Aperitif helped easyAML get ahead of a new compliance deadline, turning a sceptical B2B audience into a scalable, high intent lead pipeline before the market even felt the urgency.
easyAML is an Australian built, ISO 27001-certified compliance platform that automates Tranche 2 AML/CTF obligations for SMEs. It brings risk assessments, identity verification, transaction monitoring, and reporting together in a single dashboard.
In 2025, Australia introduced Tranche 2 of its Anti-Money Laundering and Counter-Terrorism Financing reforms, extending compliance obligations for the first time to real estate professionals, conveyancers, lawyers, and accountants ahead of a hard enforcement deadline. That deadline gave easyAML a narrow, time-limited opportunity, but the market did not yet feel any urgency to act.
The brief was to build a scalable B2B lead engine across four newly regulated professional groups, while holding cost per lead to a strict ceiling. Early conditions worked against the campaign: competitive bidding on compliance keywords pushed acquisition costs well above target, and a single generic landing page struggled to convert a wary, unconvinced audience.
Rather than run one compliance campaign for everyone, we treated each regulated profession as its own audience with its own anxieties:
Built four vertical-specific paid search and Performance Max campaigns, one for each newly regulated profession, targeting hyper-specific, high-intent search terms.
Designed dedicated, industry-specific landing pages so each audience arrived at a page speaking directly to their compliance concern.
Ran a head-to-head test between Performance Max and traditional Search to allocate a budget based on live performance data.
Tested three distinct messaging angles (urgency, trust, and product-led) continuously across every vertical.
Ran multi-batch creatives testing across Display, Youtube, and Gmail placements to identify the strongest performing visual and video assets.
This structural shift, rather than incremental tweaks, was what unlocked performance. Giving each profession its own funnel turned a sceptical, low-intent audience into a reliable source of qualified leads.
Performance improved steadily and significantly across every key metric over the campaign period.
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