Complete Marketing Strategy & Campaign Build

Bay Street
Lending

A-Z audit, competitive research, Google Ads & Meta Ads campaign architecture — built and ready to launch.

7
Google Campaigns
23
Ad Groups
100+
Keywords
280+
Negatives
$8.7K
Monthly Budget
Scroll to explore
Section 01

Business Audit & Research

Deep analysis of Bay Street Lending's business model, products, and digital presence.

Company Overview

Business ModelLending Marketplace / Broker
Founded~2020
LocationNew York, NY (nationwide)
FoundersRichard Billi & Carmine Bruno
Capital Facilitated$250M+
Businesses Funded2,500+
Lending Partners50+
Tech StackNext.js (React SSR)

6 Product Lines

1
Working Capital Loans
$10K — $2M | Funded in 24 hours
2
SBA Loans
7(a), 504, Express | Government-backed rates
3
Equipment Financing
Up to 100% financing | New & used
4
Business Line of Credit
Revolving credit | Draw as needed
5
Invoice Factoring
Unlock cash from unpaid invoices
6
PO Financing
Fund large purchase orders upfront

Key Findings

Zero Paid Advertising

No Google Ads, no Meta Ads running. Zero paid presence in the most competitive lending keyword space. Competitors are spending aggressively.

Near-Zero Organic Visibility

Only 18 keywords ranking, ALL on page 5+. Zero meaningful organic traffic. Great site architecture but thin content.

Strong Conversion Path

Clean /get-started application form with minimal friction. Name, email, phone, business info, funding amount. Well-designed for lead capture.

Section 02

SEO Analysis

Current organic search performance and keyword visibility from SEMrush.

18
Organic Keywords
~0
Monthly Organic Traffic
56+
Avg Position
0
Paid Keywords

Current Organic Keywords (Top 18)

All keywords ranking page 2+ with near-zero traffic share

KeywordPositionVolumeCPCURL
working capital financing96590$39.93/working-capital-loans
working capital lenders51880$45.84/working-capital-loans
qualifications for sba loan63170$5.46/sba-loan-requirements
short term working capital loan9740$64.13/working-capital-loans
get working capital9470$81.62/working-capital-loans
working capital loans for business9550$69.93/working-capital-loans
sba working capital loan requirements6630$9.54/sba-loan-requirements
bay street capital2390$0/

The Opportunity

Bay Street Lending has excellent site architecture — product pages for each loan type, 20+ industry-specific pages, and FinancialService schema markup. However, the content is thin and there's zero link-building strategy. With proper content expansion and a targeted Google Ads campaign, BSL can capture high-intent commercial searches where competitors spend $30-80+ per click. The immediate opportunity is paid search (instant visibility), with SEO as the long-term organic growth engine.

Section 03

Competitive Landscape

How BSL stacks up against the major business lending competitors.

OnDeck
ondeck.com
Branded Volume18,100/mo
Top CPC$61.49
ModelDirect Lender
Lendio
lendio.com
Branded Volume9,900/mo
Top CPC$100.12
ModelMarketplace
Credibly
credibly.com
Branded Volume6,600/mo
Top CPC$45.41
ModelDirect Lender
Bay Street Lending
baystreetlending.com
Branded Volume~0/mo
Paid Spend$0
ModelMarketplace

Competitive Advantages

What BSL Does Better
  • ✓ 50+ lenders compete = better rates for borrower
  • ✓ One application, multiple offers in 24 hours
  • ✓ Wall Street expertise (founders' background)
  • ✓ 6 diverse product lines (competitors often specialize in 1-2)
  • ✓ Industry-specific pages for targeted verticals
Where BSL Needs to Catch Up
  • ✗ Zero brand recognition (competitors have 6K-18K branded searches)
  • ✗ No paid advertising running
  • ✗ No reviews or social proof on third-party platforms
  • ✗ Thin content — blog and resource guides need expansion
Section 04

Google Ads Campaign Build

7 search campaigns fully built in account 777-051-9888. All paused and ready to enable.

$210
Daily Budget
$6,300
Monthly Budget
23
Ad Groups
54+
RSA Ads
280+
Negative Keywords
Ad Group 1
General Working Capital
Keywords: working capital loans, business working capital, working capital for business, working capital financing, short term working capital
Ad Group 2
Fast Funding
Keywords: fast business loan, quick business funding, same day business loan, emergency business loan, urgent business funding
Ad Group 3
Bad Credit / Flexible
Keywords: business loan bad credit, working capital no collateral, business loan low credit score, unsecured working capital
Each ad group has 2-3 RSA ads with 15 headlines and 4 descriptions, targeting baystreetlending.com/get-started
SBA General
sba loan, sba business loan, sba loan application
SBA 7(a) Program
sba 7a loan, sba 7a program, sba express loan
How To Apply
how to apply for sba loan, sba loan requirements, sba loan qualifications
Equipment General
equipment financing, equipment loan, business equipment financing
Heavy Equipment
heavy equipment financing, heavy equipment loan, commercial equipment financing
Construction Equipment
construction equipment financing, construction equipment loan
LOC General
business line of credit, business credit line, revolving business credit
Small Business
small business line of credit, small business credit line
Fast Approval
fast business line of credit, quick business credit line
Invoice Factoring General
invoice factoring, factoring company, sell invoices
Factoring Companies
best factoring companies, invoice factoring company, accounts receivable factoring
PO Financing
purchase order financing, po financing, po funding
Credibly Alternative
credibly alternative, credibly reviews, credibly business loans, better than credibly
Fundbox / Bluevine
fundbox alternative, bluevine alternative, bluevine business loan
OnDeck Alternative
ondeck alternative, ondeck reviews, better than ondeck
Lendio Alternative
lendio alternative, lendio reviews, better than lendio
Construction
construction business loan, contractor financing, construction equipment loan
Trucking
trucking business loan, truck financing, commercial truck loan
Restaurant
restaurant business loan, restaurant financing, restaurant equipment financing
Medical / Dental
medical practice loan, dental practice financing, medical equipment financing

