Prepared by Melleka Marketing

Bay Street Lending

Complete Digital Advertising Strategy, Campaign Build, and Market Intelligence Report

Google Ads Campaigns
7
23 ad groups built
Total Keywords
114+
Phrase + Exact match
Negative Keywords
280+
Waste prevention
Monthly Budget
$8,700
Google $6,300 + Meta $2,400
Meta Campaigns
3
5 ad sets with targeting
Content Pieces
15
3-month SEO plan
Section 1

Business & Website Audit

Comprehensive analysis of Bay Street Lending's current digital presence, technical infrastructure, and market positioning.

Company Overview

Business ModelLending Marketplace (Broker)
Founded2020
FoundersRichard Billi & Carmine Bruno
LocationNew York, NY (Nationwide)
Capital Facilitated$250M+
Businesses Funded2,500+
Lending Partners50+
Funding SpeedAs fast as 24 hours
Conversion GoalForm fills on /get-started

6 Product Lines

Working Capital Loans
$10K - $2M available
$46-$82 CPC
SBA Loans
Government-backed, lower rates
$5-$12 CPC
Equipment Financing
New or used, up to 100%
$15-$25 CPC
Business Line of Credit
Revolving, draw as needed
$30-$53 CPC
Invoice Factoring
Sell invoices for immediate cash
$12-$20 CPC
PO Financing
Fund purchase orders upfront
$10-$18 CPC

Technical Infrastructure

Framework
Next.js
React SSR (SEO-friendly)
Analytics
GA4
G-6CMZWH5HH0
Tag Manager
GTM
GTM-57PMSVMV
Schema Markup
Yes
FinancialService + FAQ
Technical Strengths
Server-rendered pages (great for SEO crawling), structured data markup present, dedicated product landing pages for all 6 products, 20+ industry-specific pages (construction, trucking, dental, restaurant, etc.), proper canonical tags, mobile-responsive design, fast load times.
Critical Gaps Found
ZERO Google Ads running. ZERO Meta Ads running. Zero organic visibility (all 18 keywords on page 5+). No blog or regular content publishing. No backlink strategy. Thin content on industry pages. No retargeting pixel active. Missing dedicated landing pages for paid traffic.
Section 2

Current Organic Visibility

Bay Street Lending has 18 organic keywords, but ALL are ranked on page 5+ (position 50+). Essentially zero organic traffic.

KeywordPositionSearch VolumeCPCLanding Page
bay street advisors16210$0.00/
bay street capital2390$0.00/
wall street lending2650$0.00/
baystreet capital2870$0.00/
working capital lenders51880$45.84/working-capital-loans
equipment financing approval documentation5640$0.00/equipment-financing-guide
qualifications for sba loan63170$5.46/sba-loan-requirements
blue street capital66170$23.53/
sba working capital loan requirements6630$9.54/sba-loan-requirements
get working capital9470$81.62/working-capital-loans
working capital loans for business9550$69.93/working-capital-loans
working capital financing96590$39.93/working-capital-loans
short term working capital loan9740$64.13/working-capital-loans
Key Insight: All 18 keywords are essentially invisible. The highest-ranked commercial keyword ("working capital lenders") sits at position 51 with 880 monthly searches and a $45.84 CPC. This represents a massive untapped opportunity through both paid ads and SEO content.
Section 3

Competitive Landscape

Analysis of the top 4 competitors in the business lending marketplace space, showing their organic dominance and BSL's opportunity.

MetricBay Street LendingOnDeckLendioCrediblyFundbox
Branded Searches~0/mo18,100/mo9,900/mo6,600/mo9,900/mo
Top Organic Keywordbay street advisors (pos 16)ondeck (pos 1)business loans (pos 4)online business loan (pos 1)fundbox login (pos 1)
Organic Keywords1810,000+15,000+5,000+3,000+
Business ModelMarketplaceDirect LenderMarketplaceDirect LenderDirect Lender
Active Google AdsNoneYes (aggressive)Yes (aggressive)YesYes

Who's Ranking for Our Target Keywords

"working capital loans"
Competitors ranking on page 1:
JP Morgan, SBA.gov, American Express
Credibly, LendingTree, CNBC
National Funding, Bankrate
BSL: Not ranking
"business line of credit"
Competitors ranking on page 1:
Bank of America, Wells Fargo, AmEx
SoFi, Bluevine, PNC, US Bank
Bankrate, Navy Federal
BSL: Not ranking
"equipment financing"
Competitors ranking on page 1:
Crest Capital, Bank of America
SoFi, JP Morgan, Pathward
NerdWallet, National Funding
BSL: Not ranking
BSL Competitive Advantages
1) 50+ lender marketplace (more options than any single direct lender) 2) Wall Street pedigree founders 3) One application covers all 6 product types 4) Clear terms, no hidden fees 5) As fast as 24-hour funding 6) $250M+ facilitated proves track record 7) Strong website foundation (Next.js, Schema markup, industry pages already built)
Section 5

114+ Targeted Keywords

Every keyword uses Phrase or Exact match to maintain relevance while allowing for natural search variations.

