Ghana June 2026 — Growth & Marketing Plan v3

Growth-only budget · MTN TSMS analysis-driven · Savings-first blast strategy · Marketing budget allocated separately

Growth + Savings Budget

$127,233

Growth $119,655 + Savings $7,578
This plan covers this budget

Marketing / Offline Budget

$13,295

Creative, influencers, radio, events
Allocated separately

Growth Budget

$127,233

This plan

LN0 Target

26,590

May actual: 22,936 (87%)

Growth CAC

$4.78

Blended growth channels

Savings Target

7,500+

May: 6,110 (cross-sell focus)

0 May Retrospective

Key inputs for June plan:

MTN TSMS analysis — $2.94 CAC (best non-organic), 2,084 LN0 from $6,130 spend. RCN: 272 LN0 but click-to-signup collapsed at 1.35%
Meta restructured — FB page issue resolved, account running clean
Google restructured — new campaign architecture settling in, focus on optimizing within new structure

May Channel Scorecard

Channel	May LN0	CAC	KYC→LN0	Savings	June Action
Google UAC (all)	25,000+	~$3.50	49-62%	3,800+	Focus
↳ UAC Core tCPA	8,170	—	49.0%	1,134	Maintain
↳ UAC Core tROAS	3,775	—	51.6%	576	Scale
↳ UAC Retargeting	2,898	—	62.0%	626	Scale ↑↑
↳ UAC FS&L0 Tiers	2,065	—	53.6%	403	Maintain
↳ UAC Dynamic ROAS	1,614	—	60.4%	438	Scale
↳ UAC In-app L0 Signals	1,037	—	91.8%	647	Scale ↑↑
Google PMax	1,729	~$4.70	80%	1,005	Scale
Meta (fb4a + ig4a)	2,054	~$10	53.8%	478	Restructured — Maintain
MTN TSMS	2,084	$2.94	60.3%	136	Scale ↑↑ (analysis)
MTN BC	1,286	~$3.27	51.9%	178	Scale
MTN RC	400	—	50.8%	86	Maintain
MTN RCN	272	$3.22	31.3%	—	Fix targeting
USSD Unreg.	234	—	56.5%	52	Scale
Africa Talking	88	—	57.1%	16	Cut

TSMS is the breakout channel. MTN analysis confirmed 2,084 LN0 at $2.94 CAC — best non-organic in the portfolio. Scaling to $7K projects 2,400+ LN0. RCN's click-to-signup collapse (1.35% vs TSMS 5.42%) means it needs audience suppression, not more budget.

1 Growth Budget Allocation — $127,233

Marketing/offline $13,295 allocated separately. This plan covers Growth ($119,655) + Savings ($7,578) only.

Channel	Budget	% Growth	LN0 Target	Target CAC	Rationale
Google UAC	$75,000	58.9%	10,000	$7.50	Core engine — restructure focus
Google PMax	$8,500	6.7%	1,800	$4.72	80% KYC→L0 + savings engine
Meta (FB/IG)	$15,000	11.8%	1,000	$15.00	Post-restructure, focused on retargeting
MTN TSMS	$7,000	5.5%	2,400	$2.92	Analysis-proven $2.94 CAC
MTN Branded Caller	$4,200	3.3%	1,300	$3.23	May: 1,286 LN0 proven
Infobip SMS Flows	$5,500	4.3%	2,200	$2.50	Savings + eligible-no-LN0 focus
USSD Blasts	$2,000	1.6%	500	$4.00	Expanded with eligible segment
MTN RC + RCN	$1,500	1.2%	400	$3.75	RCN reduced — fix targeting first
Savings SMS/Push	$7,578	6.0%	—	—	No-LN0 + borrower cross-sell
Reserve	$955	0.8%	—	—	Emergency TSMS blast if needed
GROWTH + SAVINGS	$127,233	100%	26,590	$4.78	—

Marketing Budget — $13,295 (Allocated Separately)

Creative production, influencers, radio, MoMo agents, community activations, and other offline marketing activities. Not included in this growth plan — managed by marketing team.

2 Google Campaigns — $83,500 RESTRUCTURED

Restructure Context

May saw a major campaign restructure. The new architecture is settling in — June is about optimizing within the new structure, not changing it again. Key focus: let tROAS campaigns find their stride, scale Retargeting (2,898 LN0 from 1,405 installs), kill all FidoBiz campaigns.

