Integrated PPC and SEO strategy that reduced CPA by 40% and increased qualified pipeline for a B2B fintech platform over six months.
The client — a B2B payments platform for mid-market companies — was running significant paid search spend without a coherent organic strategy. PPC was generating clicks but the conversion rate was poor, and there was no visibility into which keywords were already ranking organically.
The result was a predictable inefficiency: they were paying for clicks on queries they could have earned for free, while their organic presence on high-intent commercial terms was weak because no one was building it.
The engagement was framed as a full search audit — covering both paid and organic — with the goal of a unified strategy that stopped the duplication and improved overall search ROI.
Analysed current PPC spend, organic rankings, and competitor search presence across 380 target queries. Identified significant overlap where paid spend was cannibalising organic clicks.
Segmented all target queries into three categories: own organically (reduce or pause paid), build organically over 90 days (maintain paid temporarily), and paid-only for competitive terms with low organic potential.
Paused $18K/month in spend on terms already ranking organically in positions 1–3. Reallocated budget to high-intent queries with low organic potential and competitive terms where visibility mattered.
Audited and rewrote four core PPC landing pages. Reduced form friction and improved messaging alignment with the queries driving traffic. Conversion rate on paid traffic improved 31% within 60 days.
Developed pillar content and product comparison pages targeting 12 high-intent queries where the site had no organic presence. Eight of those pages ranked on page one within six months.
The unified approach produced results that neither channel could have achieved independently. Removing wasteful spend freed budget for higher-value placements. Organic growth reduced reliance on paid for top-funnel terms. Together, they produced a measurable improvement in search ROI across the full funnel.
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