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Four case studies in paid and organic search for financial products: one from Momentum’s own campaigns, three from Elijah’s roles at two US companies. Each is labelled for exactly what it is.
Before Momentum, anonymised
Run by us, for us
Head of SEO at a US agency, anonymised
$80 → $40
Google Ads cost per lead in six weeks
5
Confirmed investor sales closed with case studies Elijah wrote
124
Meta lead-form leads in one week, zero ads rejected
+70%
Organic traffic from 12 service pages built for search intent
01 · Case studies
Each case study sets out the starting point, the work in order, the compliance constraints it ran under and the numbers as recorded. Paid and organic, US and African markets.
Two US companies, anonymised
Google Ads · US investment platform · 2024
Google Ads cost per lead from $80 to $40 in six weeks
−50%
Cost per lead
+60%
Verified lead volume
Content and SEO · US investment platform · Feb–Oct 2024
Content that closed investor deals
5
Confirmed sales from case studies
+35%
Qualified investor engagement
SEO · US marketing agency
12 service pages built for search intent
+70%
Organic traffic
+50%
Keyword coverage
Also from a prior role: top-five rankings for 12 priority terms at a US B2C real-estate platform (not written up as a case study).
Run by Momentum AdWorks, on our own budget
Meta lead forms · Kenya, Nigeria, South Africa · Jan – Mar 2026
Eleven weeks and nine campaigns in Meta’s financial-services category: cheap message tests first, then budget into what the tests said. No gender, postcode or lookalike targeting available, so the creative had to do the work.
124
Lead-form leads in one week, about $4.03 each
0
Ads rejected, across every campaign
189
Lead-form leads across the programme
$1,251.54
Total spend, nine campaigns
02 · Method and client audits
No client audits are published yet. Until one is, these teardowns run the Audit’s outside-in checks on fintechs we do not work for: how much of their search traffic they pay for, why, and the fixes we would test first.
SEO and paid search · UK business lender
iwoca: where a DR 71 lender pays for page one
38%
Of search visits paid for
71
Domain Rating, and still buying clicks
SEO and paid search · UK investment platform
InvestEngine: where a zero-fee platform buys search
~31%
Of UK search visits paid for
<8%
The same share at its peers
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