Case study: tripling a fintech's inbound in 90 days

This is the longer version of one of the cases on our work page. We're telling it in detail because the shape of the problem is so common: a company spending real money on marketing, a dashboard that says everything's fine, and a sales team quietly drowning in junk leads.

The brief

The client put it plainly: “The dashboard says it's working, but our sales team says half the leads are junk.” They had traffic, a slow site, and a paid account that had been carefully optimized — for the wrong thing.

We fixed measurement before we touched spend

The first move wasn't a campaign. It was rebuilding conversion tracking so every lead could be traced to a channel, a campaign, and a keyword. Until you can see which naira produces a customer, every other decision is a guess wearing a suit.

Then the foundation

We ran a technical SEO pass and cut mobile load time from 4.1 seconds to 1.3 — which matters enormously on Nigerian 4G — fixed structured data, and shipped a content pipeline targeting the dozen searches that actually signalled buying intent.

Then we moved the money

With trustworthy data, the paid restructure was almost boring. We optimized for qualified-signup events instead of clicks and killed three campaigns quietly eating about 40% of spend on traffic that never converted.

The numbers

Ninety days in: 3.2× qualified inbound leads, cost per qualified lead down 38%, and a sales team that finally trusted its pipeline.

What we'd do differently

We over-invested in new content in month one before tracking was fully trustworthy. If we ran it again we'd lock measurement in week one and hold content until the data could prove which topics converted. Every engagement has a lesson; that was this one's.