UAC Architecture — $75,000

Campaign	Budget	LN0 Target	Bid Strategy	May LN0	June Focus
C1: UAC Core L0 (tCPA)	$38,000	4,200	tCPA $9	8,170	Reduce slightly — let tROAS absorb share
C2: UAC Core L0 (tROAS)	$20,000	2,700	tROAS 300%	3,775	Maintain — outperforming on efficiency
C3: UAC FS&L0 Tiers	$4,000	800	tROAS	2,065	Maintain — solid mid-tier
C4: Retargeting (UACe)	$8,500	2,300	tCPA $4	2,898	Scale ↑↑ — best efficiency
C5: Dynamic ROAS L0	$3,000	700	tROAS	1,614	Scale slightly
C6: In-app L0 Signals	$1,000	250	tCPA	1,037	Watch — 91.8% KYC→L0
C7: Search Brand	$500	200	IS >=95%	—	Maintain

C4 Retargeting Deep-Dive

Why Scale 5x

May: 2,898 LN0 from only 1,405 installs — returning users
62% KYC→LN0 (best UAC conversion rate)
626 savings cross-sells (21.6% savings rate)
Budget: ~$1,600 → $8,500

Adset Split

KYC Started / Not Completed: $3,500
Score Eligible / Not Disbursed: $3,000
Lapsed Borrowers 30-90d: $2,000
Frequency cap: 4/user/week — reallocate to C2 if saturated

PMax Campaigns — $8,500

Campaign	Budget	LN0	Savers	May Performance
GH PMax — EasySave Ladies	$5,000	1,100	700	1,141 LN0 · 697 savers · 80.2% KYC→L0
GH Pmax — EasySave Signals	$2,500	500	300	588 LN0 · 308 savers · 79.6% KYC→L0
GH PMax — Test (new audience)	$1,000	200	—	Test: salary advance / restock signals

PMax remains the savings engine. 80% KYC→LN0 + 58% savings cross-sell rate. EasySave Ladies alone produced 697 savers and 461 post-loan savers. Double duty: loan acquisition AND savings growth.

Campaigns to Kill

Campaign	May LN0	Action	Reason
UAC Ghana — FidoBiz Docs Signals	654	Kill	FidoBiz discontinued Apr 2026
UAC GH Biz — FS250 & Repay	482	Kill	FidoBiz discontinued
UAC GH — FidoBiz Docs New	2	Kill	FidoBiz discontinued
UAC GH — FidoBiz Installs	2	Kill	FidoBiz discontinued
GH Pmax FidoBiz LP	2	Kill	FidoBiz discontinued

1,142 LN0 going to a dead product. FidoBiz campaigns still running in May. Kill immediately — reallocate budget to C4 Retargeting and C2 tROAS.

3 Meta Campaigns — $15,000

Post-Restructure Strategy

FB page issue resolved, account running clean. With growth-only budget, Meta focuses on retargeting (higher conversion) over broad acquisition. The restructured campaigns need time to optimize — concentrate spend on proven segments.

Campaign / Adset	Budget	LN0 Target	Notes
Campaign 1: GH App Purchase	$8,000	500	—
↳ Salaried Workers	$4,000	250	May winner — proven segment
↳ Mid-income Unbanked	$2,500	160	Broad reach
↳ Salary Advance (seasonal)	$1,500	90	"Mid-year check" messaging
Campaign 2: GH Retargeting	$7,000	500	—
↳ KYC Started, Not Completed	$3,000	210	Rescue stalled users
↳ Score Eligible, Not Disbursed	$2,500	180	Push approved users
↳ Savings-only, No Loan	$1,500	110	NEW — 1,722 May savers w/o LN0

Wk2 gate: Meta needs 50+ conversions/week per adset to optimize. At $15K across 6 adsets (~$360/wk each), monitor closely. If any adset is below 30 conversions by Wk2, consolidate into top 3.

4 MTN Blasts — $12,700 ANALYSIS-DRIVEN

MTN TSMS Analysis Key Findings (May 1-28)

TSMS LN0

2,084

from 94K clicks · $6,130 spend

TSMS CAC

$2.94

Best non-organic channel

RCN LN0

272

from 57K clicks · $876 spend

RCN Problem

1.35%

Click→Signup collapsed

MTN TSMS — $7,000 (6 Blasts)

Scaling from 5 blasts ($5.5K) to 6 blasts ($7K) based on analysis proving $2.94 CAC. Projects 2,400 LN0.

