A2Z Bridging · Financial services · B2B
Building a lead-generation engine for a specialist finance broker
SEO, case-study content, LinkedIn, Google Ads, conversion tracking and CRM design for an FCA-regulated bridging finance broker in London.
- Role
- Digital performance lead (freelance)
- When
- Dec 2025 – present
- Services
- SEO & content · Google Ads · GTM & GA4 · LinkedIn content · Zoho CRM
Google search impressions
3 months vs previous 3
Website sessions
90 days to June 2026
Google Ads click-through rate
Launched from zero
Deals documented as case studies
10 packages in 3 months
The challenge
What needed solving
A2Z had a website but no system for turning completed deals into search visibility or leads. The site was found almost only for its own name, and phone calls — the main way bridging clients get in touch — weren’t tracked at all.
Finance is urgent and trust-led, so every piece of content had to show real deals, real numbers and the FCA disclosures, without naming clients.
What I did
The approach
- 01
Designed a repeatable case-study engine: an intake form so deal details arrive complete, an SEO-structured Elementor template, and a page → featured image → LinkedIn → staff-repost workflow.
- 02
Ran a weekly LinkedIn programme across the company page and staff accounts — market commentary, rate moves and case-study posts in CEO, staff and repost voices.
- 03
Planned and launched the Google Ads account, then audited search terms to cut wasted match spend.
- 04
Built the GTM container, a clean thank-you page conversion endpoint and a tracking checklist so forms, calls and ads can be credited properly.
- 05
Designed the Zoho CRM: 882 client records, a multi-case pipeline, lender and introducer modules, and a LinkedIn inbound-lead spec so no enquiry leaks.
- 06
Produced branded social creative, seasonal campaigns and a referral-commission campaign.
The work
Highlights
Search visibility
Impressions went from 2,330 to 6,140 in three months as case-study and service pages started ranking for non-brand terms. The brand query holds position 1.1 with a 48% CTR.
Quality traffic
Organic search became the highest-quality channel — a 65.9% engagement rate, more than double any other.
LinkedIn to website
Organic social sessions nearly doubled month-on-month (+90.5%) as the LinkedIn programme found its rhythm.
Analytics
- +69%
- Active users, 90 days
- 2,330 → 6,140
- Search impressions
- 10 in 3 months
- Case-study packages
- 5+
- Weekly LinkedIn accounts
Figures from GA4, Google Ads and Search Console, as reported to the client.
Tools & stack
- WordPress
- Elementor
- Yoast
- Google Tag Manager
- GA4
- Search Console
- Google Ads
- Zoho CRM
