Case study · B2B · Scientific instruments · PPC + SEO · 2025–2026
Lifting leads 400% on a single integrated demand strategy.
GT Vision sells specialist microscopes into healthcare and biomedical research. We collapsed their SEO and PPC into one bid-and-rank strategy. Leads went up 400%, cost per click down two-thirds.
Where it hurt.
GT Vision compete in a high-precision B2B category where buyers are few and the search volume is small. Lead volume was limited by demand capture, not interest. Paid media efficiency was poor. SEO and PPC were operating as two separate programmes with no shared keyword strategy.
As an independent provider, the team needed a scalable foundation that didn't require spend to climb every quarter.
What we saw.
In low-volume B2B categories, SEM beats either PPC or SEO running alone. The buyer searches once, lands once, decides once. Splitting that journey across two unrelated programmes wastes spend and dilutes ranking. Run them together against the same intent map.
What we did, and why.
- 01 · Map demand against intent
Identify the high-intent commercial and informational queries that buyers actually run. Map each to a page, a campaign, and a stage of the buying journey.
- 02 · Consolidate the channels
PPC restructured around conversion-ready keywords. SEO built to strengthen organic visibility for the commercial and informational stages around them. Each channel reinforced the other instead of competing for the same click.
- 03 · Cut the waste
Eliminate spend on broad terms that wouldn't convert. Reallocate to the queries the audit identified as buyer-ready.
The numbers, in plain language.
Lead volume lifted close to 400%. Cost per click dropped 66.3% as the account stopped paying for low-intent traffic. The combined SEM programme outperformed either channel running solo by a clear margin.
GT Vision now operate on a leaner spend with a higher-quality pipeline, in a category where neither was previously available.
For brands like yours.
Specialist B2B doesn't need a bigger budget. It needs a tighter intent map. The right keyword in the right channel at the right stage matters more than the size of the spend.
Other things we shipped.
Selected pieces of work from the GT Vision partnership.
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