Total Keywords
114+
Match Types
Phrase + Exact
Avg CPC Range
$5 - $82
Product Coverage
6 of 6
Keyword Strategy
All keywords start as Phrase Match to gather search term data. After 2-4 weeks of data, top performers get promoted to Exact Match for tighter control, while broad queries get added as negatives. No Broad Match used initially to prevent wasted spend in the high-CPC financial services vertical.
Section 6

280+ Negative Keywords

Comprehensive waste prevention across all 7 campaigns. Each campaign has 40+ Broad Match negatives to block irrelevant traffic before it costs money.

Categories of Blocked Terms

Consumer/Personal Finance
personal loanhome equitystudent loancredit cardmortgageauto loancar loanpayday loanconsolidation
Job Seekers
jobscareershiringsalaryemploymentinternship
DIY / Information
freecalculatortemplatedefinitionexcelsoftwarequickbooks
Government/Grants
grantgovernment grantaccounting
Banks / Competitors
wells fargochase bankbank of americacapital one
Fraud / Scam
scamfraudredditloan sharkbankruptcycredit score
Section 7

Responsive Search Ads

Each ad group has 2-3 RSAs with 15 headlines and 4 descriptions. Google's AI tests combinations to find the best performers.

Ad - baystreetlending.com/working-capital-loans
Working Capital Loans $10K-$2M | 50+ Lenders Compete For You
One application. 50+ lenders. Get 2-3 real offers with clear terms in 24 hours. $250M+ facilitated for 2,500+ businesses. Wall Street expertise for Main Street. Apply in 60 seconds.
Ad - baystreetlending.com/sba-loans
SBA Loans — Government Backed | Pre-Qualify in 5 Minutes
SBA 7(a), 504, and Express loan programs available. Lower rates, longer terms. One application connects you to 50+ SBA-approved lenders. No obligation to apply.
Ad - baystreetlending.com/equipment-financing
Equipment Financing — Up to 100% | New or Used Equipment
Finance any business equipment through our 50+ lender marketplace. Competitive rates, fast approvals. Preserve your cash flow while growing your fleet.
Ad - baystreetlending.com/get-started
Fast Business Credit Line | Approved in Hours Not Weeks
Draw funds instantly with a revolving business line of credit. Up to $500K available. Skip the bank wait. One app, multiple offers. Same-day credit decisions.
Ad - baystreetlending.com/get-started
Tired of Your Current Lender? | Compare 50+ Alternatives
One 60-second application. 2-3 real competing offers within 24 hours. Clear terms, no hidden fees. See why 2,500+ businesses chose Bay Street Lending.
Ad - baystreetlending.com/construction-loans
Construction Business Financing | Fund Your Next Project
Specialized funding for contractors and construction companies. Equipment, materials, payroll. 50+ lenders compete for your business. Fast decisions, clear terms.

Headline Library (15 per ad, Google rotates combinations)

50+ Lenders Compete For You $250M+ Capital Facilitated One App Multiple Offers Pre-Qualify in 5 Minutes Bay Street Lending Skip the Bank Wait Funded in 24 Hours Wall Street Expertise 2,500+ Businesses Funded Compare Lender Offers Now Same-Day Credit Decisions No Hidden Fees or Surprises Clear Terms Guaranteed Apply Online in 60 Seconds Get 2-3 Real Options Fast
Section 8

Ad Extensions

All extensions are linked at the customer level, meaning they appear across ALL campaigns automatically.

Sitelinks
14
Callouts
7
Structured Snippets
3

Sitelinks (14)

Apply Now — 5 Minutes
One application. 50+ lenders. Real offers in 24 hours.
Working Capital Loans
$10K to $2M available. Fast approval. Flexible terms.
SBA Loan Programs
Government-backed lower rates. 7(a), 504, Express.
Equipment Financing
Finance new or used equipment. Up to 100% financing.
Business Line of Credit
Revolving credit. Pay as you draw. Flexible funding.
Apply in 60 Seconds
One application, 50+ lenders. No hard credit pull.

Callouts (7)

60-Second Application Wall Street Expertise 50+ Lender Network 2,500+ Businesses Funded Clear Terms Guaranteed Funded in 24 Hours No Hidden Fees

Structured Snippets (3)

Header: "Types"
Working Capital SBA Loans Equipment Financing Line of Credit Invoice Factoring PO Financing
Section 9

Conversion Tracking

5 conversion actions configured to capture every lead touchpoint.

