Combining paid media, SEO and behavioural insights to drive a 283% YoY increase in leads



Opayo (formerly SagePay) competes against global leaders in the financial services industry, like PayPal and SumUp, so staying ahead of the game is of paramount importance to achieve results. 

Opayo came to us looking for a partner to support them through their rebrand while also looking to generate more conversions with the same efficiency their paid budget was driving. They needed to establish trust among a market that wasn’t familiar with the new branding.

Our challenge was to find new ways to spend the client’s budget without chasing hyper-competitive keywords that drive conversions at an unsustainably high cost. 



Our CX team delivered several consumer behaviour workshops to ensure the team had a thorough understanding of Opayo’s business offering and core customer segment. This allowed our paid media and SEO experts to create a tailored lead generation search strategy while optimising each stage of the journey for conversion. 

Our understanding of human behaviour was then used to optimise creatives to reach new audiences. By leveraging programmatic we were also able to target new audiences not available through Google, using display ads to go after hyper-relevant users.

Meanwhile, an aggressive and dynamic PPC penetration approach used psycholinguistic copywriting to drive high volumes of high-quality leads. 

And lastly, we used the SEO migration project as an opportunity to increase brand recognition through the careful optimisation of metadata in a bid to drive organic traffic and conversions.


  1. Programmatic advertising
  2. Bid optimisation
  3. Audience budget allocation optimisation
  4. PPC reporting/analysis
  5. Audience analysis
  6. Ad and ad copy creation
  7. Website migration
  8. SEO audit
  9. SEO copywriting and content
  10. A/B split testing



We witnessed some significant results for the client, including

  • 283% YoY increase in paid media leads 
  • 87% reduction in CPA
  • 2.23% conversion rate in just 2 months
  • 49% increase in conversion rate by month 4
  • 182% increase in monthly leads

CPAs continue to drop, driving the low-cost conversions, Opayo had hoped for. Meanwhile, search impressions for product pages returned to their pre-migration level within two months of launching. 

See how we could help your brand thrive


2021 UK Biddable Awards - Finance Campaign of the Year



2022 UK Paid Media Awards - Best Use of Data



2022 European Search Awards - Best Use of Search, Finance 



YoY increase in leads

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