SEO and PPC Support for a B2B Marketing Agency
Client: Armstrong B2B
Services: SEO, PPC, analytics, reporting and digital strategy
Engagement: Freelance consultant, 2018–2024
Top Target Keyword Visibility 2023
Top Target Keyword Visibility 2026 – From number one locally to number one nationally. A 50% improvement in search visibility
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
My challenge at ArmstrongB2B was to take a locally based marketing agency and get it competing at the top of Google nationally. That meant moving beyond location-led searches and earning visibility for competitive B2B marketing terms, where the competition was other marketing agencies, all selling their own expertise.
The challenge wasn’t simply to attract more traffic. It was to make ArmstrongB2B visible to the right businesses across the UK, with a search presence that reflected its specialist expertise rather than just its location.
The website is currently ranked number one on Google search for most of its keyword targets.
The Work Delivered
- SEO strategy and delivery: Keyword research, search-intent analysis, technical SEO reviews, on-page optimisation, content recommendations and website-structure improvements.
- 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 SEO or PPC campaigns built around visibility, qualified leads and measurable commercial outcomes.