CardConnect is a leading US-based provider of payment processing technology, specialising in secure, integrated solutions for businesses. As a Fiserv company, they offer enterprise-grade security and seamless ERP integrations that allow B2B companies to streamline their financial operations.
Their product offering is primarily split into three categories based on business scale and technical requirements:
| Lead Volume | CPL Reduction | Conv. Rate | Total Cost |
|---|---|---|---|
| +14.5% | -16% | 4.5% | -15% |
CardConnect operated in a high-budget, high-competition search landscape with a Cost Per Lead of £96. While they were generating volume, the account was plagued by “Retail Bleed”, spending heavily on small-merchant clicks that didn’t fit their high-value B2B profile.
We performed a surgical audit of the keyword pool, removing generic “credit card machine” terms and replacing them with high-intent B2B queries focused on ERP integration and Level II/III data processing.
We moved away from generic landing pages. By collaborating on industry-specific pages (Hospitality, Retail, Ecom), we addressed specific technical pain points, resulting in a conversion rate jump from 2.1% to 4.5%.
Phase 1: High-Volume Waste Removal
Immediate exclusion of consumer-facing and retail-heavy keywords. This reduced total spend by 15% without impacting the volume of qualified enterprise leads.
Phase 2: Technical Intent Alignment
Restructured the account to target “Solution Seekers”, those looking for specific software integrations (e.g., SAP/Oracle). This ensured every click was from an ideal customer profile.
Phase 3: Scaling the Pipeline
Lead volume surged by 14.5% as the Cost Per Lead plummeted from £96 to just £80, allowing the sales team to focus on high-contract-value opportunities.
Col and his team at Profoundry have helped grow our PPC efforts tremendously. They’ve consistently provided expert industry insights which have led to the development of effective strategies and campaigns, tailored to our business needs. In fact, these campaigns have become one of our biggest sources for driving website traffic and generating leads – we’re even seeing a 4.5% Conversion Rate on search ads, which is a huge upgrade for us. We look forward to our continued work with the Profoundry team and highly recommend their talents.“
Success in the B2B payment sector requires moving beyond generic volume. By focusing on Technical Intent (ERP integrations) and Vertical CRO, we transformed CardConnect’s search presence. The result is a 14.5% lift in leads and a 15% leaner budget. We didn’t just find more customers; we found the right customers for their enterprise-level solutions.
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