Marketing Case Studies
Surf & Kite School
Case Study: Surf & Kitesurf School & Camp
Client: Loving Surf
Industry: Surf & Tourism
Initial Situation: High SEO Ranking, good web traffic, Increasing and highly competitive local market
Goal:
Increase direct booking revenue through organic and web-driven inquiries while minimizing reliance on paid advertising. Profitable client acquisition, not vanity web traffic.
“Ideally, I would love to have my staff working everyday, consistent clients & steady cashflow.” |
Engagement Model: Performance-Based (Commission Structure)
Campaign Period: 7 Months
*Please note: Initial work contract started in 2018 as a location change for existing Surf School from one country to another. Revisited SEO, web design & booking communication in 2025.
Key Takeaways
With a lean budget and strategic organic foundation, the brand generated significant booking revenue at an acquisition cost near 10%, delivering an 800%+ return on investment.
This was a focused profitability strategy rather than simple web traffic campaign.
Strategy
Reviewing web design and existing sales packages, we re-designed packages and website to maximize profitable web traffic in increase conversions into leads, using communications and proven sales tactics to secure bookings.
- SEO-led growth targeting high-intent destination keywords
- Content optimization to build organic authority
- Strategic multi-channel traffic mix (Organic, Direct, Paid Search, Display, Video)
- Conversion-focused email communication handling
- Lean paid media support to reinforce search demand
The Data*
*Data in March is skewed by previous google ad campaign agent with automized and general ad campaigns. Once ad campaign and ad spend adjusted, the ROI was 110x higher. With a 11,000% return on investment (1200€(+) revenue on 10€ ad spend).
Goal | Solution | Impact |
More clients with minimal marketing spending. Use Google ad campaigns, SEO & web design as well as stratetigc planning and target audience. | Strategic Targeted ads + organic traffic. This included adjusting web design, product packages, improved communications, blog articles, SEO + Follow up and specifically and proven ad campaigns. | 110x | 11,000% ROI on ad spend(1200€ on 10€)The total ROI is 11,900%. This means the return is 119 times the original investment. |
The Results
Traffic Performance
- 7,000+ total sessions
- 66%+ engagement rate
- Nearly 40% of traffic from Organic Search
- 56,000+ tracked user interactions
- 12,000+ key conversion-related events
Organic search became the primary and highest performing acquisition channel, creating sustainable inbound demand.
Revenue Impact
Over the 7-month campaign period:
- Mid five-figure booking revenue generated
- Revenue driven primarily through website and email inquiries
- Strong demand consistency across peak and shoulder months
Investment Model
- Minimal paid ad spend
- Performance-based commission structure (10% of bookings)
Total acquisition cost remained just above 10% of generated revenue.
Profitability
Return on Investment
ROI=((Revenue−TotalCost)/TotalCost)∗100ROI=((Revenue−TotalCost)/TotalCost)∗100
Total Booking Revenue (May–Nov 2025):
31,359€
Investment
- Google Ads Spend: 70€
- Marketing Commission (10%): 3,135.90€
Total Marketing Cost: 3,205.90€
Result: 800%+ ROI
Paid Media Efficiency
ROAS=Revenue/AdSpendROAS=Revenue/AdSpend
Result: 400x+ return on ad spend
Net Profitability
After marketing costs, the business retained high-margin net profit, demonstrating strong acquisition efficiency and pricing resilience.
Operational Insights
- Cancellation rate remained low and largely travel-related (external factors).
- Only a small percentage of revenue impact was attributed to competitor pricing (~2%).
- Marketing demand occasionally exceeded operational conversion capacity, indicating additional revenue scalability.
Strategic Outcome
This campaign demonstrates:
- SEO-driven revenue generation
- Reduced dependence on paid advertising
- High engagement, high-intent traffic
- Profitable growth under a performance-based model
- Sustainable digital acquisition in a competitive tourism market
Physiotherapist
Case Study: Website Launch: Web Design, SEO, Copy Content Creation, Custom Photography
Client: Flow Sports Physio
Industry: Physiotherapy / Sports Rehabilitation
Initial Situation: No website, no online presence beyond social media/Word-of-mouth/Google Business Page.
Goal:
• Get the business online with a professional website
• Use custom photography to strengthen brand credibility
• Introduce basic SEO foundations for long-term visibility
• Create clear, instant booking paths for patients
Execution Summary
1. Website Build
- Designed and launched a fully responsive site: https://www.flowsportsphysio.com
- Built on a clean, modern layout focused on clarity and trust
- All internal navigation and links work correctly
- Booking is integrated with a direct call-to-action — patients can book instantly
Impact: The site reads professionally and tells the service story clearly. It functions. It converts (book now buttons, clear service pages, contact forms).
