Square Invoices: Turning templates into a global growth engine
How a focused SEO content hub transformed Square’s invoicing product into one of the company’s top non-branded growth channels.
TL:DR
Shifted Square Invoices from paid-led to organic-led growth
10× organic traffic growth in one quarter
11.5× increase in conversions to Square Invoices
Captured global intent and unlocked a new inbound channel
CASE STUDY SECTIONS
Background
Company:
Square Invoices had strong brand recognition but limited discoverability beyond paid acquisition. Most signups were driven by ads rather than organic discovery, leaving an opportunity to capture a much larger share of search demand.
The goal was to turn global search interest for invoicing education and templates into a sustainable, always-on organic growth channel.
Industry: Invoicing Software / Retail SaaS
Engagement: Global SEO & Content Strategy
Period: H2-2023 - Q1-2024
The Challenge
Acquisition was over-indexed on paid, and the product lacked visibility in organic search for high-intent queries that small businesses use when first seeking invoicing help.
Global search data revealed millions of monthly queries around “invoice templates,” “invoice formats,” and “how to create an invoice,” yet Square’s existing content didn’t rank—or even compete—for these terms.
The APPROACH
A full SEO relaunch strategy repositioned Invoice Templates as a high-performing organic acquisition channel — built for scale, not just rankings.
The strategy focused on five pillars:
Intent-Led Experience
Aligning the product with how users actually search and evaluate solutions.Stronger Information Architecture
Making the experience easier to discover, navigate, and convert from.Depth Over Surface-Level Content
Building a resource users can complete their journey on, not just land on.Global-by-Design Structure
Architected to scale across markets without rework or fragmentation.Trust Signals Built In
Reinforcing credibility and usability to drive product consideration.
RESULTS
SEO became the primary growth engine — not paid.
The QoQ impact:
10× increase in organic traffic within the first year
11.5× lift in product conversions from search
Significant reduction in paid spend while sustaining growth
SEO replaced paid as the primary acquisition channel
Became the blueprint for international expansion at Square
Key Learnings
Paid can create spikes — SEO creates compounding growth.
Sustainable demand comes from winning intent, not renting attention.
Go where the global demand already is.
Visibility should follow market pull, not brand assumptions.
The right SEO system lowers CAC over time.
When organic does the heavy lifting, spend becomes optional — not required.
Reusable SEO frameworks = scale without reinventing the wheel
One successful model can be replicated across products and regions.
