MoneyExpert Case Study: An Integrated SEO and PPC Strategy

Online financial comparison is one of the toughest markets to compete in. MoneyExpert, an independent business, was competing against household names and publicly traded companies backed by national advertising. They needed paid, organic and PR working as one strategy, not three separate ones.

MoneyExpert is a full-service, independent price comparison site operating since 2003. It has helped over 1 million customers save on their utilities, broadband and insurance bills.

Industry

Finance

Services

Integrated Search

The Challenge

One Team, One Unified Approach, replacing three separate workstreams with a single strategy built around MoneyExpert’s commercial goals

MoneyExpert was up against well-known brands, several of them publicly traded, with domain authorities just as strong. They needed paid, organic and PR working from the same plan, prioritising the same categories and measured against the same commercial goals, rather than running as three separate campaigns.

Unified Campaign
Data Sharing
Team Integration
Content Creation
Content Audit
Aligned Activities

%

reduction in CPA

%

increase in conversions

%

increase in non-homepage traffic

Our Approach

One strategy across paid, organic and PR, built around the categories that actually mattered commercially

We built a plan around the categories that mattered commercially, then ran PPC, content and Digital PR against them together rather than as three separate workstreams.

Unified Campaign

Integrated business goals with PPC and Digital PR strategy to build a unified campaign around specific products.

Data Sharing

Used data from both paid and organic channels to sharpen overall campaign performance.

Team Integration

Appointed one team member to lead the account, keeping the paid, SEO and PR teams working in tandem.

Content Creation

Created new mid-funnel blog content and optimised existing pages to feed the remarketing lists for paid, reaching users further up the conversion journey.

Content Audit

Reviewed and improved landing pages used for both PPC and SEO, driving higher rankings as well as conversions.

Aligned Activities

Kept paid, organic and PR activities pointed at the same commercial and business goals.

Let's Work Together

Gareth Hoyle

Managing Director

The Results

Efficiency That Funded Growth

Cutting cost per acquisition while conversions rose could have been the whole story. What made it useful was what came next: the savings moved into the categories the business actually wanted to grow, rather than sitting in the ones already performing.

Alongside that, technical fixes, new content and link building lifted organic traffic and rankings, with growth concentrated away from the homepage rather than propping up a single entry point.