- Client
- Confidential
- Industry
- Health, laboratory medical services
- Location
- Munich, Germany
- Company size
- 13 employees
The situation
In February 2022 the company decided to bring its sales process online. It had been operating for 21 years, entirely offline. There was no website and no way for new customers to find the lab through search. All appointments were made in person or by phone, about 20 a day from the existing client base.
Project goal
Build an online sales channel from zero. The target was to go from no online presence to a measurable revenue stream in three months.
What we did
The strategy targeted Google only, with SEO and Google Ads together. SEO built organic visibility over time. Paid ads delivered traffic and sales from the first day. Each channel helped the other: optimized content improved ad relevance, and ad traffic showed which keywords converted best.
SEO audit
We started with a full technical audit of the newly built website. It found 1,846 issues across 48 pages, including 75 errors and 99 warnings.
Technical optimization
We ordered the issues by severity and impact. We fixed the site architecture so that only valuable pages were indexed, created a robots.txt file and rebuilt the sitemap. Indexing errors, broken links and oversized pages were resolved.
On-page optimization
Page by page, we rewrote meta titles and descriptions, created descriptive headers and placed keywords naturally in the content. We optimized for rich snippets, to show prices and reviews directly in search results. Internal links guided users toward the booking pages.
Monitoring and maintenance
We tracked rankings, visibility, organic traffic and conversions every week, and we watched competitor activity to avoid losing positions.
SEO results
Within three months, the site went from invisible to ranking for 566 keywords.
Google Ads strategy
We ran Search and Display campaigns. Search campaigns targeted keywords with high purchase intent. Display campaigns supported brand awareness. In the third month we added a campaign for users searching for competing labs.
Google restricts medical advertising, so we prepared several creatives to raise the chance of approval. We added negative keywords, adjusted ad copy after A/B tests and raised Quality Scores from 2 or 3 to above 7. The average cost per click came in 50% below the industry benchmark.
| Campaign | Impressions | Clicks | CTR | Avg. CPC | Cost |
|---|---|---|---|---|---|
| Search | 140,407 | 30,533 | 21.75% | €1.51 | €46,110 |
| Display | 23,014,563 | 7,848 | 0.03% | €0.61 | €4,775 |
| Search, competitors | 12,824 | 940 | 7.33% | €0.91 | €854 |
| Total | 23,167,794 | 39,321 | 0.17% | €1.32 | €51,739 |
KPIs and results
We set three targets at the start: grow daily customers from 20 to 80, keep average daily online sales at around €1,000, and raise search visibility by 20% within three months.
Results appeared within the first days. Sales grew 45% after the second week and kept growing month over month.
| Month | Total sales | Orders | Avg. daily sales |
|---|---|---|---|
| February 2022 | €20,000 | 122 | €714 |
| March 2022 | €28,000 | 291 | €903 |
| April 2022 | Over €52,000 | 591 | Over €1,733 |
| Total | Over €100,000 | 1,004 | €1,124 |
Before and after
| Metric | February 2022 | May 2022 |
|---|---|---|
| Online presence | None | Website with online booking |
| Daily customers | About 20, walk-in only | Over 80, online and walk-in |
| Daily sales | Offline only | €1,124 on average |
| Total orders, 3 months | None | 1,004 |
| Search visibility | 0% | 29% |
| Organic traffic | 0 users a day | 446 users a day |
| Keywords ranked | 0 | 566 |
The client extended its work schedule because of the volume of online orders. Between 10 and 20 clients booked online every day, and over 60 visited the lab after finding it through search.
Our role
SEO and Google Ads were planned and run together from the launch of the website. Our founder led this engagement before SEO Catalyst was formed.