Driving scalable acquisition growth for a leading Australian fintech
SEO
PAID MEDIA STRATEGY
Weel is a leading Australian fintech offering corporate debit cards and spend-management software used by finance teams across Australia and New Zealand.
Challenge
As Weel entered its next phase of growth, the business needed a more scalable and efficient way to acquire high-value leads and increase revenue through search. Operating in a niche B2B category with limited high-intent volume, their existing acquisition setup made it difficult to consistently attract and convert the right prospects at scale.
To achieve sustainable growth, Weel had to overcome several barriers:
- Low conversion volume limited paid search algorithms’ ability to optimise effectively
- Keyword-only targeting couldn’t scale, particularly in a category with constrained high-intent searches
- Rich CRM data in HubSpot wasn’t connected to Google Ads, meaning the platform lacked visibility into which leads progressed to MQLs or revenue
- Heavy reliance on brand search meant Weel was paying for existing demand rather than generating new demand
- Non-branded visibility was far below category potential, making it harder to reach finance leaders earlier in their decision-making process
- A major CMS and content migration posed a risk of ranking volatility and required proactive technical SEO support
Our Solution
To solve these challenges, we built a unified paid and organic search strategy designed to attract high-value leads, unlock non-branded demand, and drive meaningful revenue growth. Here’s how we did it:
CRM-Powered Paid Search Optimisation
We integrated HubSpot CRM data directly into Google Ads, giving the algorithm visibility into the touchpoints that historically progressed to MQL and revenue. Weighted conversion actions were applied across the funnel, enabling Google to distinguish high-value behaviours from low value leads, optimising toward the customers that mattered most.
Full-Funnel Bidding Strategy
Using those weighted signals, we implemented a full-funnel bidding model that prioritised high-intent interactions. This shift helped Weel capture more conversion-ready prospects even in a low-volume, niche B2B category.
High-Intent SEO Landing Pages
Using organic keyword insights, we created new targeted landing pages across high-intent product categories such as “fuel cards” and “AP automation”. These pages matched real user demand, improved relevance scores, and created new acquisition opportunities that previously didn’t exist.
Unified Paid + Organic Search Alignment
Paid Search campaigns were aligned to the new SEO-led landing pages, creating a consistent user journey and enabling both channels to amplify performance. This integration unlocked significant uplift across generic search campaigns, driving stronger click-through and conversion performance.
Full-Funnel Content Strategy
We conducted market research and built a full-funnel content strategy to grow non-branded organic traffic, improve category visibility, and establish Weel as a trusted authority in expense management, finance operations, and accounting workflows across Australia and New Zealand.
CMS Migration SEO Support
Our SEO experts led Weel through a full CMS and content migration, applying technical best practices to safeguard rankings for landing pages, enhance site UX, and drive increased blog visibility post-launch.
Together, these initiatives formed an integrated search strategy designed to increase lead quality, expand high-intent reach, and improve overall acquisition efficiency.
SEO
Paid Media Strategy
Content
Data & Intelligence
The Result
Through a unified strategy built on richer signals and stronger search alignment, Weel unlocked meaningful growth across the entire acquisition funnel.
Lead Quality & Volume
Weighted conversion signals and expanded non-branded reach delivered a 13% YoY increase in MQLs, along with an 8% uplift immediately after implementation. This resulted in a stronger pipeline of high-intent prospects ready to progress through the funnel.
Revenue Growth
By optimising toward touchpoints historically tied to revenue, Weel achieved an almost 2 x increase in revenue, alongside a 40% uplift period-on-period following the new strategy.
Incremental Search Demand Unlocked
Aligning paid and organic activity created new high-intent pathways. Generic search campaigns saw an over 80% increase in clicks and a 100% increase in MQLs after launching the new SEO-led landing pages.
Scalable Foundations for Growth
With cleaner signals, unified optimisation, and a stronger non-branded footprint, Weel now operates with a more efficient, revenue-focused acquisition engine built to scale with the business.
Weel’s new integrated search ecosystem now delivers higher-quality leads, stronger efficiency, and significantly improved revenue performance, creating a foundation for scalable, long-term growth.
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