Conversion Tracking (5 Actions)

Primary
Form Submission
Get Started Page
Primary
Phone Call - Website
Click-to-Call
Primary
Phone Call - Ads
Call Extension
Primary
Click to Call
Phone Number Click
Secondary
Thank You Page
Confirmation View

Ad Extensions (Customer Level)

Sitelinks (14)
Apply Now — 5 Minutes
Working Capital Loans
SBA Loan Programs
Equipment Financing
Business Line of Credit
Invoice Factoring
+ 8 more
Callouts (7+)
60-Second Application
$250M+ Funded
50+ Lender Network
2,500+ Businesses Funded
Wall Street Expertise
Funded in 24 Hours
+ more
Structured Snippets (6)
Types: Working Capital, SBA Loans, Equipment Financing, Line of Credit, Invoice Factoring, PO Financing
Industries: Construction, Trucking, Restaurants, Medical, Retail, Manufacturing

Negative Keywords (280+)

Applied at the campaign level across all 7 campaigns to prevent wasted spend on irrelevant searches.

freejobscredit scorestudent loanpersonal loanhome equitybankruptcycalculatorcredit cardgranthiringsalarytemplateexceldefinitionaccountingsoftwarequickbookscapital onemortgageconsolidationfraudscamcar loanauto loanpayday loanwells fargochase bankbank of americaloan sharkredditgovernment grantppp loaneidlstimulusforgiveness401k loanhard moneyreal estatehome loaninvestorstock + 240 more across all campaigns
Section 05

Meta Ads Campaign Build

3 conversion-focused campaigns on Facebook & Instagram. Account act_937199430697174.

$80
Daily Budget
$2,400
Monthly Budget
5
Ad Sets
1
$30/day

Business Owners | Lending Marketplace

Objective: Lead Generation
Targeting: Business Owners, 25-65, USA
Advantage+ Audience: ON
Optimization: Lead Generation
2
$40/day

Industry Specific | Construction Trucking Medical

3 ad sets: Construction ($15), Trucking ($15), Medical ($10)
Targeting: Industry professionals, 25-65, USA
Advantage+ Audience: ON
3
$10/day

Retargeting | Website Visitors

Objective: Lead Generation
Targeting: Website Visitors (Custom Audience)
Window: 30 days
Status: Needs Meta Pixel + Custom Audience setup
Action Required: Meta Ad Creatives

The campaign structure and ad sets are fully built. Ad creatives (images + text copy) need to be uploaded in Meta Ads Manager. We've generated 3 professional ad images ready for upload.

Section 06

Content Strategy

15 content pieces to build organic authority and support paid campaigns.

5
Foundation Blog Posts
  • 1. Complete Guide to Working Capital Loans
  • 2. SBA Loans: Everything You Need to Know
  • 3. Business Line of Credit vs. Term Loan
  • 4. Equipment Financing: Buy vs. Lease
  • 5. Invoice Factoring vs. Traditional Loans
4
Industry Landing Pages
  • 1. Construction Business Financing
  • 2. Trucking & Transportation Loans
  • 3. Restaurant & Hospitality Funding
  • 4. Medical & Dental Practice Financing
6
Authority Pieces
  • 1. Best Business Loan Providers (Listicle)
  • 2. Loan Eligibility Calculator Tool
  • 3. Case Study: $500K Construction Funding
  • 4. Business Credit Score Guide
  • 5. Competitor Comparison Page
  • 6. 5-Part Email Drip Sequence
Section 07

Launch Checklist

Items needed before flipping campaigns to ENABLED.

1
Install Google Ads Conversion Tracking Tags
The 5 conversion actions are created in Google Ads. The tracking tags need to be placed on your website (Global Site Tag + event snippets on the /get-started thank you page and phone number clicks).
2
Install Meta Pixel on Website
Install the Meta Pixel base code on all pages. Set up the "Lead" standard event to fire on the /get-started form submission. Create a Website Visitors custom audience for the retargeting campaign.
3
Upload Meta Ad Creatives
Log into Meta Ads Manager, navigate to each of the 5 ad sets, and create ads with the generated images and compelling ad copy.
4
Link GA4 to Google Ads
Connect your Google Analytics 4 property to the Google Ads account for audience sharing, enhanced conversions, and comprehensive reporting.
5
Set Up Phone Call Tracking
Implement a dedicated call tracking solution (CallRail, Google forwarding numbers, or similar) to capture and attribute phone call conversions from ads.
6
Google Ads Financial Services Verification
Some financial keywords may require advertiser identity verification. Monitor for policy flags after enabling campaigns and complete any required verification.

Total Investment Summary

Google Ads
$6,300
$210/day
Meta Ads
$2,400
$80/day
Total Monthly
$8,700
$290/day combined