The company served two very different audiences: HR managers running employment screening at scale, and individuals who needed a single check. Its messaging treated both the same way, paid search spend was high relative to sales, and it competed against national providers with bigger brands. Growth had to come without a larger marketing budget.
01 Overview
A background check provider was paying too much for clicks that rarely became accounts. The work rewrote how the company spoke to HR managers, rebuilt the paid search program around dedicated landing pages, then extended reach with content and links.
02 The challenge
The right buyers were not hearing the right message.
03 The work
Fix the message first, then the campaigns, then the content.
We began by evaluating lead generation end to end. The first change was language: the site and ads were rewritten in the terms HR managers use. We audited the existing paid search program, assessed every landing page, then rebuilt the campaigns with dedicated landing pages, sharper copy, clearer calls to action and corrected settings. With paid search producing efficiently, we expanded content with a blog and downloadable resources, supported by guest posts and link building.
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01 / Focus
Messaging
Copy aligned to HR manager vocabulary and buying criteria.
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02 / Focus
Paid search
Audit, dedicated landing pages, revised copy and calls to action, campaign settings.
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03 / Focus
Content and links
Blog, downloadable resources, guest posts and link building.
Your next move
Where is your path from search to decision losing momentum?
Bring us the challenge behind the numbers. We will start by understanding the business problem.
04 Measurement
Cost per click down, accounts up.
The company tracked new corporate accounts, website traffic, product sales, paid search clicks and cost, and the share of leads from organic versus paid.
2 per day
new HR and corporate accountsPost launch. Corporate accounts opened per business day.
84%
reduction in paid search costPost launch. Paid search cost versus the pre audit program.
722%
increase in paid search clicksPost launch. Clicks versus the pre audit program.
176%
increase in website trafficPost launch. Total sessions versus baseline.
129%
increase in product salesPost launch. Online product sales versus baseline.
80 / 20
share of digital leads from SEO versus paid searchPost launch. Lead source attribution.
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