Pay360 image of impression, clicks and conversion rate

Service and project type

Paid search transformation | A Google paid search account restructure, build and on-going optimisations

Our relationship

We were retained by Pay360, Capita’s multi-channel payment service, to assess and reshape their Google paid search account with the end goal of improving conversions and lead quality.


During client on-boarding, the key finding of the paid media audit was that the Google Ads account was in poor health. It had not been actively maintained and was not utilising all available functionality. All of the activity that was taking place was in relation to Pay360’s online payment service; no other solutions were represented.


The decision was taken to make light touch optimisations to the account, while at the same time building a completely new account structure. The rebuild was aligned to all of Pay360’s solutions and sectors and included a keyword rebuild, using keyword research undertaken as part of an SEO audit.

We created brand-new ad copy and extensions, utilising all ad types and the full functionality range, while new negative keyword lists were drawn up to make sure Pay360 would only appear for relevant searches.

An update to conversion actions ensured that only true leads would be counted, and in line with the rebuild roll-out, new KPIs and PIs were established.


From a cost increase of 13%, Pay360 saw the following results:

  • Conversions from paid search up 47%
  • Cost per conversion down 24%
  • Clicks to site up by 86%
  • Improvement in quality of leads