Module 8: Real-Life Case Studies

Jan 28, 2025
12 mins read
Module 8: Real-Life Case Studies

Effective inbound marketing is more than just rankings—it’s about attracting the right audience and driving real results.

For SaaS businesses, especially in competitive industries, optimizing search visibility can directly impact growth, lead generation, and conversion rates. The challenge is knowing which strategies will deliver results in the ever-evolving search landscape.

Enter the ‘Own the SERP’ framework. Designed to help businesses improve their SERP rankings, and as an effect, boost lead generation. This approach focuses on more than just keywords.

It tackles everything from technical SEO and structured data to content strategy and internal linking, building a solid foundation for long-term lead generation and growth.

In this module, we’ll explore how this framework performs in real-world scenarios. You’ll see how these companies tackled numerous challenges using the Own The SERP framework and got measurable outcomes.

Whether you’re aiming to optimize for niche markets or broaden your digital footprint, these insights will provide a clear, actionable path to improving your inbound strategy.

Case Study 1: 143% more leads, 50% lower CPL—one unified strategy for MarTech success

Key Challenges

  1. Multiple pages, including the homepage, targeted the same high-volume keywords. This created internal competition, reduced page authority, and hindered performance on search engines.
  2. The website’s internal linking structure was poorly optimized. This disrupted the flow of link authority between key pages, preventing high-quality content from ranking effectively and impacting the overall inbound strategy.
  3. The absence of schema markup limited the site’s ability to leverage SERP features like rich snippets, FAQs, and review snippets. This reduced visibility, click-through rates, and overall user engagement in search results.
  4. The company struggled to attract high-quality leads while keeping acquisition costs low, impacting overall ROI from paid campaigns.

Solution

The ‘Own the SERP’ framework by FPGrowth was deployed to address these challenges, complemented by a data-driven PPC strategy to amplify results:

  1. A targeted content strategy was introduced to assign distinct, relevant keywords to each page. The homepage was optimized for broader terms, while subpages focused on long-tail keywords. This eliminated competition between internal pages and enhanced their SEO performance.
  2. A comprehensive audit and overhaul of the internal linking strategy ensured that key authority pages flowed logically into supporting content. This improved the distribution of link authority, boosted rankings, and enhanced the user experience.
  3. Structured data was added across key sections of the website, enabling enhanced SERP features like rich snippets, authors, FAQs, etc. This improved visibility, increased click-through rates, and made the site more click-worthy in search results.
  4. Alongside SEO improvements, a highly targeted PPC campaign was launched to drive immediate traffic and leads while complementing SEO efforts in areas where organic keywords were underperforming. The campaign was optimized for:
    • Lower CPL: By refining audience targeting and ad creative, the cost per lead dropped from $55 to $23, reducing acquisition costs by over 50%.
    • Lead Quality: Improved targeting brought in higher-quality leads, matching the ideal customer profile.
    • Lead Volume: The number of leads increased dramatically from 343 to 834, achieving a 143% growth in leads.

Outcome

The strategic implementation of FPGrowth’s ‘Own the SERP’ framework, combined with a data-driven PPC strategy, delivered transformative results:

  • 143% Increase in Leads: Lead volume surged from 343 to 834 by removing silos between the SEO and PPC strategies, allowing for cohesive targeting and maximized performance across both channels.
  • 50% Drop in CPL: Cost per lead dropped significantly from $55 to $23, reducing customer acquisition costs and overall campaign spending, making the strategy more cost-efficient.
  • 25% Increase in Organic Clicks: Organic traffic surged within three months, with clicks increasing by 25% due to optimized content and enhanced SERP visibility.
  • 20% Improvement in Rankings: Fixing keyword cannibalization and restructuring internal links led to a 20% improvement in rankings for high-priority keywords.
  • 10% Increase in CTR: Schema markup implementation resulted in better visibility in SERP features, driving a 10% increase in click-through rates.
  • 24.51% Growth in Impressions: Impressions rose from 10.2M in the previous six months to 12.7M in the last six months, showcasing significant visibility growth.
  • 14.57% Growth in Clicks: Clicks increased from 199k to 228k in the same period, reflecting enhanced user engagement.
  • 8.7% Growth in New Users: New users rose from 86,945 to 94,509 in the last three months, highlighting the success of the optimized inbound strategy.

