SEO & Google Ads
Connecting search and paid campaigns to a sales pipeline.
A steel building manufacturer serving the western U.S. combined a year of SEO content with campaign restructuring. The supplied account reports stronger search performance and an open sales pipeline.
- sales opportunities in one reported month
- 91
- open pipeline, not booked revenue
- $700K+
The starting point
The business had limited search visibility and expensive conversions. The campaign summary reports an average Google position of 50 before the work.
The work
AMÁRQUEZ developed SEO content and restructured the advertising campaigns over a year. The case follows both search measures and sales opportunities, rather than using an increase in rankings as a substitute for pipeline.
The reported result
The reported average position improved to 19. Conversions increased 215% year over year and cost per conversion fell 51%. A single-month snapshot recorded 91 new sales opportunities at about $49 in ad spend each.
The $700,000-plus figure is open pipeline: potential business associated with sales opportunities. It is not booked revenue or profit, and the summary does not state how much of that pipeline later closed.
The figures
| Measure | Reported result |
|---|---|
| Average Google position | 50 before; 19 after |
| Conversions | +215% year over year |
| Cost per conversion | Down 51% |
| New sales opportunities | 91 in one month |
| Open pipeline | More than $700,000 |
About the report
Reporting period: A year of campaign work, with year-over-year and single-month figures; dates not supplied.
Source: AMÁRQUEZ's supplied anonymous steel building manufacturer summary. Its year-over-year measures and one-month opportunity total have different scopes and are not combined into a single monthly rate.
The source does not identify calendar dates, the keyword set behind average position, or the final value of won business.