4× more leads. 40% lower cost per lead. A combined SEM + SEO strategy that transformed their pipeline.
Client name withheld under NDA.
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.
Three problems were quietly draining their budget, none of which more ad spend could fix.
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.
No conversion rate optimisation, no trust signals and no clear call to action meant clicks rarely became enquiries.
With no organic visibility, every lead had to come through paid channels at an ever-increasing cost.
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.
Rebuilt Google Ads from scratch: new campaign structure, tightly themed ad groups, negative keyword lists and conversion-optimised landing pages.
Conducted full keyword research and built service pages targeting high-intent queries, with local SEO to capture Singapore-specific searches.
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.
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.
New campaign structure, tightly themed ad groups, negative keyword lists and proper conversion tracking. Wasted spend dropped quickly.
Key pages rebuilt with trust signals, clearer messaging and stronger calls to action, so more clicks became enquiries.
Service pages and local SEO began to rank for high-intent queries. Enquiries reached 76 a month at S$192 per lead.
Our sales pipeline grew by 280% in under 6 months. The quality of leads has improved dramatically. We're now talking to real decision-makers, not tyre-kickers.
In financial services, a large share of searches come from people looking for general information, not an advisor. Excluding them was the biggest single saving, because over 60% of spend had been going to those searches.
SMEs choosing an advisor want to know who you are, what you do and how to start a conversation. A page that answers those three things quickly converts far more of the clicks you already pay for.
The paid account showed which queries turned into real enquiries. Those queries shaped the SEO pages, and as they ranked, a growing share of leads arrived without paying for every click.
Paid search, SEO and landing pages built to bring in qualified enquiries.
Results across SEO, paid media, content, web and more.
Another paid plus organic programme that halved cost per lead.
We will show you where your current enquiries are leaking.
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