Case Study 2: MedTech business turns a framework into a 4.41x ROI power move

Key Challenges

  1. The migration from a non-WWW to a WWW domain caused widespread redirection issues, resulting in lost authority for high-value pages and a decline in organic rankings.
  2. The website’s content was excessively keyword-stuffed, leading to poor user experience and penalized rankings. This alienated the target audience of health professionals and failed to deliver the relevant, engaging content they sought.
  3. The absence of structured data and schema markup hindered the site’s ability to leverage rich snippets and enhanced SERP features. This limited the site’s visibility and click-through rates.
  4. The site lacked a structured content strategy framework to establish topical authority. Without this, it struggled to rank on the SERP for relevant, high-intent queries and failed to build credibility in its niche.

Solution

  1. Eliminated keyword stuffing and implemented user-focused, value-driven content tailored to the needs of massage therapists, chiropractors, and physiotherapists.
  2. Built topical authority through pillar pages and a clear site hierarchy. These improvements provided comprehensive, targeted resources for health professionals and strengthened the platform’s credibility.
  3. Introduced structured data, enabling the site to capitalize on rich snippets, FAQs, and enhanced listings, improving visibility and SERP real estate.
  4. Strategically targeted keywords for US and Canada locations through Google Ads, ensuring precision in reaching high-value regional audiences and optimizing ad spend effectiveness.

Outcome

The comprehensive implementation of FPGrowth’s ‘Own the SERP’ framework delivered transformative results:

MRR Growth: Monthly recurring revenue (MRR) saw a 1.28x increase, further demonstrating the effectiveness of the strategy.

  • 40% Increase in Clicks: Organic traffic surged as the website experienced a 40% increase in clicks, thanks to better-optimized content, a clearer site structure, and enhanced SERP features.
  • Customer Acquisition Growth: New customer acquisition increased by 1.40x compared to the previous year.
  • ARR Growth: Annual recurring revenue (ARR) grew by 1.52x, highlighting the long-term financial impact.
  • MRR Growth: Monthly recurring revenue (MRR) saw a 1.28x increase, further demonstrating the effectiveness of the strategy.
  • Conversion Rate Uplift: Improved trial-to-conversion rate by 1.33x, moving from the industry standard of 21.5% to 28%.
  • Optimized ROAS: Achieved a 2.73x ROAS on PPC campaigns, significantly improving cost efficiency.

Case Study 3: FinTech SaaS revs up growth with 7x lead surge

Key Challenges

  1. The existing website lacked a professional and intuitive design, which affected user experience and engagement.
  2. The website had very few pages, which restricted its ability to rank for critical targeted keywords.
  3. The site was not appearing in search results for relevant queries, severely limiting organic traffic and visibility.
  4. The business faced high cost-per-lead (CPL) expenses on aggregator platforms, making customer acquisition costly and inefficient.

Solution

To address these challenges and implement FPGrowth’s Own the SERP strategy, we executed a comprehensive approach that integrated SEO, content, and PPC efforts:

  1. The entire website was rebuilt from scratch to ensure a modern, user-friendly design aligned with the brand’s objectives and target audience.
  2. We designed solution-focused, feature-specific, and industry-relevant pillar pages tailored to the Ideal Customer Profile (ICP) of the business.
  3. Worked extensively on crafting compelling, SEO-optimized copy and fine-tuning on-page elements to improve search visibility.
  4. Developed a topical mindmap to strategically plan and interlink content, establishing the website as an authoritative resource in the fintech SaaS domain.
  5. Created new content types as a part of refined content strategy tailored to different stages of the buyer journey, addressing awareness, consideration, and decision-making needs.
  6. Launched highly targeted PPC campaigns to complement organic efforts by capturing immediate demand, filling gaps where SEO was still gaining traction, and ensuring a steady stream of high-quality leads.

