Fifteen leading Nigerian banks collectively recorded over 213 million ad impressions across major social media platforms, including LinkedIn, YouTube, Facebook, Instagram, and TikTok, during the third quarter of 2025.
This insight comes from the Banking Conversion Digital Marketing Efficiency Report (Q3 2025) by ConversionTracker.com, which analyzed user traffic, engagement trends, and conversion performance across the country’s top financial institutions.
Banks Covered in the Report
The report evaluated 15 major Nigerian banks, including:
Access Bank, Citibank, Ecobank, Fidelity Bank, First Bank of Nigeria, FCMB, Globus Bank, GTBank, Keystone Bank, Polaris Bank, Stanbic IBTC Bank, Standard Chartered, Sterling Bank, Union Bank, and United Bank for Africa (UBA).
These banks deployed Sponsored Posts, Video Ads, Carousel Ads, and Reels promoting services such as personal loans, premium accounts, savings, investments, and digital wallets.
Key Performance Overview
The report revealed that collectively, the 213 million ad impressions reflected strong customer engagement and effective campaign optimization within Nigeria’s banking industry.
“Top social ads driving results for the 15 Nigerian banks: Total impressions reached ~213M, with an average reach of ~760K, CTR of 4.0%, completion rate of 77.7%, and conversion rate of 3.4%,” the report stated.
These metrics underscore the growing influence of digital marketing in shaping customer acquisition and engagement for banks across Nigeria.
GTBank Leads in Reach and Engagement
Guaranty Trust Bank (GTBank) led the report with impressive performance across multiple social platforms.
The bank ran 26 campaigns, achieving:
- 1.41 million impressions
- 1.16 million reach
- 5.18% click-through rate (CTR)
- 63.82% completion rate
- 3.34% conversion rate
GTBank performed particularly well on LinkedIn, leading in loan and investment promotions, and achieving strong B2B engagement driven by brand trust. However, the report noted that shorter ad formats slightly reduced retention rates.
Access Bank Excels on YouTube with High Completion Rates
Access Bank also executed 26 campaigns, averaging:
- 1.18 million impressions
- 418,000 reach
- 5.85% CTR
- 80.54% completion rate
- 3.95% conversion rate
The report highlighted Access Bank’s YouTube campaigns as standout performers, particularly videos promoting account setup and forex products, which achieved high completion rates and enhanced funnel progression.
UBA Achieves Highest Conversion Rate
United Bank for Africa (UBA) launched 26 campaigns, recording:
- 554,000 impressions
- 557,000 reach
- 2.59% CTR
- 79.87% completion rate
- 4.4% conversion rate
UBA’s Facebook carousel ads targeting remittance and savings products were among the top-performing campaigns, especially for diaspora audiences.
Despite a lower CTR, UBA maintained one of the highest conversion rates in the industry.
Polaris Bank Shines in Professional Targeting
Polaris Bank also executed 26 campaigns, with:
- 1.55 million impressions
- 828,000 reach
- 4.45% CTR
- 78.7% completion rate
- 4.29% conversion rate
The bank excelled on LinkedIn, effectively targeting professionals with ads for loan and card products. The strategy resulted in high-quality leads and strong engagement within n
The Broader Digital Banking Context
According to ConversionTracker, the rise in ad impressions aligns with the accelerating digital transformation in Nigeria’s banking sector.
The study noted that user engagement metrics, including website speed, SEO visibility, and ad completion rates, are now major determinants of conversion success.
The campaigns’ performance demonstrates that banks investing in data-driven marketing and multi-channel strategies are seeing higher returns in customer acquisition and retention.
Conclusion
The Q3 2025 report confirms that Nigerian banks are embracing digital marketing at an unprecedented scale, with over 213 million social ad impressions marking a new high for the industry.
Leading institutions such as GTBank, Access Bank, UBA, and Polaris Bank are setting new benchmarks for creative optimization, customer targeting, and conversion efficiency, signaling a maturing digital landscape in Nigeria’s financial sector.
