SEO and PPC Support for a B2B Marketing Agency
Client: ArmstrongB2B
Services: SEO, PPC, analytics, reporting and digital strategy
Engagement: Freelance consultant, 2018–2024
ArmstrongB2B is a specialist B2B marketing agency supporting industrial, manufacturing and technical businesses. From 2018 to 2024, I worked with the agency as a freelance SEO and PPC consultant, helping strengthen its digital marketing capability across a range of client accounts.
The work involved both strategic input and hands-on delivery: improving organic search performance, building and managing paid-search activity, and turning marketing data into practical recommendations for clients and account teams.
The Challenge
Many B2B and industrial businesses have long sales cycles, niche search demand and highly technical products or services. Success is rarely about generating the highest possible volume of traffic; it is about reaching relevant decision-makers and creating a reliable flow of qualified enquiries.
Campaigns therefore needed to balance technical accuracy with commercial intent, while making performance clear to clients who needed to understand how search activity was contributing to leads and pipeline.
The Work Delivered
- SEO strategy and delivery: Keyword research, search-intent analysis, technical SEO reviews, on-page optimisation, content recommendations and website-structure improvements.
- B2B content support: Developing and refining website copy and landing-page content designed to make complex offers clearer for both search engines and prospective customers.
- PPC management: Planning, launching and optimising Google Ads campaigns, including keyword targeting, ad copy, budget management, negative-keyword controls and conversion-focused landing-page recommendations.
- Performance analysis: Using Google Analytics, Google Search Console and paid-media data to identify opportunities, diagnose issues and prioritise actions.
- Client reporting: Producing clear, commercially focused reporting that connected rankings, visibility, traffic, paid-search activity and conversion outcomes.
- Agency collaboration: Working alongside account managers, designers, developers and content teams to ensure search activity supported broader marketing campaigns.
Approach
The work began with the fundamentals: understanding the target audience, the language buyers used when searching, the competitive landscape and the actions most likely to generate commercially valuable traffic.
SEO activity focused on building sustainable visibility around relevant non-branded and solution-led search terms. PPC campaigns complemented this by placing clients in front of high-intent prospects immediately, while also providing useful data on the search queries, messages and offers that drove engagement.
Rather than treating SEO and PPC as separate channels, they were also used together: paid-search insights informed organic content priorities, while SEO research improved campaign targeting and landing-page relevance.
Value Created
Over a six-year freelance relationship, ArmstrongB2B gained flexible access to specialist search-marketing support that could be applied across different B2B, industrial and manufacturing accounts.
The result was a more joined-up approach to organic and paid search: clearer search strategy, stronger campaign control, more useful reporting and a greater focus on generating relevant business opportunities rather than superficial traffic metrics.
“My role was to make search marketing more measurable and commercially useful; connecting technical SEO, PPC performance and website improvements to the enquiries that matter most to B2B businesses.”
Need SEO and PPC Support?
If your business sells complex products or services, search marketing needs to attract the right prospects—not simply more visitors. Get in touch to discuss an SEO, PPC or combined search strategy built around visibility, qualified leads and measurable commercial outcomes.