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How Our Lead Generation Strategy Quadrupled Leads for a Singapore Professional Services Firm in 6 Months
4× more leads. 40% lower cost per lead. A combined SEM + SEO strategy that transformed their pipeline.
Lead volume increase
Lower cost per lead
Pipeline growth
The Client
A professional services firm struggling to scale enquiries
Our client is a Singapore professional services firm providing financial advisory and corporate secretarial services to SMEs. They had a solid reputation built on word-of-mouth, but were unable to scale beyond referrals. For a financial advisory and corporate secretarial firm, referrals had carried the business a long way — but they were finite and unpredictable, and they tied growth to the personal network of a few partners. The firm wanted to add a second, controllable channel that could generate qualified enquiries on demand, without diluting the trust its reputation was built on. The problem was that its existing paid advertising was doing the opposite: burning budget on the wrong clicks and sending the few genuine prospects it did attract to pages that gave them no reason to get in touch.
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Singapore professional services firm — financial advisory & corporate secretarial for SMEs.
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Strong reputation, but growth capped by reliance on referrals.
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Existing Google Ads spend producing expensive, low-quality clicks.
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A website with effectively no organic search visibility.
The Challenge
An ad account built on broad keywords and wasted spend
Three problems were quietly draining their budget — none of which more ad spend could fix.
Problem 01
Wasted spend on broad keywords
Over 60% of ad spend went to irrelevant search terms — people seeking general financial information, not professional services. And because the account had no negative-keyword discipline or proper conversion tracking, there was no way to tell which spend was working and which was simply lighting money on fire each month.
Problem 02
A landing page that didn't convert
No conversion rate optimisation, no trust signals and no clear call to action meant clicks rarely became enquiries.
Problem 03
No SEO foundation
With no organic visibility, every lead had to come through paid channels at an ever-increasing cost.
Our Strategy
A dual-channel approach: SEM + SEO
We rebuilt the paid account from the ground up and laid an organic foundation to bring cost per lead down over time. Rather than just optimise what was already there, we treated paid and organic as two halves of one lead engine. On the paid side we rebuilt the Google Ads account from scratch — a clean campaign structure, tightly themed ad groups, comprehensive negative-keyword lists to cut irrelevant traffic, and conversion-optimised landing pages with the trust signals and clear calls to action the firm had been missing. In parallel we laid an organic foundation: full keyword research and dedicated service pages targeting the high-intent queries qualified buyers actually use, so that over time a growing share of leads would arrive without paying for every click. The two channels reinforced each other — sharper paid targeting produced cleaner conversion data, which in turn informed the organic content. The outcome was a step-change in efficiency: enquiries quadrupled, cost per lead fell 40%, and the pipeline grew 280% over six months. The more important shift, though, was structural — the firm moved from a single, unpredictable referral channel to a measurable, dual-channel engine it could scale with confidence, with the organic groundwork steadily lowering its reliance on paid spend as it matured.
SEM account restructure
Rebuilt Google Ads from scratch — new campaign structure, tightly themed ad groups, negative keyword lists and conversion-optimised landing pages.
SEO foundation build
Conducted full keyword research and built service pages targeting high-intent queries, with local SEO to capture Singapore-specific searches.
Conversion rate optimisation
Redesigned key landing pages with trust signals, clearer messaging and stronger calls to action to convert more clicks into qualified enquiries. For a related example, see our Google Ads case study.
The Results
Measurable outcomes that changed the business
Six months in, the client had more qualified pipeline than their team could handle — a high-quality problem we were glad to help them solve.
Monthly leads quadrupled — from ~18 to 76 qualified enquiries a month.
Lower cost per lead — CPL fell from S$320 to S$192.
Growth in total sales pipeline within 6 months.
Managing Director · Professional Services Firm, Singapore
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