Paid and organic search around the microscopy buyer.
GT Vision sells microscopes and microscopy products for specialist buyers. Mira brought PPC and SEO into one search plan, covering product enquiries and the questions buyers ask before they choose.
Search
Coordinated PPC and SEO
Schools
Teaching-equipment search campaigns
Laboratories
Lab-equipment search campaigns
Products
Manufacturer and product content
Where it hurt
GT Vision operates in a specialist microscopy market. It needed to reach more relevant buyers and improve the efficiency of its paid search activity.
The work brought paid campaigns and organic content into a shared plan, so both addressed the searches its prospective customers were making.
What we saw
A school choosing teaching equipment and a laboratory comparing instruments have different requirements. We used those differences to organise paid search, alongside organic content for product information and technical questions.
What we did, and why
- 1
Map the searches
We identified commercial and informational microscopy queries and mapped them to relevant website pages.
- 2
Connect PPC and SEO
We restructured PPC around product and enquiry intent, while SEO developed visibility for related product information.
- 3
Review the spend
We reduced activity on broad terms that were not producing the required conversions and reviewed where budget should move.
What changed
By September 2026, paid search included separate campaigns for school equipment and laboratory equipment, alongside brand searches and manufacturer-specific activity. This gave each campaign a defined audience or product focus.
Organic content covered microscopy products and the questions buyers ask before choosing an instrument. The accompanying Shopify case shows how the catalogue was organised by application and level, with separate buying, enquiry and servicing routes.
Source: GT Vision's September 2026 Google Ads account review and the documented Shopify build.
The PPC work.
For brands like yours
Specialist products need more than one route through search. The school, laboratory and manufacturer campaigns make the audience and product focus explicit; the website gives those buyers relevant information and a route to buy or enquire.
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