Google Ads · Financial services · Singapore and United Kingdom
Bruc Bond:
search campaigns for global business banking, in two markets.
Bruc Bond offers corporate banking and international payments to businesses worldwide, with a SaaS platform alongside. We ran its Google Ads campaigns, aimed mainly at Singapore and the United Kingdom.
Financial Services · Business Banking & Payments · www.brucbond.com
Bruc Bond
Financial Services · Business Banking & Payments
Bruc Bond provides global banking and international payment solutions for businesses: corporate accounts, cross-border payments and worldwide corporate banking.
It also offers a software-as-a-service platform built on the same capabilities, so its marketing has to reach two kinds of buyer.
What had to change
- 01Two priority markets, Singapore and the United Kingdom, each with its own search behaviour.
- 02A financial-services offer, where the people searching must be businesses, not consumers.
- 03Two products, banking services and a SaaS platform, competing for the same budget.
The solution
Campaigns by market
Separate campaigns for Singapore and the United Kingdom, so budgets, bids and messages follow each market rather than averaging across them.
Business intent, not consumer traffic
Keywords and negatives built around what businesses search when they need corporate banking or international payments, keeping consumer queries out.
Banking and SaaS kept apart
The banking services and the SaaS platform run as distinct campaigns with their own messages, so each product's performance can be read on its own.
The campaign map,
market by market.
How the account was organised: each market and each product with its own campaign, so spend follows demand and every result can be read on its own.
| Market | Product | Searcher | Intent |
|---|---|---|---|
| Singapore | Business banking | Companies | Open a corporate account |
| Singapore | International payments | Finance teams | Pay suppliers abroad |
| United Kingdom | Business banking | Companies | Global corporate banking |
| United Kingdom | International payments | Finance teams | Cross-border payments |
| Both | SaaS platform | Product buyers | Banking capability as software |
Technology
- Google Ads: Search
- Market-level campaign structure (Singapore and UK)
- Conversion tracking
- Keyword and negative-keyword management
The results
Campaigns structured market by market across Singapore and the United Kingdom
Search spend focused on business buyers of banking and payment services
Banking services and the SaaS platform measured separately
What other teams can take from this
One market, one campaign
Averaging two markets in one campaign hides what each needs. Splitting them is the cheapest clarity in paid search.
In financial services, the negatives matter most
The difference between a business and a consumer search is often one word. Negative keywords protect the budget.
Separate products, separate truths
When a company sells a service and a platform, mixing them in one campaign makes both harder to judge.
Why PixelCrayons
- Paid search experience in regulated, business-to-business categories.
- Account structures designed so every market and product can be judged on its own numbers.
- One team for strategy and day-to-day management.
The services behind this result
Paid search management is a service you can buy on its own, direct or under your agency's brand.
Want a result like this
on your own numbers?
A senior strategist records five minutes on your website: speed, search rankings, AI visibility, conversion leaks. Yours to keep, no strings.
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