Paid Search for Trustly.

After a period of limited success with Google Ads, Trustly turned to us for a complete performance turnaround. As a provider of financial and payment services across five key markets, they needed a bespoke strategy tailored to the unique dynamics of each region. Our mission was clear: rebuild their Google Ads approach from the ground up. This included not only crafting a multi-market PPC strategy but also overhauling their lead tracking systems to significantly enhance data accuracy and reliability. A major focus was expanding non-brand keyword targeting to reduce dependency on brand searches, while simultaneously improving cost-per-lead and lead quality across the board.

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Our strategy unfolded in carefully planned phases, beginning with a complete rebuild of the UK Google Ads account. This served as the blueprint for rolling out tailored, translated campaigns across Trustly’s non-English markets. At the same time, we integrated a bespoke analytics platform to establish more reliable lead tracking—ensuring every conversion could be accurately traced back to its source within their internal systems.

We struck a careful balance between product-specific and broader keyword targeting, capturing both high-intent users and wider search volume. Regular keyword testing kept the account evolving, expanding visibility to relevant audiences. As conversion tracking matured, we began refining our target CPA bidding strategies, using real performance data to drive efficiencies. Internal lead quality insights played a key role in shaping how budgets were distributed across campaigns, allowing us to prioritise high-value segments. Throughout, we consistently scaled back brand spend—improving overall cost per lead without sacrificing performance.

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