We conducted a series of workshops with key stakeholders in the Hitachi Capital Business Finance team in order to better understand the landscape in which they operate and the specific needs of their business customers. Keyword research, competitor analysis and analytics data were used to establish the best market opportunity and channel strategy. The paid search activity was rebuilt in a more sophisticated way, allowing us to limit wastage and reduce the average cost-per-conversion. Conversion-focused landing pages were designed and deployed to further improve the efficiency of the activity and maximise the return on ad spend. Top of funnel content was created to help drive brand awareness and engagement with the UK SME target audience.