Total Search: Driving 250% Lead Growth in Finance

Achieving a 250% increase in inbound leads through a unified B2B SEO, PPC, and AI SEO strategy for a leading financial services firm 

Discover how McAlister & Co, a specialist insolvency and finance services firm, achieved market-leading visibility across every search channel. Through an integrated B2B SEO, PPC, and AI SEO strategy, we combined organic authority, paid precision, and AI discoverability to dominate results across Google Search and emerging AI platforms. 

This full-spectrum approach positioned McAlister & Co at the forefront of the evolving financial search landscape — driving a 250% increase in inbound leads and establishing a sustainable, multi-channel visibility model.

By the Numbers

Background

McAlister & Co are licensed insolvency practitioners supporting directors, creditors, and employees across the UK. They combine technical financial expertise with a people-first approach, helping businesses navigate insolvency with clarity and confidence. 

Their reputation in the B2B finance sector provided a strong foundation. Our goal was to amplify that authority across every search channel — ensuring McAlister & Co were visible and credible wherever business leaders sought financial or insolvency advice.

The Opportunity

For firms in financial services, credibility is built on experience but discovered through search. 
As business leaders turn to Google, PPC results, and AI tools for trusted advice, visibility has become an essential part of how authority is earned and sustained.

We identified a dual-track opportunity to lead the B2B finance search landscape:

1. Expand organic authority through B2B SEO and AI SEO.
2. Accelerate reach and lead generation through paid search campaigns targeting high-intent financial terms.

By integrating paid, organic, and AI-driven tactics, McAlister & Co could achieve total visibility across Google’s evolving search ecosystem — from traditional listings and AI Overviews to paid results and LLM-powered recommendations. 

The Solution

Angelfish Marketing developed a Total Search Strategy — combining B2B SEO, PPC, and AI SEO — to ensure McAlister & Co achieved maximum discoverability and credibility across every major search environment. 

B2B SEO for Finance

• Local and national visibility: Optimised regional office pages (Cardiff, Swansea, Manchester, London, Birmingham) for high-intent “insolvency practitioner” and “corporate insolvency” searches. 

• Commercial keyword targeting: Focused exclusively on transactional, B2B finance terms. 

• Content authority: Expanded director-focused guides and linked them directly to relevant service landing pages. 

• Technical SEO for finance: Improved speed, schema, and site structure to meet compliance standards and enhance crawlability. 

• Topic clusters: Structured around key areas such as insolvency practitioner, business insolvency, and corporate liquidation to signal depth and expertise. 

PPC: Precision and Scale

• Smart bidding strategies: Targeted competitive, high-intent search terms to capture active buyers at the moment of need. 

• Ad and landing page alignment: Ensured seamless message continuity between paid ads and organic landing experiences. 

• Conversion and ROI tracking: Integrated HubSpot and Google Ads data for full-funnel visibility and attribution. 

• Cross-channel learning: Used PPC keyword performance to inform organic SEO priorities and content planning. 

This approach delivered efficient, high-visibility results, positioning McAlister & Co at the top of the page — both organically and through paid placements — for every critical financial search query. 

AI SEO: Extending the Reach

Once the B2B SEO and PPC foundations were in place, we introduced AI SEO — designed to capture brand visibility within the emerging AI and Large Language Model (LLM) search ecosystems. 

This layer focused on discoverability and citation across platforms like ChatGPT, Google Gemini, Perplexity, Claude, and Google AI Overview, where financial decision-makers increasingly ask natural-language questions such as “Which insolvency practitioners can help my business?” 

Our approach included: 

• Prompt Mapping: Targeting high-value finance prompts such as “recommend an insolvency practitioner” and “corporate liquidation advice UK.” 

• LLM Discoverability: Optimising on-page content for readability and reference by leading AI systems. 

• Schema and Structured Data: Adding structured financial schema to improve LLM citation likelihood. 

• Citation Tracking: Monitoring brand mentions and presence across ChatGPT, Perplexity, Gemini, and Claude. 

• Continuous Optimisation: Refining authority content and semantic structure as LLM algorithms evolved. 

Through this targeted optimisation, McAlister & Co achieved measurable visibility across the major LLM ecosystems. Their content began appearing in AI-generated summaries within Google’s AI Overview, referenced in ChatGPT responses for insolvency and liquidation topics, and cited in Perplexity and Gemini outputs for business finance and director obligations. 

Overall AI visibility increased from 25% to 46%, representing an 84% uplift, with McAlister & Co achieving #1 brand visibility across 100 tracked AI and LLM commercial prompts. This dual visibility — spanning both Google Search and AI-driven discovery tools — ensures their expertise is recognised and trusted within the next generation of B2B financial search. 

The Results

Commercial Keyword and Visibility Performance

Every tracked keyword in this programme was commercial, representing tangible business value — not informational search. 

Unified Search Growth 

When organic, paid, and AI SEO performance were combined, McAlister & Co achieved clear search dominance across every channel. 

• Lead growth: From 12 to 30 within 12 months, peaking at 41 in January 2025. 

• Organic and PPC synergy: Improved conversion efficiency as campaigns matured. 

• AI visibility uplift: Enhanced discoverability through AI referrals and brand mentions. 

This integrated approach ensured McAlister & Co appeared consistently across every stage of the modern search journey — from paid visibility to organic authority to AI-driven recommendations. 

Redefining Visibility in B2B Financial Search

By uniting B2B SEO, PPC, and AI SEO, McAlister & Co achieved true total search visibility — measurable across channels, scalable across markets, and sustainable over time. 

Key highlights: 

• 250% increase in inbound leads year-on-year 

• Page-one dominance for all core commercial terms 

• #1 brand visibility across 100 AI-driven financial prompts 

• Double the AI citation rate and domain-wide authority growth 

• Unified presence across Google Search, Paid Search, and LLM discovery 

As search evolves, success in B2B finance will belong to those who combine credibility, clarity, and cross-platform visibility.