2. Custom Photography
- On-site shoot delivered high-quality custom visuals
- Used real clinic spaces and actual practitioners
- Custom images replaced generic stock content, boosting credibility
Impact: Visual authenticity increases user trust and time on site — a big plus for conversions and brand legitimacy.
3. SEO Foundations
- On-page SEO implemented:
- Keyword-targeted page titles and meta descriptions
- Structured header tags
- Alt tags on all images
- Semantic content targeting basic local terms
- Google indexation setup with sitemap submission
Impact: Site is crawlable and structured for search engines. Keywords have a chance to rank.
What continued services would improve search results:
The site isn’t showing up prominently in Google search for key terms like “sports physio near me,” “physiotherapist Montreal,” etc.
Why?
Because SEO isn’t a one-and-done task:
- No ongoing content strategy (blogs, case stories, FAQ content)
- No backlink development or local SEO strengthening
- No continuous keyword tracking and optimization
SEO builds credibility with search engines over time, without ongoing work, the site remains buried relative to competitors who do maintain SEO.
What’s Working Right Now
- Website exists — 100% functional
- Strong visual branding via custom photography
- Instant booking path reduces friction
- SEO basics are in place — the foundation is solid
Once a website is finished, it’s about increasing visibility.
Recommendations to Boost Search Presence
Publish consistent SEO content
- Weekly or bi-weekly blog posts on common physio topics
- Target local terms (“best surf related physio in Montreal”, “Running injury rehab Verdun area”)
Build local SEO signals
- Google Business Profile updates
- Consistent NAP listings across directories
- Local citations and reviews solicitation
Backlink development
- Partner with local gyms, sports clubs, chiropractors for link exchanges or guest posts
- Get featured in local health directories and blogs
Technical SEO
- Monitor site speed, indexation errors, schema implementation
- Track search visibility with Google Search Console
Monthly analytics review
- What pages bring visitors?
- What terms are showing impressions?
- Where are users dropping off?
Summary
We built a solid, branded, functional website.
Improved search results are limited because SEO stopped at setup.
Most businesses make this mistake. They launch and assume traffic just shows up. It doesn’t.
Next step: Treat SEO like marketing: ongoing, measurable, and proactive.
Sustainable Beauty Brand
Case Study: Sustainable Product Launch & Brand Positioning
Client: Surf Soap Co.
Industry: Beauty / Retail
Initial Situation: Shopify Website, Social Following, 3 product line
Goal:
• Build & Engage Social Media Following
• Product & Web Launch
• Increase Inbound Marketing
• Improve visibility in Search engine results
Execution Summary
Overview
Surf Soap Co. launched as a sustainable, surf-inspired beauty product brand entering a competitive market with a name already dominated in search results by a major household laundry company. The objective was to establish clear brand positioning, build digital authority, and create long-term growth systems during a focused 3-month startup contract.
Scope of Work (3-Month Contract)
1. Marketing Consultation & Strategy
- Startup positioning and niche clarity
- Competitive analysis and keyword research
- Education-based consulting sessions to empower the founder
2. SEO & Website Optimization
- Metadata implementation across key pages
- SEO-focused blog content creation
- On-page optimization for branded search dominance
3. Content Creation & Social Engagement
- Social media engagement strategy
- Content direction aligned with surf + sustainability audience
- Brand feature on the Sustainable Surfer Girl platform
4. Collaboration & Local Strategy
- Guidance on partnerships and eco-conscious collaborations
- Local networking direction to build grassroots traction
Results (3-Month Launch Phase)
Because this was a product launch, short-term revenue metrics were naturally limited. The focus was foundation, not instant virality. However, the strategic groundwork created long-term momentum:
- Social following grew from a few thousand to 27,000+ followers after continued execution of strategy
- Achieved #1 ranking on Google for branded keyword, previously competing against a major national laundry brand
- Established clear niche positioning within the sustainable surf beauty space
- Founder gained the skills and confidence to continue scaling independently
Key Impact
This project wasn’t about quick wins. It was about building durable digital assets, SEO authority, and educating the founder to operate strategically long after the contract ended.
The result: a sustainable beauty brand that now stands on its own in search, social, and surf culture allowing for continued growth.
