AtlasPay: ×4 monthly sign-ups in 9 months.

The starting point

AtlasPay is a B2B fintech offering a business card and expense management tool for SMBs. When we started the engagement, the company had 1,800 customers and was targeting 10,000 within 18 months. Series A funding had just closed — time was tight.

The initial diagnostic, delivered in 5 days, highlighted several critical weaknesses:

• KYC funnel: 28% drop-off when uploading ID documents. Form too long, no contextual help, no live support.
• Google Ads: campaigns structured into 3 overly broad ad groups, tCPA disabled, no competitor exclusions, In-market audiences unused.
• SEO: blog with 22 orphan articles, no internal linking, Core Web Vitals in the red on 4 templates, zero backlinks with rank <30.
• Attribution: GA4 tracking client-side only, consent at 18% (CMP issue), last-click biased toward branded keywords.

90-day action plan

We proposed three parallel workstreams:

1. Workstream 1: KYC funnel & CRO — redesign of the account opening flow: 3 steps instead of 7, progressive upload, live chat support, nurture emails for drop-offs.
2. Workstream 2: paid acquisition — Google Ads and Meta account restructuring, LinkedIn Ads added for ABM content, YouTube launched at the upper funnel.
3. Workstream 3: SEO & content — content plan by cluster (15 topical pillars), technical optimization, editorial link-building campaign.

"The plan presented was clear, quantified, and honest about areas of uncertainty. We signed within 48 hours." — Marine L., CMO AtlasPay

Execution, month by month

Months 1-2: setup & quick wins

The KYC funnel was rebuilt first. Cut from 7 to 3 steps, live chat implemented (Intercom), 8 drop-off nurture emails created. Result after 6 weeks: KYC drop-off went from 28% to 11%.

In parallel, Google Ads accounts were restructured: 3 ad groups expanded to 12, tROAS enabled, 240 negative keywords added. Search CAC dropped from €312 to €188.

Months 3-5: scale

Launch of Meta Advantage+ Shopping and a TikTok Ads campaign aimed at freelancers. ROAS was mixed at first (below the Google Ads benchmark), but diversification reduced Google dependence and absorbed seasonal CAC spikes.

Editorial production: 24 articles published, targeting 3 major clusters (expense management, SMB tax, treasury tools). First SEO results visible from month 4.

Months 6-9: optimization & expansion

Launch of YouTube Ads campaigns at the upper funnel (cost < €0.04/view). Pilot of a B2B podcast "Le Cash-Flow du Lundi" produced by our studio — 8 episodes, 3,400 listens/episode on average, 14 directly attributable sign-ups.

SEO expansion into Belgium and Luxembourg (translations + local semantic research).

Measurable results

After 9 months:

• Monthly sign-ups: 210 → 862 (×4.1)
• Blended CAC: €312 → €147 (−53%)
• Organic SEO traffic: 8,200 → 18,700 visitors/month (+128%)
• KYC completion rate: 72% → 89%
• Top 10 Google keywords: 47 → 218 (+363%)
• Customer NPS: from 28 to 52 over the last 6 months (compounded by improved onboarding)

What made the difference

Three factors, beyond the technical execution:

1. A dedicated Growth Manager at every AtlasPay daily. Not a "drop-in expert" but a member of the operational team.
2. Shared Looker dashboard: everyone saw the same numbers in real time. Zero reporting friction.
3. Courage to adjust: at month 4, the initial TikTok plan wasn't delivering as hoped. We cut its budget by a third and redeployed it to Meta and YouTube. Final result: +18% additional sign-ups.

What's next

AtlasPay extended the partnership for 2 years with an expanded scope: customer support (CX) now operated from our Antananarivo hub (FR + NL), and an IT squad of 3 developers refactoring the merchant dashboard.