The financial model enabled dynamic planning of advertising campaigns based on Google Ads data.

The financial model was created at the end of 2011 for an online currency exchange platform operating under the following conditions:

• ultra-low margins,
• high operational risk,
• dependence on banking infrastructure,
• the need to build customer trust from scratch.

It provided a comprehensive analysis of profitability, risks, and capital requirements – serving as the foundation for investment and management decisions.

The model’s main dashboard served both informational and control functions:

• presented a coherent picture of the financial situation,
• enabled scenario analysis and risk assessment,
• supported the due diligence process and negotiations with the investment fund,

It was a practical tool for communication between the project team and the investor.

The recipient could:

• test various budget scenarios,
• evaluate campaign effectiveness in terms of customer acquisition cost (CAC),
• analyze the impact of marketing activities on revenue and cash flow.

The solution provided high transparency and flexibility in the area of promotion.

The financial model allowed for precise estimation of variable costs related to online customer acquisition.

Google Ads data (at the keyword level) was used, which enabled:

• determining the cost of acquiring a single customer (CAC),
• comparing campaign effectiveness across target groups,
• real-time optimization of promotional activities.

This was critical in a low-margin, highly competitive business model.

The financial model offered a full breakdown of capital expenditures (CAPEX) and operating expenses (OPEX), facilitating:

• realistic planning of capital requirements,
• precise allocation of costs to development stages,
• identification of fixed and variable costs depending on volumes,

Thanks to this, the model recipient gained a tool that supported both budgeting and financial analysis.

The financial model supported the project from the idea stage through to full implementation and operational launch of the platform.

• over one billion PLN in revenue in the second year,
• positive net result,
• full control over the implementation of financial assumptions,

The model was developed and used operationally for over 7 years – from the investment stage, through growth, to ongoing reporting and financial management.