit faced

1.
A crowded fintech landscape

A highly competitive remittance category with rate-driven competitors fighting for the same senders.

2.
Rising acquisition costs

Costs climbing steadily quarter after quarter, putting pressure on efficiency exactly as budgets needed to grow.

3.
Many audiences, not one

Distinct nationalities and sender personas, Ethiopian, Kenyan, Somali, Ugandan, Ghanaian, South Sudanese, Filipino, and Nepalese among them, each needing its own message and its own rate story.

4.
A business metric two steps past the install

Installs were only ever a proxy. The metric that mattered was the first completed transfer, which most app campaigns never see, let alone optimize for.

5.
Two markets, one efficiency bar

Australia and New Zealand behave differently, so one playbook was never going to fit both, and bigger spend had to become more transactions, not just more impressions.

Mavlers Strategy

How we built one system across five pillars

Rather than treating Google, Meta, and app measurement as separate workstreams, we built one system: campaigns tuned per country and sender persona, creative that reacts to live exchange rates, and attribution that tracks a user all the way from ad click to completed transfer.

1.
Google Ads: Performance Max as the engine

Multiple Performance Max campaigns split by country and matched to sender persona, supported by Search (brand, generic, competitor) and App campaigns with value-based smart bidding. Messaging follows the relationship: first-time senders see the best-rate story, repeat senders see safety, trust, and speed, with live exchange rates displayed dynamically in ad headlines.

2.
Meta Ads: where most of the performance gets won

Live exchange rates rendered directly on creative and refreshed to keep pace with the market, UGC-style video as the strongest lever for new senders, and deep links doing double duty so a single conversion campaign also routes app-less users straight to the right store listing.

3.
App growth and measurement: from install to verified transaction

Installs counted at store level, every post-install event pushed through Firebase, and deep links attributing in-app events back to the originating campaign. The full funnel, install to registration to first transaction, is monitored across ad platforms, GA4/Firebase, and mobile measurement partners simultaneously.

4.
Audience strategy: targeting by diaspora, geography, and occasion

Expat and diaspora audiences layered with destination-country interests on Meta, destination-intent search themes on Google, campaigns split by market, creative served in the sender's own language via on-device translation, and festival moments back home run as scheduled promotional windows with best-rate messaging.

5.
Continuous optimization: a weekly operating rhythm

Creative, keywords, geo targeting, audiences, budget splits, and bid strategy revisited every week, discarding what underperforms and doubling down on what works. That discipline is what

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Results

What MasterRemit achieved

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Metric June 2025 June 2026 Change
Monthly transactions 1,635 28,290 +1,630.28%
Cost per transaction $5.33 $1.19 Down 78%
Monthly sending amount $412,451.24 $4,792,170.96 +1,061.88%
Receiving countries managed - 50+ AU + NZ origin

Baseline vs record month. Efficiency improved even as spend and volume both scaled up; total remitted value grew in step with transaction volume.

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The insights

Why it worked

  1. A partnership with room to compound- Four-plus years of trust and tight feedback loops with the MasterRemit team gave the program space to test, learn, and build on itself rather than restart every quarter.
  2. Measurement before scaling - Rebuilding the account structure and wiring GA4, Firebase, and MMP tracking first meant every scaling decision was tied to transaction and cost data across platforms, never partial data or guesswork.
  3. Business KPIs, not vanity metrics - Transactions and cost per transaction stayed the north star throughout. Installs were only ever a means to that end.
  4. Experimentation that never stopped - Weekly testing across creative, audiences, and bidding kept performance improving instead of plateauing, which is why the record month came at the lowest cost per transaction of the partnership.

Sandra Field

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