PPC campaign results

Otapay – Driving Fintech Growth with Google PPC Campaigns

Otapay is a fast-growing Nigerian fintech platform that enables users to pay utility bills, purchase airtime and data, convert airtime to cash, and access other essential digital payment services. Operating in one of Nigeria’s most competitive fintech markets, the company needed a reliable customer acquisition strategy that could increase visibility, build trust, and consistently attract users ready to transact.

Project Overview

As part of a broader digital growth strategy, NaijaTraffic was entrusted with planning and executing a performance-driven Google PPC campaign designed to accelerate user acquisition and transaction growth. Rather than focusing on impressions or clicks alone, our objective was to reach people actively searching for digital payment solutions and convert them into long-term platform users.

The Challenge

Despite offering a seamless bill payment experience, Otapay faced stiff competition from well-established fintech brands with significantly larger marketing budgets and stronger brand recognition. The challenge was to position Otapay in front of high-intent users while ensuring every advertising spend translated into registrations, active users, and completed transactions instead of just website traffic.

Our Strategy

We developed a comprehensive Google Search advertising strategy backed by extensive keyword research, competitor analysis, audience segmentation, and conversion-focused campaign architecture. High-intent keywords were carefully grouped based on customer search behaviour, while compelling ad copy and optimized landing pages were designed to improve Quality Scores and maximize conversions. Throughout the campaign, we continuously monitored performance, refined bidding strategies, tested new creatives, and optimized every stage of the customer journey to reduce acquisition costs while increasing return on ad spend.

What We Delivered

• Performance-focused Google Search advertising campaigns.
• Comprehensive keyword research and competitor analysis.
• Conversion-optimized landing page recommendations.
• Audience segmentation and campaign optimization.
• Continuous A/B testing, bid management, and performance reporting.
• Conversion tracking and data-driven campaign scaling.

Business Impact

• Grew Otapay’s user base from fewer than 1,000 users to over 10,000 active users.
• Increased daily platform transactions to more than 30,000 successful transactions.
• Established Google Search as one of the company’s highest-performing customer acquisition channels.
• Improved campaign efficiency through continuous optimization, delivering more qualified users at a lower acquisition cost.
• Created a scalable PPC framework capable of supporting Otapay’s long-term customer growth objectives.