A mid-market provider of specialized HR management software (SaaS). They were running SEO and Google Ads in silos, often competing against themselves for the same keywords and driving up their own Cost Per Lead (CPL).
The client’s paid search budget was inefficiently focused on bidding on their own brand name terms they already ranked #1 for organically. Meanwhile, their organic strategy lacked the depth to capture top-of-funnel informational searches. They needed to reduce wasted ad spend without sacrificing lead volume.
We analyzed the overlap between paid and organic traffic. We identified that 40% of their PPC budget was spent on brand terms with minimal incremental lift over organic.
We significantly pulled back spend on exact-match brand keywords. This freed up budget to aggressively target high-intent "competitor alternative" keywords where they had no organic presence.
We used search query data from their historical PPC campaigns to identify questions potential customers were asking. We built out three major SEO content pillars around these pain points to capture traffic earlier in the buying cycle without paying for the click.
We redesigned the "Request a Demo" landing page, simplifying the form fields, resulting in immediate conversion lifts for both paid and organic traffic.
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