SEO & Paid Ads Driving Strong ROI for Pay Optima
The Client
Pay Optima is an Irish payroll outsourcing and HR support provider serving businesses across Ireland. They offer payroll management, payslip processing, HR advisory services and compliance support for small to medium-sized employers.
Before partnering with Funll, Pay Optima had limited online visibility and inconsistent lead flow. They needed a reliable long-term strategy in both paid ads and SEO to increase inbound enquiries and support business growth.
The Objective
Pay Optima needed a sustainable and measurable way to increase inbound leads while improving their visibility across Ireland for payroll-related search terms.
The objective was to build a dual-channel strategy combining targeted Google Ads and long-term SEO optimisation. Paid ads needed to deliver predictable monthly leads with a positive return on ad spend, while SEO needed to push Pay Optima into the top positions for their most valuable payroll keywords to attract consistent organic enquiries.
What We Delivered
Comprehensive SEO Strategy
We implemented a full SEO programme including on-page optimisation, content improvements, technical fixes and search-intent-aligned targeting. Key service pages were enhanced to improve rankings and strengthen relevance for payroll outsourcing terms.
Local & National Keyword Strategy
We targeted six high-value payroll keywords searched by SMEs across Ireland, aiming for stable top-5 rankings to generate ongoing organic exposure.
Google Ads Setup & Management
We built a tightly optimised Google Ads campaign tailored for high-intent payroll searches, ensuring low waste, strong quality scores and maximised return on spend.
Conversion Tracking & Lead Measurement
We implemented full tracking across calls, forms and enquiries to ensure performance was measurable across every channel.
The Outcome
300% ROI from Google Ads
Pay Optima has achieved a consistent 3:1 return ratio, delivering a 300% ROI from Google Ads over the last 12 months. The campaign produces predictable leads every month while maintaining exceptional cost efficiency.
Top 5 Rankings Across Core Keywords
Pay Optima now ranks in the top 5 positions for their six most important payroll keywords. This visibility has significantly improved discoverability and trust.
10 - 15 Organic Leads Per Month
SEO performance now drives a steady stream of organic enquiries every month, reducing reliance on paid ads while increasing the overall volume of inbound leads.
Sustainable Long-Term Lead Generation
The combined strategy provides stable, predictable growth with both immediate paid traffic and long-term organic reach working together.
Stronger Market Positioning
Pay Optima now competes at the top of search results for their sector, creating ongoing opportunities to capture and convert payroll outsourcing demand across Ireland.
