Integrated search system for a creative production agency

The situation

A 30-person creative production agency serving automotive, sports and photography sectors had been running SEO and PPC as separate workstreams for several years. Campaigns were structured around broad service categories rather than commercial intent. Reporting measured activity rather than pipeline. There was no connection between organic strategy and paid search targeting.

The result was steady but inefficient spend, limited visibility into what was actually driving enquiries, and no compounding effect from the work being done.

The system we built

Search strategy and competitive intelligence

We mapped the full search landscape across the agency’s core sectors. This revealed specific high-intent territories where competitors were underinvesting and where the agency’s expertise gave them a structural advantage.

Competitive intelligence workflows were built to monitor positioning changes across organic and paid search, giving the team ongoing visibility into market shifts.

Campaign restructuring

PPC campaigns were restructured around commercial intent rather than broad service categories. Account architecture was redesigned to separate demand capture from awareness, with bid strategy aligned to deal values in each sector.

Content authority plan

A structured content strategy was designed to build topical authority in the agency’s strongest search territories. Each piece of content was mapped to a specific stage in the buying cycle and connected through deliberate internal linking.

Data feedback loops

Reporting was rebuilt to connect search activity to qualified pipeline. Monthly optimisation cycles used performance data to refine targeting, reallocate budget and identify new opportunities.

The result

The agency now operates with an integrated search system rather than disconnected campaigns. Organic visibility is compounding in their core territories. Paid search targets high-intent demand with improving efficiency. And the data infrastructure gives leadership clear visibility into what search activity is driving commercial outcomes.