Date	Day	Audience	Copy Theme	Est. LN0	Cost
Jun 2	Mon	~500K cold	"New month, new start — Fido cash in 5 mins"	~400	$1,170
Jun 6	Fri	~500K cold	"Weekend plans? Fido sorts your cash"	~400	$1,170
Jun 11	Wed	~500K cold	"School fees due? Bridge the gap with Fido"	~400	$1,170
Jun 18	Wed	~500K cold	"Mid-month hustle — Fido gives you GHS 500"	~400	$1,170
Jun 23	Mon	~500K cold	"Salary week coming — top up with Fido"	~400	$1,170
Jun 27	Fri	~500K cold	"Salary in? Save with Fido EasySave"	~400	$1,150

Copy strategy shift. May analysis showed -22% MoM on generic messaging. June tests urgency-specific copy (school fees, salary bridge, weekend) + introduces savings CTA on final blast. Track per-blast conversion to identify winning angles.

MTN Branded Caller — $4,200 (4 Flights)

Date	Day	Jingle Theme	Est. LN0	Cost
Jun 4	Wed	"Fido cash — fast, no paperwork. Dial 9988#"	~325	$1,050
Jun 11	Wed	"School fees? Fido sorts you — 9988#"	~325	$1,050
Jun 18	Wed	"Mid-month cash — dial 9988#"	~325	$1,050
Jun 25	Wed	"Salary week — Fido tops you up. 9988#"	~325	$1,050

MTN RC + RCN — $1,500

Channel	Schedule	Budget	LN0	Notes
MTN RC (cold USSD)	8x (Mon/Thu)	$1,100	~350	Maintained
RCN SMS	4x (reduced)	$400	~50	Halved — suppress registered users first

5 Blast Strategy — Savings, USSD & Eligible Focus OVERHAULED

Blast Philosophy

Blasts organized by strategic objective: savings growth, eligible-to-disbursement conversion, and USSD expansion. Each type has a target segment, success metric, and kill gate.

A. Savings Blasts — No-LN0 Cross-sell ($3,578 from Savings budget)

Target: Users who opened EasySave but never took a loan. May: 1,722 savings-no-LN0 users — untapped lending demand.

Blast	Segment	Audience	Schedule	Budget	Metric
SAVINGS→LOAN	Savers with no LN0, score eligible	~1,500	Jun 3, 17	$800	LN0 from savers
SAVINGS→LOAN	Savers with no LN0, not yet scored	~1,200	Jun 10, 24	$600	Survey completion
SAVE MORE	Active savers, balance < GHS 100	~3,000	Weekly Mon push	$0 (CT push)	Avg balance lift
SALARY→SAVE	Employed users, no savings	~15,000	Jun 26-28	$1,200	New saver opens
MILESTONE	Savers at GHS 50/100/200	Triggered	Always-on CT	$0 (CT push)	Retention rate
EASYSAVE LP	PMax EasySave audiences	Broad	Always-on	$978	New savers + LN0

B. Savings Blasts — Borrower Cross-sell ($4,000 from Savings budget)

Target: Active borrowers (LN1+) without a savings account. May: 3,444 users opened savings after their first loan — the cross-sell works.

Blast	Segment	Audience	Schedule	Budget	Copy
CROSS-SELL	LN1+ active, no savings	~20,000	Jun 5, 19	$1,600	"Save while you borrow — earn 10% on EasySave"
CROSS-SELL	LN0 disbursed 7-14d ago, no savings	~3,000	Triggered (CT)	$0 (CT push)	"Great first loan! Now start saving"
BUNDLE	Eligible, employed, no savings	~10,000	Jun 12, 26	$1,200	"Borrow + Save bundle — your money works harder"
SALARY SAVE	LN2+ repaid, salary week	~8,000	Jun 27-28	$1,200	"Salary in? Set aside GHS 50 in EasySave"

Savings target: 7,500+ new savers (vs May's 6,110). No-LN0 cross-sell + borrower cross-sell + PMax EasySave + milestone pushes should close the -9.5% MoM decline.

C. Eligible No-LN0 Acceleration ($2,500 from Infobip)

Users who passed scoring (FS >= 270) but never took their first loan. May: 24,570 eligible vs 22,936 LN0.

