A UK SaaS provider with a strong reputation in financial modelling and forecasting, serving a broad client base with an increasing emphasis on cloud-first solutions.
The Challenge
A UK SaaS provider in financial modelling and forecasting saw leads drying up and press coverage fading after years of repeating the same marketing. With £100,000 across SEO, PPC, and content, the challenge was to reignite momentum by balancing immediate lead generation with longer-term brand growth, refreshing campaigns to stand out in a crowded cloud-first market.
Budget Breakdown
| Category | Annual Cost (£) |
| SEO tools & audits | 10,000 |
| Content creation (blogs, guides, whitepapers) | 25,000 |
| PPC campaigns (Google Ads, LinkedIn) | 40,000 |
| Video & creative production | 15,000 |
| Agency/freelancer support | 8,000 |
| Training & contingency | 2,000 |
Forecast/Justification
SEO: £25,000 in content expected to generate 150,000 organic visits annually, valued at £1 per visit (£150,000).
PPC: £40,000 spend projected to deliver 20,000 clicks at £2 CPC, with 5% conversion = 1,000 leads. Lead value = £200 each (£200,000).
Video & creative assets enhance both organic and paid channels, supporting long-term engagement.
Total projected revenue impact = £350,000.
Overall ROI: 3.5:1.
Alternatives Considered
Increasing PPC allocation by £10,000 could deliver ~250 more leads, but would reduce content investment and weaken long-term SEO growth. Current balance prioritizes sustainable growth while still achieving immediate lead targets.
Key Takeaway
A blended budget shows the trade-offs between short-term paid results and long-term organic growth. By diversifying across channels, the company mitigates risk and maximizes overall marketing impact.
Rhys Turton 