Case studies
Projects I've worked on
The challenge, what we did, and what changed.
Holded
How Holded grew non-branded sign-ups 13× without growing traffic
Holded already had a lot of organic traffic, but almost none of it signed up. By going after searches with buying intent and building pages that lead into the product, monthly sign-ups from non-branded search grew 12.9×, and paid subscriptions 16×.
- Industry
- B2B SaaS
- Period
- Jun 2020 – Feb 2025
- What we did
-
- Technical SEO audit
- Competitor analysis
- Keyword research
- Content model
- RICE roadmap
- Content briefs
- +3 more
- Monthly non-branded sign-ups (Jun 2020 → Feb 2025)
- 12.9×
- Monthly paid subscriptions from non-branded search
- 16×
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HappyScribe
How HappyScribe built an SEO engine that kept compounding
A site migration, programmatic landing pages for every file format, free interactive tools, and links to the pages that make money. Organic sign-ups on the targeted pages grew about 25× in under three years, and organic traffic kept growing long after the project ended.
- Industry
- B2B SaaS
- Period
- 2020 – 2023
- What we did
-
- Site migration
- Programmatic SEO
- Free interactive tools
- Link building
- Revenue modeling
- Keyword research
- +2 more
- Organic sign-ups on targeted pages (Feb 2021 → Nov 2023)
- ~25×
- Lower cost per organic sign-up (2021 → end of 2023)
- ~90×
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Consent management platform
How a consent management platform built its Spanish market from scratch
The Spanish section of a consent management platform started 2024 with almost no organic traffic. In 2025, non-branded clicks were 4.1× the year before, trials and demos 8.6×, and the share of visitors starting a trial had tripled.
- Industry
- B2B SaaS
- Period
- Jan 2024 – Dec 2025
- What we did
-
- Spanish keyword research
- Localization
- Content clusters
- Bottom-of-funnel guides
- Page refreshes
- Internal linking
- +3 more
- Non-branded clicks, 2025 vs 2024
- 4.1×
- Trials and demos from non-branded search, 2025 vs 2024
- 8.6×
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Pulidos Rovira
How Pulidos Rovira got 5× more leads from Google Ads without more clicks
A floor polishing company had run Google Ads for years with plenty of clicks and very few quote requests. Fixing tracking, campaigns, landing pages, and the Google Business Profile took it from around 50 conversions a quarter to around 240.
- Industry
- Floor polishing
- Period
- 2023 – 2025
- What we did
-
- Google Ads
- Conversion tracking
- Local landing pages
- Google Business Profile
- Review management
- Weekly optimization
- Conversions per quarter, 2024–2025 vs 2018–2022
- ~5×
- Share of ad clicks that became a lead, roughly
- 2% → 13%
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