Blast	Segment	Audience	Schedule	Budget	Copy
ELIGIBLE→LN0	Score >=270, 0 loans, 0-7d since eligible	~2,000	Jun 3, 10, 17, 24	$1,200	"You're approved for GHS [X]! Tap to get your cash"
ELIGIBLE→LN0	Score >=270, 0 loans, 7-30d since eligible	~3,000	Jun 5, 19	$800	"Your Fido cash is waiting — GHS [X] ready to go"
ELIGIBLE→LN0	Score >=270, 0 loans, 30-90d since eligible	~2,500	Jun 12	$500	"Still approved! Cash out before it expires"

Eligible-no-LN0 Conversion Playbook

Fresh (0-7d): 4 touchpoints — SMS → push → SMS → push. Target: 15%+
Aging (7-30d): 2 SMS with urgency. Target: 8%+
Stale (30-90d): 1 hail-mary SMS. Target: 3%+. Kill if <2%
Kill gate: If blended conversion <5% by Wk2, reallocate to TSMS

D. USSD Blasts — $2,000 EXPANDED

USSD: 234 LN0 at 56.5% KYC→LN0 in May from $1.5K. Expanding with new segments.

Blast	Segment	Audience	Schedule	Budget	Est. LN0
USSD NEW	Unregistered MTN users	~8K each	Jun 5, 12, 19, 26	$1,000	~200
USSD LAPSED	Registered, no activity 30d+	~6K each	Jun 9, 23	$500	~100
USSD ELIGIBLE	Eligible, no LN0, via USSD prompt	~2K	Jun 16, 27	$500	~100

E. Other Top Blasts ($3,000 from Infobip)

Blast	Segment	Audience	Schedule	Budget	LN0 Target
REG→KYC	App open, KYC incomplete	~18K	Jun 6, 20	$1,200	500-700
KYC→SURVEY	Passed KYC, survey pending	~10K	Jun 13, 27	$800	400-600
SALARY TRIGGER	Eligible, salary-cycle timing	~5K	Jun 26	$600	300-400
SCORE RESET	LN1+ score reset, dormant 30d+	~3K	Jun 4, 18	$400	Reactivation

6 CleverTap Journeys (Savings-Focused)

Journey	Trigger	June Priority	Expected Lift
J03: Score Eligible → LN0	Score >=270, 0 loans	Coordinate with Infobip — CT handles push, Infobip handles SMS	+400-600 LN0
J01: Signup Acceleration	Signup event	Maintain	+2-3% KYC rate
J06: Post-Repay Re-engagement	Loan repaid (LN1+)	Maintain — key for repeat volume	7d reborrow
J08: KYC Failure Recovery	KYC failed	Maintain	+150-300 LN0
J09: Savings Cross-sell	LN0 disbursed + no savings	NEW — push savings at T+24h post-disbursement	+500 savers
J10: Savings Milestone	Savings deposit made	NEW — celebrate at GHS 50/100/200	+retention
J11: Savings→Loan Nudge	Saver 14d+, no loan, eligible	NEW — "You save smart, borrow smart too"	+200 LN0

Frequency Caps

3 pushes per 7-day rolling window per user
2 SMS per 14-day window per user
1 push per user per day max
DPD > 0 = immediate exit (Collections owns messaging)

7 June Blast Calendar

Week 1 (Jun 1-7)

Jun 2 Mon

MTN TSMS #1 · CT Referral #1

TSMS

$1,170

Jun 3 Tue

Eligible→LN0 (fresh) · Savings→Loan #1

ELIG SAV

$1,100

Jun 4 Wed

MTN BC #1 · Score Reset #1

$1,250

Jun 5 Thu

USSD New #1 · Cross-sell LN1+ #1 · Eligible (7-30d)

USSD SAV ELIG

$1,050

Jun 6 Fri

MTN TSMS #2 · Reg→KYC #1

TSMS ELIG

$1,770

Week 2 (Jun 8-14)

Jun 9 Mon

USSD Lapsed #1 · CT Referral #2

USSD

$250

Jun 10 Tue

Eligible→LN0 (fresh) · Savings→Loan (unscored) #1

ELIG SAV

$900

Jun 11 Wed

MTN TSMS #3 · MTN BC #2

TSMS BC

$2,220

Jun 12 Thu

USSD New #2 · Bundle Save+Loan #1 · Eligible (stale 30-90d)

USSD SAV ELIG

$950

Jun 13 Fri

KYC→Survey #1

ELIG

$400

Week 3 (Jun 15-21)

Jun 16 Mon

USSD Eligible #1 · CT Referral #3

USSD

$250

Jun 17 Tue

Eligible→LN0 (fresh) · Savings→Loan #2

ELIG SAV

$1,100

Jun 18 Wed

MTN TSMS #4 · MTN BC #3 · Score Reset #2

TSMS BC

$2,420

Jun 19 Thu

USSD New #3 · Cross-sell LN1+ #2 · Eligible (7-30d)

