The Client
Tipalti is a finance automation platform that eliminates manual financial tasks, allowing businesses to focus on prioritizing tasks that drive growth. The company specializes in removing complexity, reducing costs, and minimizing risks from labor-intensive financial workflows while facilitating collaboration between employees, suppliers, and finance teams.
Client:
Tipalti
Industry:
Fintech
Solutions:
Paid Media
Brand & Design
The Challenge
Tipalti sits in a highly competitive financial technology space with a growing number of competitors. The brand had an ambitious first-half growth goal of generating 20% more marketing-qualified leads and increasing opportunities by 20%.
To succeed, we would need to:
Analyze competitors and current ad copy.
Redesign landing pages.
Expand keyword reach to enter new markets and channels.
After analyzing competitors and the current ad copy it became clear that updated ad copy would improve overall quality and performance. Upon doing so we saw a large increase in ad rank from some of the highest intent campaigns. We reactivated campaigns that previously had low spend and ad rank by updating the overall copy and launching dedicated landing pages.
We redesigned all paid media landing pages. We updated the structure, theme, and copy. We also launched dynamic ad group-level headlines using Mutiny to ensure every landing page matched the users search intent. We also made sure the dynamic headlines matched our ad group theme search. For example; for “wire transfers” our landing page said “Wire Transfers Made Easy with Tipalti’s Financial Technology.”
We migrated all of Tipalti’s landing pages from Unbounce to WordPress which results in faster load times, better reporting, improved responsiveness, and improved quality score/ad rank.
To stay competitive we needed to introduce new search markets and channels (Google Display Network & YouTube for prospecting) by expanding our keyword reach. We identified, researched, and expanded Tipalti’s reach to newer untested markets which produced a CPA that was 100% lower than the overall CPA in the past.
- Launched Google Display prospecting using a list of high-intent site placements where financial decision-makers typically search. The audience is defined by using search intent and affinity audiences (users that have previously searched high-intent keywords on Google).
- Launched YouTube prospecting by using search intent audiences (users that have previously searched high-intent keywords on Google).
The Outcome
Not only did we surpass Tipalti’s goals but our work was recognized by industry professionals. This campaign won “Best Use of Search (Finance)” at the 2022 U.S. Search Awards and was selected to be a featured case study with Google.
- 48% Increase in Total Leads
- 26% Increase in MQLs
- 21% Increase in Opportunities
Transforming Brands to Support Strategic Growth
At LOCOMOTIVE, we build brands that open doors — to new markets, better business opportunities and long-term commercial impact. Whether you are preparing to scale, expand internationally or position for investment, we streamline the path from ambition to outcome.
