SEO/SEM Drives 69% MQL & 36% Click Increase for B2B Distributor Client
Unifying SEO, paid search, email marketing, and website optimizations into a cohesive strategy resulted in significant improvements to lead and traffic numbers across the board.
Spending less money to drive more qualified leads & more qualified traffic
Timeframe: Year over Year
Situation:
A leading Midwest distributor of industrial air systems and equipment had marketing activity across multiple channels but no coherent strategy connecting them. Paid search, organic, and email were each doing their own thing, and after years of iteration, results had begun to stagnate. The website compounded the problem: nearly a decade old, it had no clear conversion funnel, weak content on core product and service pages, and intent misalignment throughout. Traffic was coming in and not finding what it needed.
Approach:
The priority was a unified roadmap with each channel reinforcing the others rather than operating in isolation. I built a full-funnel content strategy focused on improving messaging and conversion actions on core product and service pages. Google Ads campaigns were rebuilt from the ground up with tightened location and audience targeting. Email newsletter templates were redesigned to improve layout, hierarchy, and click-through rates. Every workstream was oriented around the same goal: move qualified buyers more efficiently through the funnel, and stop paying for traffic the site couldn’t convert.
Outcome:
The integrated approach produced gains across every channel measured. Conversions grew 69% year over year while cost per conversion dropped 43%, a combination that reflects both better traffic quality and a site better equipped to handle it. Organic clicks grew 36%, sessions increased 26%, and engaged sessions grew 42%. New users were up 26%, with an engagement rate improvement of 13% suggesting the content and targeting were reaching the right audience, not just a larger one.
Work completed during my tenure at an agency. For this client, I was responsible for SEO, SEM, email marketing, and site development.