Stabilising cost per enquiry across a seasonal category

Case studies

Selected work, told straight.

Where we're allowed to share results, we do. Where we can't, we describe the approach and what changed. We don't invent numbers.

Healthcare

Multi-specialty clinic, Bangalore

Challenge: High organic walk-ins but no measurable inbound inquiries from search. Google Business Profile was underutilised, specialty services buried in the site, and no paid campaigns running. Local ranking for high-intent specialty queries was invisible.
Strategy: Rebuild Google Business Profile from the ground up. Split Google Ads into per-specialty campaigns with dedicated landing pages featuring the treating doctor's credentials, procedure details, and clear appointment CTAs. Restructure the website's service pages around specialty + location intent.
Lessons: Splitting Google Ads campaigns by specialty produced a clearer signal, better creative, and better landing pages than a single brand campaign. For multi-specialty healthcare businesses, per-specialty campaign architecture is almost always the right starting point.

Home Services

Pest control operator, South India

Challenge: Website was a simple brochure with no direct inquiry path. Google Business Profiles existed for each city but were incomplete. No paid or organic direct traffic. Reviews existed only on the marketplace platforms — nothing on Google.
Strategy: Build a conversion-focused website with WhatsApp, call, and form CTAs on every page, clear coverage areas, and transparent starting prices. Launch localised Google Ads by neighbourhood. Structure content so AI assistants could confidently reference service areas.
Lessons: Publishing service areas and transparent starting prices improved both direct conversion and the likelihood of being referenced by AI assistants. Transparency compounds — it wins trust with humans and clarity with machines.

Education

Test-prep institute

Challenge: One large Google Ads account with mixed campaigns, all traffic sent to the homepage. No landing pages per course. Conversion tracking counted 'contact form submissions' regardless of course, which made cost-per-enrolment invisible.
Strategy: Restructure the account by course. Build a matched landing page per course. Add retargeting for high-intent visitors. Rebuild conversion tracking to distinguish inquiry vs demo booked vs enrolment.
Lessons: One landing page per campaign is worth more than a hundred small ad tweaks. And you can't optimise what you can't measure — most cost-per-lead problems are actually cost-per-conversion-tracking problems in disguise.

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