Problem

FactorCloud operates in a highly niche B2B space — providing software solutions for invoice factoring companies. While they had a strong product, their inbound marketing wasn’t capturing enough high-intent search traffic, and competitors were outranking them in both organic and paid channels.

Key challenges included:

• Lack of top search rankings for critical industry keywords, including “invoice factoring software.”

• Outdated website infrastructure that made optimization and content expansion cumbersome.

• Brand vulnerability in paid search — competitors were bidding on FactorCloud’s branded terms, potentially diverting qualified leads.

• Limited visibility against key competitors in both organic and paid channels.

Without a combined SEO + PPC strategy, FactorCloud risked losing market share in a small but competitive industry.

Solution

We deployed a dual-channel growth strategy — aggressively improving SEO rankings while running highly targeted PPC campaigns to protect and grow market share.

SEO Strategy

1. Technical & On-Page SEO Audit — Identified and fixed priority issues that could quickly improve rankings.

2. Priority Crawl Submission — Submitted the site for expedited indexing through Google Search Console after implementing optimizations.

3. Content Expansion — Built out a robust blog library to target long-tail and industry-specific search queries.

4. Website Migration — Moved the entire site to Webflow to modernize the brand, improve UX, and make future optimizations easier.

Paid Advertising Strategy

1. Defensive Brand Protection — Bid on FactorCloud’s branded terms to prevent competitors from outranking them in search results.

2. Competitive Conquesting — Bid on competitor brand terms, creating landing pages that highlighted FactorCloud’s strengths versus competitors’ weaknesses to capture switching interest.

3. Dual Network Coverage — Ran campaigns on both Google Ads and Microsoft Ads to maximize reach across all relevant search traffic.

Results

Within 90 days, FactorCloud saw dramatic improvements in both visibility and lead flow:

• #1 organic ranking for “invoice factoring software” and other high-value terms.

• 50% increase in inbound leads from paid search campaigns.

• Outranked all targeted competitors for both branded and non-branded paid search terms.

• Significant boost in brand awareness, reported by the client at industry conferences and events.

• Established a long-term SEO and PPC framework to protect and grow their market position.

By pairing rapid SEO gains with strategic paid search defense and offense, FactorCloud was able to dominate a niche market and capture high-intent buyers before competitors could.