Construction Company
Case Study: Construction Company SEO & Digital Growth
Client: Clarke Carpentry
Industry: Construction
Initial Situation: Basic Website, low rankings in keyword search, solid growth rate
Goal:
• Increase online visibility
• Setup & Improve SEO rankings
• Data Analysis & Reporting
• Further Marketing Recommendations
Execution Summary
Overview
Clarke Carpentry is a construction and carpentry company requiring stronger online visibility, improved keyword rankings, and a more optimized web presence to generate qualified local leads.
The focus was on strengthening backend SEO, improving on-page structure, optimizing Google Business visibility, and building sustainable long-term search performance.
Scope of Work (3 month contract)
1. Technical & Backend SEO Adjustments
- Full metadata optimization (titles & descriptions)
- Keyword-focused page restructuring
- ALT text implementation across all imagery
- Improved internal linking structure
- Technical clean-up for improved crawlability
2. Content & Keyword Strategy
- Keyword research aligned with construction and carpentry services
- Optimized service page copy
- Strategic keyword placement for local search visibility
- Blog content development targeting high-intent queries
3. Google Business Profile Optimization
- Profile audit and restructuring
- Service updates and keyword integration
- Image optimization
- Posting strategy for improved local engagement
4. Reporting & Analytics
- Keyword performance tracking
- Website traffic comparisons
- Click-through rate analysis
- Search position monitoring
- Data insights with strategic recommendations
Search Performance Results (Last 3 Months vs Previous 3 Months)
Total Clicks
- 132 (Last 3 Months)
- 114 (Previous 3 Months)
- ↑ Increase in direct search engagement
Total Impressions
- 3.85K (Last 3 Months)
- 1.12K (Previous 3 Months)
- Significant growth in search visibility
Average CTR
- 3.4% (Last 3 Months)
- 10.2% (Previous 3 Months)
- Lower CTR reflects expanded keyword reach into broader search terms
Average Position
- 30.9 (Last 3 Months)
- 17.6 (Previous 3 Months)
- Rankings spread across more competitive and higher-volume keywords
What This Data Actually Means
Visibility increased substantially. The website is appearing in significantly more search results, which indicates:
- Expanded keyword indexing
- Improved crawlability
- Broader reach across construction-related queries
- Stronger domain authority growth signals
The drop in CTR and average position reflects movement into more competitive keyword spaces. This is typical when scaling visibility beyond brand and niche terms into broader industry searches.
In short:
The foundation was working. The site was being discovered more often. Refinement to improve ranking depth and click-through performance.
Social & Supporting Channels
- Improved Google Business engagement
- Increased profile impressions and local search discovery
- Cross-channel consistency in messaging
- Alignment between website content and local listing visibility
Key Insights
- The site is indexing properly and gaining exposure.
- Visibility growth indicates Google is trusting the content more.
- Competitive construction keywords require ongoing authority building.
- Blog content supports long-tail traffic but needs continued momentum.
Recommendations Moving Forward
1. Ongoing SEO Refinement
- Focus on improving ranking positions for high-impression keywords
- Refresh underperforming pages
- Expand service-specific landing pages
2. Local Authority Growth
- Review acquisition strategy
- Location-specific blog content
- Continued Google Business posting
3. Conversion Optimization
- Stronger call-to-action placement
- Trust elements (testimonials, certifications, project galleries)
- Dedicated landing pages for key services
4. Content Continuation
SEO compounds. Stopping blog and optimization efforts slows ranking momentum. Continued structured content would likely improve:
- Position ranking
- CTR
- Lead generation
Summary
Clarke Carpentry experienced measurable growth in search visibility through structured SEO improvements, backend optimization, and keyword strategy implementation.
The website is technically sound, indexed correctly, and gaining traction in competitive search spaces. With continued refinement and consistent content publishing, ranking positions and conversion rates can improve substantially.
This project demonstrates that strategic SEO foundations create long-term digital assets but sustained effort drives real dominance in competitive construction markets.
Photography Portfolio Gallery
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- Living Essaouira
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- Ismail Adarzane
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- The Wahine Project
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- Essential Worker Wellness Coach
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- Surf Soap Co.
Graphic Design Portfolio Gallery
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- Loving Surf Essaouira
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- HOF Morocco
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- Mogasurf | Loving Surf
Previous Clients
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- Cari Surf Bali
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- Hiya Art De Vivre
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- Essential Worker Wellness Coach
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- Loving Surf Essaouira
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- Living Essaouira
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- Surf Soap Co.
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- Flowsports Physio
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- HOF Morocco
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- The Wahine Project
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- Ismail Adarzane
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- Mogasurf | Loving Surf
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- Elvira Floral Artist