A United Kingdom-based software company operating in a competitive B2B SaaS market approached Grapelight because they were struggling to generate consistent online leads. The company's organic visibility when it came to solution-led and comparison-based searches was very limited. Their Google Ads campaigns were generating leads, but at a high cost. The company's goals were clear, they wanted to increase qualified leads and improve acquisition efficiency. At the same time, the company identified changes in their buyer behaviour with more prospects relying on voice search and AI-driven tools when researching software options. This involved future-proofing their visibility, while ensuring we maintained clear messages when it came to complex software products.

Our team at Grapelight conducted a comprehensive analysis of our clients online visibility, creating a holistic SEO, Google Ads, and GEO strategy, helping to balance short-term lead generation with sustainable visibility in the long term. Our first step was to focus on their SEO activity. This involved improving their solution pages and comparison content with improved keyword alignment. We expanded explanatory content with clear internal linking, improving discovery, user navigation, and search engine crawlability. We created supporting content that clearly addressed the company's buyer pain points, along with content that implemented considerations. This helped to guide prospects through the evaluation process. 

Our next step was to improve their Google Ads campaigns. This step involved restructuring their campaigns around competitor-comparison searches and high intent keywords. We refined match types, improved their negative keyword strategy, while improving landing page alignment. We also implemented conversion tracking, helping to provide clear attributions across all channels.

The final step of the process was to future-proof their online visibility, supporting AI-search behaviour. We refined their content with care to ensure semantic clarity, while structuring their formatting, creating concise explanations. All pages were improved to increase the changes of them appearing in generative search results and answer-based experiences. This supported early-stage discovery, along with comparison searches.

We consistently monitored their performance across organic, paid, and assisted leads, which enabled us to continuously optimise their strategy to achieve the best results, while aligning with NDA regulations.

This software company started seeing a steady improvement in results within eight months when it came to visibility, lead volume, and acquisition efficiency. They were pleased to note that their organic visibility increased substantially by 50% with many of their priority and comparison keywords appearing on the first page of results. 

With this boost in organic visibility, their organic traffic increased substantially, along with engagement metrics, showing relevance and engagement were rising among prospective customers. With their bounce rate dropping, their dwell sessions increased by 30%. 

They saw improvements in their Google Ads performance within this time frame with costs per lead reducing, and lead volume increasing substantially. We helped improve their return on ad spending by over 40%. due to message alignment, landing page optimisation, along with audience segmentation, that improved targeting.

Combining their organic and paid leads, they saw an increase of close to 50%, where their organic traffic was contributing consistently to this percentage. At the same time, the GEO we put in place started improving their AI-driven search visibility, positioning them for future changes in buyer search behaviour.

Overall, this case study is a clear demonstration that a combined digital marketing strategy can boost both organic visibility and traffic, and Google Ads performance, along with future-proofing websites for the future.