FP Markets Strengthens Global Acquisition Strategy With AdRoll

Building a memorable brand in the highly competitive forex industry requires consistency, innovation, and a deep understanding of traders’ evolving needs. With more than 20 years in the market, FP Markets has continued to grow its global presence by combining trusted trading conditions, cutting-edge technology, and a client-first approach. Since its founding in 2005, the company has navigated changing market landscapes while strengthening its reputation as a reliable global broker in an increasingly crowded industry.

As we enter a new phase of strategic growth, we are committed to strengthening FP Markets’ international presence, while further expanding into new markets and connecting with new audiences. With a strong foundation already established, our focus has shifted from merely building presence to scaling impact by strengthening brand leadership, deepening engagement with traders worldwide, and continuing to position FP Markets as a forward-thinking force in the trading industry.

Australia-based FP Markets is a globally recognised broker with over 10,000 tradable instruments such as forex, shares, indices, commodities, metals, bonds, ETFs, and digital currencies. One of our primary goals is to help our clients develop as traders. FP Markets offers a variety of account types that cater to various experience levels, trading sizes, strategies, and styles, giving our clients the freedom to trade however they want. It starts with a cutting-edge trading platform and an extensive product range, and we complement that with rapid execution, consistently tight spreads, aggregated pricing across several top-tier liquidity providers, and 24/7 multilingual support.

Beyond robust features, customer education is critical to trader development. Marketing plays a key role, promoting educational content such as articles, webinars, and market analysis. We also know every trader’s journey is unique, so the FP Markets academy offers various paths for different learning styles and objectives. There’s no room for making ridiculously big promises. It’s about being genuine and transparent with our customers so we can improve together.

FP Markets has grown from 20 employees to more than 400, becoming one of the most reputable brokers in the industry, with multiple entities operating worldwide. As Chief Marketing Officer, I lead an experienced team responsible for the company’s marketing activities.

Marketing in this environment requires a flexible, forward-thinking approach. In addition to reaching new audiences, our goal was to establish a memorable brand identity in a highly competitive space. As the company launched in new markets, we needed a dynamic solution to create customized yet consistent messaging.

Expanding into international markets also meant adapting to different regulatory environments and audience expectations. We wanted to ensure our messaging remained tailored and relevant to local audiences while maintaining the consistency and identity that define the FP Markets brand.

We used various marketing channels in the past but struggled with retargeting, and the inability to reach relevant audiences on multiple websites limited our growth. It became essential to gain access to these audiences and adapt our messaging accordingly.

We began searching for a comprehensive platform with a broad reach. We found AdRoll, which offered several options to help us reach new customers and re-engage our global audience. The AdRoll team impressed us with their responsiveness and willingness to understand our company’s needs. We also saw the benefits of the platform’s dynamic ad capabilities, which would allow us to design ads that attract attention and re-engage audiences.

After adopting AdRoll, we saw near-immediate results. Our retargeting campaigns increased conversions, and our tailored messages attracted more customers to our site. Over the last five months alone, monthly retargeting conversions increased by 27% while spend remained flat, allowing us to acquire substantially more qualified traders without increasing investment.

AdRoll’s user-friendly interface also made it easy for my team to segment audiences, track results, and fine-tune to improve performance. These features saved time and increased our efficiency. By consolidating our retargeting activities across seven regions into a single workflow, AdRoll reduced weekly campaign management time by approximately 30%.

AdRoll’s ability to cater to different audiences through prospecting campaigns also played a key role in FP Markets’ evolution. These became an important driver of growth by consistently introducing new audiences into our marketing funnel. AdRoll's prospecting capabilities generated a significant share of our new visitor volume while creating a larger audience pool for retargeting campaigns to engage. The combination of prospecting and retargeting proved particularly effective in Asia and Africa, helping us strengthen brand awareness and expand our presence in markets that had previously been underserved.

AdRoll allowed us to expand our brand, adapting and localising our approach to different markets without sacrificing our brand message.

Whether making adjustments to campaigns or offering personalized guidance, AdRoll’s customer service exceeded expectations. The AdRoll team and our dedicated account manager consistently go above and beyond to drive our success. Similar to the relationship we want to develop with our customers, our trust in AdRoll is built on clear communication and continuous reliability. They’re there for us, they’re respectful of our business, and I know they want us to succeed in our efforts.

As FP Markets moves beyond its 20-year milestone, the focus remains firmly on growth and innovation. With plans to expand into even more markets, we continue to see AdRoll as a valued long-term partner in driving global brand success. As digital marketing evolves, AdRoll helps FP Markets stay ahead through dynamic retargeting, scalable campaign solutions, and dedicated customer support. Together, the partnership will continue strengthening our global presence while delivering exceptional trading experiences to clients worldwide.