Outcomes

The comprehensive overhaul delivered outstanding results across key metrics:

  • Impressions: The website saw an over 2.2x increase in impressions, jumping from 353k in the previous six months to 784k in the last six months.
  • Clicks: Organic clicks experienced a 1.4x growth, reflecting the improved optimization and user engagement.
  • Keyword Rankings: Targeted keywords began appearing prominently in search results, driving consistent growth in traffic.
  • Total Users: User traffic grew by 7% over the last three months, showcasing improved visibility and relevance.
  • New Users: The platform attracted 6.8% more new users, reflecting the effectiveness of the revamped strategy in reaching new audiences.
  • Leads: Lead generation through PPC campaigns experienced a 7x growth, increasing from 3 leads to 23 leads.
  • Cost Efficiency: The cost per lead (CPL) decreased by over 35%, optimizing campaign ROI and lowering acquisition costs.

Case Study 4: FinTech SaaS drives 3.4x PPC ROI & 3x SEO gains with smart strategy

Key Challenges

  1. The website lacked the necessary technical SEO foundation, including issues with crawling, indexing, and overall site health, which hindered its ability to rank and attract organic traffic.
  2. The site had zero organic leads, mainly due to the absence of a structured content strategy, limited topical authority, and poor keyword targeting.
  3. There were no systems in place to measure lead quality or track the customer journey, leaving the team in the dark about how to optimize conversions.
  4. Operating in a niche segment with low search volume, the company struggled to identify the right ICPs (Ideal Customer Profiles) and niche-specific keywords. Broader search terms brought irrelevant traffic, increasing the risk of attracting the wrong audience.
  5. The company had no PPC campaigns in place, missing opportunities to generate immediate demand and capture leads.

Solution

To address these challenges, we executed a comprehensive strategy that integrated SEO and PPC to build demand and capture leads:

  1. The website was rebuilt from scratch, focusing on a strong technical foundation. We optimized the sitemap, added schema markup, and ensured the site was crawlable and indexable for search engines.
  2. We identified the ICPs and created a topical mind map aligned with their needs. This allowed us to focus on niche-relevant keywords and craft a content strategy that improved topical authority.
  3. A robust content strategy was developed, emphasizing pain points in the fintech space. High-value blogs, webinars, whitepapers, and resources were created to position the brand as a thought leader in its niche.
  4. To boost domain authority, we implemented link-building tactics, including Digital PR campaigns and answering industry-relevant queries (Journalist Queries). These efforts elevated the site’s authority and credibility in search rankings.
  5. A sales funnel and reporting system were created to track leads, understand their quality, and optimize conversion rates.
  6. We started PPC campaigns from scratch, setting up and optimizing accounts, ad copies, and keywords. Month by month, we refined these campaigns to improve lead quality and drive better results.
  7. Breaking down the silos between the two, we combined SEO to generate demand with PPC to capture it. This ensured consistent lead generation across multiple touchpoints.

Outcomes

The comprehensive strategy delivered outstanding results across key metrics:

  • Impressions: The website achieved a 3.34x increase in impressions, growing from 7.57k in the previous six months to 25.3k in the last six months.
  • Clicks: Organic clicks experienced a 1.28x growth, increasing from 1.23k to 1.57k, showcasing improved optimization and user engagement.
  • Keyword Rankings: Targeted pages began ranking for niche-specific keywords, driving relevant traffic and attracting qualified leads.
  • PPC Leads: Lead generation through PPC campaigns resulted in 65 leads, starting from zero, demonstrating the effectiveness of the newly created and optimized PPC account.
  • PPC ROI: Achieved a 3.4x ROI from PPC campaigns, reflecting efficient spending and impactful ad optimization.
  • SEO ROI: Delivered a 3x ROI from SEO efforts, highlighting the long-term value of the organic strategy.
  • Sales Funnel Insights: Implemented a comprehensive sales funnel, enabling the team to measure lead quality and optimize conversion rates effectively.
  • Brand Awareness: Increased direct and organic traffic as a result of improved brand visibility and authority in the fintech space.

The ‘Own the SERP’ framework proves that a strategic, data-driven approach can overcome complex challenges and deliver real results.

From fixing domain issues to optimizing content, businesses have seen improved rankings, more clicks, and higher conversions.

Now it’s your turn. Apply these insights, refine your strategy, and take control of your search presence—because owning the SERP means owning your future success.

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