USSD SAV ELIG

$1,050

Jun 20 Fri

Reg→KYC #2

ELIG

$600

Jun 22 Sun

MID-MONTH REVIEW — kill underperformers, reallocate

Week 4-5 (Jun 23-30)

Jun 23 Mon

MTN TSMS #5 · USSD Lapsed #2

TSMS USSD

$1,420

Jun 24 Tue

Eligible→LN0 (fresh) · Savings→Loan (unscored) #2

ELIG SAV

$900

Jun 25 Wed

MTN BC #4 · CT Payday Boost

$1,050

Jun 26 Thu

USSD New #4 · Bundle Save+Loan #2 · Salary Trigger

USSD SAV ELIG

$1,550

Jun 27 Fri

MTN TSMS #6 (savings CTA) · KYC→Survey #2 · USSD Eligible #2 · Salary→Save

TSMS SAV USSD

$3,150

Jun 28 Sat

Salary→Save #2 · CT Referral #4

SAV

$600

Jun 30 Mon

Month close · July planning

8 Weekly Pacing & Intervention Playbook

Week	Dates	LN0 Target	Cumul.	Budget Pace	Key Activity
Wk 1	Jun 1-7	5,800	5,800 (22%)	≤$27,900	Launch restructured campaigns + TSMS #1-2 + BC #1
Wk 2	Jun 8-14	6,300	12,100 (46%)	≤$57,000	Mid-week review; Meta adset consolidation if needed
Wk 3	Jun 15-21	6,300	18,400 (70%)	≤$87,000	Mid-month deep review; blast kill gates
Wk 4-5	Jun 22-30	8,190	26,590 (100%)	≤$127,233	Salary week sprint; TSMS #5-6 + salary blasts

Intervention Triggers

On Pace (+-5%)

Maintain channel mix
Focus on savings cross-sell conversion
Monitor Meta algorithm learning

5-15% Behind

UAC tROAS cap +20%
Pull forward next TSMS blast (+$1.2K)
Meta top adset +15%
Extra eligible-no-LN0 Infobip blast

>15% Behind

Deploy $955 reserve to TSMS (best CAC)
Emergency TSMS blast #7
Shift Meta budget to UAC C4
Emergency eligible→LN0 blast (all cohorts)
Same-day call with team

Savings Behind (< 1,500/wk)

Add extra EasySave cross-sell SMS
PMax EasySave Ladies +$500
Activate J09 savings cross-sell for LN1+
Push salary→save blast forward

9 LN0 Target Bridge — How We Get to 26,590

Source	LN0	% Total	Confidence	Notes
Google UAC (C1-C7)	10,000	37.6%	High — May: 25K+ attributed	$75K budget
Organic / Direct / CleverTap	6,390	24.0%	High — stable organic base	Includes CT journey lift
MTN TSMS	2,400	9.0%	High — analysis: $2.94 CAC	6 blasts, $7K
Infobip Flows	2,200	8.3%	High — proven segments	Eligible + funnel focus
Google PMax	1,800	6.8%	Medium — scaling	80% KYC→L0
MTN BC	1,300	4.9%	High — May: 1,286	4 flights, $4.2K
Meta (FB/IG)	1,000	3.8%	Medium — post-restructure	$15K focused on retargeting
USSD Blasts	500	1.9%	Medium — expanding	3 segments
MTN RC + RCN	400	1.5%	Medium	RCN reduced
TOTAL	26,590	100%	—	—

Paid Digital

59%

~15,600 LN0 (Google + Meta)

Blasts + Infobip

26%

~6,800 LN0 (TSMS+BC+USSD+RC+Infobip)

Organic + CT

24%

~6,390 LN0

10 Key Risks & Mitigations

Risk	Impact	Mitigation
Meta at $15K may under-deliver	Algorithm needs volume to optimize post-restructure	Concentrate on 3 best adsets; Wk2 gate at 30 conversions/adset. If failing, shift $3K to UAC C4
C4 Retargeting saturation	5x budget may exhaust warm audience	Cap frequency 4/user/wk; reallocate to C2 if saturated
TSMS copy fatigue at 6 blasts	Diminishing returns per blast	6 different copy angles; track per-blast; kill worst performer Wk3
FidoBiz campaigns still running	1,136 LN0/month to dead product	Kill Day 1. Verify paused by Jun 2
Savings target miss (7,500)	-9.5% MoM trend from April	PMax EasySave + J09/J10/J11 + 8 savings blasts
Organic estimate aggressive	6,390 relies on CT journey lift	If organic <5,500 by Wk2, add TSMS blast #7 from reserve