TIC Finance Case Study

Where they were

TIC Finance offers financial services in the UK - bridging loans, property development loans, repossession loans and other loans secured by property.

• A basic website that was not content-rich and was not getting traffic or leads.
• The business ran via referrals, and enquiries were dwindling.

Challenges

• Generate leads in a specialised financial services domain.
• Build a reputation as experts.
• Explore unique strategies to acquire customers.

Strategy Part 1 - Initiation

• Rebuilt the website with a dedicated section per product, updated content and a better backend.
• Launched Adwords targeting repossession-related searches, generating 6 high-value enquiries in month 1.

Strategy Part 2 - Digging Deeper

• Targeted intent searches like "how to stop repossession" and "legal advice on repossession", reaching 14 enquiries in month 2.

Strategy Part 3 - User Experience

• Sent paid traffic to a focused landing page with a single clear call to action, lifting results to 28 enquiries.

Strategy Part 4 - Optimising

• Broadened search patterns and ran 8 waves of negative keyword insertion, lowering the cost per lead to a third of month 1 and reaching 48 enquiries.

Strategy Part 5 - Thought Leadership

• Took on organic marketing and created content across the full repossession lifecycle, positioning TIC Finance as a thought leader.

Results (11 months)

The phased paid and organic programme turned a quiet, referral-led business into a lead-generating authority.

• A large number of new high-value leads every month from Adwords and SEO.
• A 6.09% ad click-through rate with a 70% lower cost per acquisition.
• An overall return on investment of 1272%.
• An authoritative standing as a thought leader in repossession loans.