How a US Business Funding Company Turned One in Five Clicks Into an Enquiry

Overview

A US financial company offering fast, flexible business loans needed a consistent flow of high-quality funding enquiries from Google. In under six months the account spent $30,970 and produced 675 enquiries at $45.88 each — with 19.70% of all clicks becoming a lead.

The Pain Point

Business lending is one of the most expensive categories on Google, and one of the least forgiving. Clicks averaged $9.04, so a campaign that converts at the category norm is losing money before it starts:

• Every wasted click is costly. At $9 a click, a few hundred irrelevant searches a month is real money gone.
• The category attracts the wrong traffic. Research, comparison and personal-loan searches look commercial but never become a business funding enquiry.
• Trust is the bottleneck, not the click. People are cautious about who they hand financial details to, so the page after the click decides the result.

The Solution

We let Google’s bidding do what it is good at and spent our own effort on the two things it cannot do: deciding which searches are worth entering, and making sure the page after the click earns the enquiry.

Keywords were kept to commercial intent around business funding and working capital. Ad copy led with the three things this audience actually weighs — speed, trust and flexible terms — and the landing experience repeated the same promise instead of restating the brand.

What We Did

1. Targeted commercial intent only

High-intent keywords around business funding and working capital, with research and consumer-lending traffic excluded.

2. Let Maximize Conversions optimise

With conversion tracking verified first, automated bidding was given clean data to work from and the room to find the enquiries.

3. Wrote for speed, trust and flexibility

The ads led with what this audience weighs up, and the landing page carried the same message rather than a different one.

4. Kept the enquiry in sight

Short forms, click-to-call and visible trust signals turned a cautious visitor into an enquiry at a 19.70% rate.

Results

Campaign period: March – August 2025

How That Compares