Case Study • Past Client (3 Years)
Driven | Building Digital Origination for Canadian Business Financing
Scope Simplee Digital partnered with Driven formerly Thinking Capital to introduce digital marketing and online lead generation as new acquisition channels. We led paid ads on Google and social, SEO, analytics, and ongoing digital strategy and guidance. The mandate was clear. Establish scalable direct channels, attract high intent traffic, convert into qualified applications, and fund more Canadian small businesses.
High Intent Acquisition
Search and social programs tuned to working capital, term loans, equipment, and industry intent.
Search and social programs tuned to working capital, term loans, equipment, and industry intent.
Digital Origination Shift
Transformed the business toward direct digital channels as a primary source of demand.
Transformed the business toward direct digital channels as a primary source of demand.
Proven Profitability
300%+ ROI at scale with consistent increase in funded volume.
300%+ ROI at scale with consistent increase in funded volume.
Search Visibility
Greater Google exposure and rankings across core financing terms.
Greater Google exposure and rankings across core financing terms.
Results at a Glance
ROI
300%+ at scale
Origination Mix
Shifted toward digital
Google Rankings & Exposure
Steady growth
Funding Volume
Up and to the right
Business Snapshot and Mandate
Business Context
- Driven is a leading provider of business financing in Canada, helping owners secure capital for growth.
- Formerly known as Thinking Capital with strong brand equity and lender relationships.
- Objective to build reliable direct channels that scale profitably across Canada.
Our Role
- Paid ads on Google and social for intent capture and retargeting.
- SEO to expand category coverage and improve non brand discovery.
- Analytics with GA4 and funnel clarity tied to funded outcomes.
- Digital strategy and guidance across creative, offers, and website UX for conversion.
Program Architecture
Performance
Paid Search and Social
Capture high intent
- Search campaigns mapped to product, province, industry, and credit profile queries.
- Prospecting and retargeting on social to nurture researchers into applications.
- Creative testing that balances compliance, clarity, and urgency.
SEO
Discovery and Coverage
Win the comparison
- Taxonomy for products, use cases, industries, and provinces with internal links.
- Editorial that answers eligibility, timing, and documentation questions.
- Schema for Organization, FAQ, Review, and ItemList to enhance SERP presence.
Website
Conversion Optimization
Frictionless apply flow
- Landing pages that make value, eligibility, and next steps unmistakable.
- Form UX and microcopy improvements that raise completion rate.
- Performance tuning and tracking hygiene across key steps.
Analytics
Measurement and Insight
Optimize to funding
- GA4 events for lead, call, appointment, document upload, and offer acceptance.
- Qualified lead and funded signals fed back into bidding and audiences.
- Dashboards that expose ROI by product, province, and campaign.
Brand and Social
Presence and Proof
Be findable and credible
- Always on social content that educates and showcases customer stories.
- Offer calendars that align with seasonality and industry demand spikes.
- Review and reputation improvements that lift CTR and CVR.
Advisory
Strategy and Enablement
Operate with clarity
- Quarterly planning and test agendas with decision thresholds.
- Governance for creative, offers, and compliance.
- Playbooks and training to strengthen in house capability.
Key Deliverables
| Area | Deliverable | Impact |
|---|---|---|
| Paid Ads | Search and social programs with granular intent, audience layering, and retargeting | Consistent lead volume at profitable CPA with ability to scale |
| SEO | Information architecture, comparison and education content, rich result schema | Improved rankings, higher CTR, stronger non brand discovery |
| Website Optimization | Landing page strategy, form UX, speed and tracking hygiene | Higher completion rate and cleaner signal for bidding |
| Analytics | GA4 events and dashboards tied to qualified and funded outcomes | Clear ROI, better audience building, smarter budget allocation |
| Brand and Social | Always on content, offer calendars, reputation and reviews | Increased brand presence and decision confidence |
| Advisory | Quarterly plans, testing cadence, compliance guardrails, enablement | Faster learning loops and aligned execution |
What Made the Difference
- Funding based optimization so bids and budgets chase true value, not vanity metrics.
- Search and site choreography that makes eligibility and next steps obvious.
- Compounding visibility from coordinated paid, SEO, website, and social.
“I’ve had the pleasure to work with Simplee Digital in helping support our digital campaign strategy in the past. They are great domain experts that understand our business and are quick to adapt to market forces and our changing needs.”
Driven team formerly Thinking Capital
Ready to scale digital origination
Let’s build a full funnel engine that compounds results across paid, SEO, analytics, and UX.