The Challenge

Credit Passport offered real-time credit checks for UK businesses. Whether it was a company checking its own credit before applying for a loan, or doing due diligence on clients and suppliers, they made it easy to stay on top of business credit health. But events beyond their control led to a significant market shift.

During COVID, Credit Passport saw a surge in sign-ups from companies desperate for government-backed relief loans. The problem was, those loans didn’t pay commission. And worse still, the companies rarely stuck around once they’d secured funding.

In the wake of COVID, Credit Passport risked losing relevance in a market that had outgrown short-term, crisis-driven tools. To survive and grow, they needed to build a more stable pipeline of SMEs, and make every penny of their marketing budget work harder. That’s where we came in.

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The Solution

We worked closely with their team to focus the budget where it would count. After testing across Google Search, Meta, and LinkedIn, we made the call to double down on Google Search, reallocating nearly all of their monthly spend to the one platform that consistently converted at the bottom of the funnel.
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Our refined strategy included:

Laser-focused targeting: We continually refined keyword lists and search term reports, ensuring they were showing up for the right searches — like SMEs actively exploring funding options or credit scoring tools.
Copy that matched intent: Instead of a full redesign, we fine-tuned landing page copy to align with what people were actually searching for. No fluff — just relevant, action-driving content.
Always-on optimisation: We made regular improvements to ad scheduling, targeting times when SMEs were most active. We also evolved their bidding strategy and introduced smart remarketing to keep Credit Passport top of mind.
Quality over quantity: Rather than chasing vanity metrics, we focused on reaching the right businesses — which meant fewer, but far better leads.

All of this led to a dramatic shift in results.

The Result

When Credit Passport approached us, their paid media budget had already been slashed by over 80%. Instead of letting that be a blocker, we saw an opportunity. By focusing on high-intent users and constantly refining performance, we helped them more than double their conversion rate, turning their reduced budget into a smarter, scalable, more efficient growth engine.

Google Search emerged as the best-performing channel, delivering reliable bottom-of-funnel results
Conversion rate more than doubled, thanks to tighter targeting and more relevant messaging
Paid media became an efficient, scalable growth lever – even as the broader market cooled

We’re proud to have played a role in helping Credit Passport build a more sustainable acquisition model. Our work proves that, in the right hands, a lower budget doesn’t have to mean fewer results.