Demonstrates methodology. The company is illustrative and the metrics are modeled / representative — not a real client engagement.
A Dutch professional-services firm relied on referrals and had no predictable inbound. Paid search sent traffic to the homepage, organic visibility was thin on the services that actually paid, and there was no way to tell which enquiries were qualified.
Build one integrated lead engine: paid search to capture in-market demand now, SEO to compound free demand over time, and service-specific landing pages with proper lead tracking so quality — not just volume — is visible.
Launched tightly-themed Search campaigns per service line pointing at intent-matched landing pages instead of the homepage.
Built SEO content around the high-value commercial queries and fixed technical/on-page gaps.
Added lead-quality tracking (qualified vs. unqualified) so spend shifted to what booked real work.
Ran CRO on the enquiry forms to lift completion rate.
Relative comparison illustrating the reduction.