✉
Form Submission — Get Started
Type: Webpage | Category: Submit Lead Form | PRIMARY
☎
Phone Call — Website
Type: Webpage | Category: Phone Call Lead | PRIMARY
☎
Phone Call — Ads Click to Call
Type: Click-to-Call | Category: Phone Call Lead | PRIMARY
☎
Phone Call — Click to Call
Type: Webpage | Category: Phone Call Lead | PRIMARY
📄
Page View — Thank You Confirmation
Type: Webpage | Category: Submit Lead Form | SECONDARY
Section 10

Meta Ads Campaign Build

3 lead-generation campaigns targeting business owners across Facebook and Instagram.

Meta Monthly Budget
$2,400
$80/day across 3 campaigns
Total Ad Sets
5
Targeting 5 audience segments
Objective
Lead Gen
Optimized for leads

Campaign 1: Business Owners | Lending Marketplace

$30/day
Business Owners | Funding Seekers | US 25-65
Targeting: Broad + Advantage+ audience
Optimization: Lead Generation
Budget: $30/day

Campaign 2: Industry Specific | Construction Trucking Medical

$40/day
Construction & Contractors
US 25-65 | Advantage+ | $15/day
Trucking & Transport Owners
US 25-65 | Advantage+ | $15/day
Medical & Dental Practice Owners
US 25-65 | Advantage+ | $10/day

Campaign 3: Retargeting | Website Visitors

$10/day
Website Visitors | 30-Day Window
US 25-65 | Custom Audience | $10/day
Requires: Meta Pixel installed on baystreetlending.com + Website Visitors Custom Audience created in Ads Manager.
Section 11

SEO Content Strategy

15-piece content plan designed to build organic authority over 3 months.

Month 1
5 Pillar Posts
Foundation content
Month 2
4 Industry Pages
Vertical targeting
Month 3
6 Authority Pieces
Comparison + tools + cases
BlogComplete Guide to Working Capital Loans in 2026
2,500+ words
BlogSBA Loan Programs Explained: 7(a), 504, Express
2,000+ words
BlogBusiness Line of Credit vs Term Loan: Which Is Right?
1,800+ words
BlogEquipment Financing: How It Works + How to Qualify
2,000+ words
BlogInvoice Factoring & PO Financing: Cash Flow Solutions
1,800+ words
IndustryConstruction Business Financing: Loans, Equipment, Cash Flow
IndustryTrucking Company Loans & Fleet Financing Guide
IndustryRestaurant Business Loans: Open, Expand, or Renovate
IndustryMedical & Dental Practice Financing Solutions
ComparisonBest Business Loan Providers 2026: Marketplace Comparison
ToolInteractive Equipment Financing Calculator
Case StudyHow a Construction Company Funded $500K in Equipment
GuideBusiness Credit Score: How to Build & Improve It
Email5-Part Business Funding Email Drip Sequence
SocialLinkedIn Thought Leadership Series (8 posts)
Section 12

Launch Plan & Investment Summary

Total Monthly Investment

Google Ads (7 campaigns)$6,300/mo
Meta Ads (3 campaigns)$2,400/mo
Total Ad Spend$8,700/mo

What's Been Built

✓ 7 Google Search campaigns
✓ 23 ad groups with targeted keywords
✓ 50+ Responsive Search Ads
✓ 114+ targeted keywords
✓ 280+ negative keywords
✓ 5 conversion actions configured
✓ 24 ad extensions (sitelinks, callouts, snippets)
✓ 3 Meta campaigns + 5 ad sets
✓ 15-piece content strategy

Pre-Launch Checklist

  • ✓
    Google Ads campaigns built
    7 campaigns, 23 ad groups, 50+ RSAs, 114+ keywords, 280+ negatives, 5 conversion actions, 24 extensions
  • ✓
    Meta Ads campaigns structured
    3 campaigns, 5 ad sets with audience targeting configured
  • !
    Verify conversion tracking
    Confirm Google Ads conversion tags fire correctly on /get-started form submission and phone click events
  • !
    Upload Meta ad creatives
    Design and upload ad images + copy for all 5 ad sets in Meta Ads Manager (API limitation)
  • !
    Install Meta Pixel + create audiences
    Required for the retargeting campaign. Create "Website Visitors" custom audience.
  • !
    Link GA4 to Google Ads
    Connect GA4 property G-6CMZWH5HH0 to Google Ads account for audience sharing and enhanced analytics
Ready to Launch
Once the checklist above is complete, campaigns can go live within 24 hours.
All campaigns are currently PAUSED and ready to be enabled.