digital marketing case studies Archives

Ranked #1 But Losing Clicks.Here’s What We Found — and Fixed.

Case Study · SEO · United Kingdom Ranked #1 But Losing Clicks. Here’s What We Found — and Fixed. Brighton Cookery School · Brighton, UK · Feb – Apr 2025 · SEO Consulting #1 Google ranking for “cooking classes Brighton” — UK 3 Pages ranking on Page 1 simultaneously +22.3% Impressions growth over 3 months The situation “Our website is ranked #1, but we’ve noticed a gradual decrease in clicks.” That was the brief. A well-established cookery school in Brighton — ranking first on Google — but watching their organic traffic quietly decline month after month. They needed someone to find out why. About the client 🇬🇧 United Kingdom · Brighton Brighton Cookery School — one of the UK’s most prominent independent cookery schools. Fun, professional cooking lessons in the heart of Brighton. 1,600+ backlinks. 136 referring domains. Established brand. The problem — what I found Issue 01 Over-reliance on branded traffic Most clicks came from people already searching “Brighton Cookery School” by name. Generic high-intent searches like “cooking classes Brighton” had strong impressions but poor CTR. Issue 02 CTR declining despite rising impressions Impressions grew +22.3% but clicks dropped -14.6%. Root cause: meta titles lacked emotional pull and there were no SERP features like star ratings or FAQ schema on key pages. Issue 03 Missing high-intent landing pages No dedicated pages for “Couples Cooking Classes”, “Team Building Workshops”, “Vegan Cooking Classes”, or “Gift Voucher Events” — all high-commercial-value searches with zero on-site content to rank. Issue 04 Mobile PageSpeed score of 57 Lab data showed LCP of 11.4s and Time to Interactive of 12.5s on mobile. Key fix: reduce unused JavaScript (saves 2.1s) and eliminate render-blocking resources (saves 1.67s). What I did Full technical SEO audit — crawl, Core Web Vitals, backlink profile Google Search Console analysis — clicks, impressions, CTR, position Competitor benchmarking — what they’re doing that this site isn’t SERP snippet analysis — why people aren’t clicking despite ranking #1 On-page SEO review — title tags, meta descriptions, schema markup Content gap analysis — missing high-intent landing pages identified Monthly SEO audit reports with data visualisations Clear prioritised roadmap delivered to client Social media profile audit and Instagram visual improvements The numbers Search Performance Total impressions 30,000 +22.3% growth Organic sessions 1,800/mo 57.5% of all traffic Active users 2,200 2,000 new users Engagement rate 90–96% Exceptionally high Avg engagement time 43 sec Healthy signal Top page views 3,606 Practical cooking page Technical Health Core Web Vitals LCP 2.0s Good ✓ CLS 0.09 Good ✓ INP 143ms Good ✓ Mobile PageSpeed 57 Needs fix ⚠ Backlinks 1,600+ 136 domains Domain strength 40 Solid foundation Site Audit Grades A On-Page SEO C+ Links B− Usability A Performance B+ Social Keyword Dominance — All 10 core keywords ranking #1 Keyword Position Monthly Searches Est. Traffic brighton cookery classes #1 UK 720 219 cooking class brighton #1 UK 720 219 cookery course brighton #1 UK 720 219 cooking lessons brighton #1 UK 720 219 cooking classes brighton #1 UK 720 219 The key insight “The site was healthy — it simply wasn’t structured to capture non-branded demand. Being #1 on Google doesn’t mean you’re winning if the people who don’t know your name yet can’t find you. That’s a content and SERP strategy gap — not a technical problem.” — Sathya Narayanan, Performance Consultant The roadmap delivered Immediate Build dedicated high-intent landing pages Couples cooking classes, team building workshops, vegan cooking classes, gift voucher events — each targeting a specific keyword cluster with real search volume. Short-term Rewrite meta titles + add SERP features Action-oriented meta titles on top 5 pages. Add FAQ schema and star ratings to improve click-through rate from search results. Medium-term Fix mobile performance Compress images to next-gen formats, defer offscreen images, remove render-blocking scripts. Mobile PageSpeed from 57 → 80+ target. Ongoing Monthly reporting + keyword tracking Monitor CTR recovery, new page rankings, and organic traffic growth. Monthly SEO site audit reports delivered with clear, actionable findings. Project completed April 2025. This engagement covered full technical SEO auditing, Google Search Console analysis, competitor benchmarking, on-page optimisation, and strategic content gap analysis — all delivered as monthly reports. Associated with Eleven:11 Services. Is your site getting impressions but not clicks? The gap is almost always structural.And it’s usually fixable in 60–90 days. Get a Free SEO Audit →

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20,000 Visitors. 10,000 Leads.Zero Ad Spend. 4 Months.

case studies / sathyanarayanan

Case Study · Retail & Electronics 20,000 Organic Visitors. 2.2M YouTube Views. 18 Branches. 4 Months. Mayoori Furnitures, Electronics & Appliances · Dec 2023 – Mar 2024 · Kerala (18 Branches) How it started Mayoori came in as a multi-branch retail brand — furnitures, electronics, and appliances — with 18 locations across Kerala but a scattered digital presence. No real website, no GMB strategy, no content system. I came in as their Digital Marketing Consultant and had 4 months to change that. The campaign that made it real Campaign concept · AC Season 2024 “തണുക്കട്ടെ കേരളം,വിറക്കട്ടെ മലയാളി” A Kerala-first campaign built around AC season — not just a product push, but a cultural moment. Warm weather. Malayalam pride. Emotional hook. This wasn’t just performance marketing — it was brand thinking rooted in how Keralites actually feel and talk. The campaign drove footfall, social engagement, and real sales across all 18 branches. What I did Built a full website from scratch — SEO-optimised from day one Created a second website for product listing & browsing Optimised 18+ Google My Business profiles across Kerala Managed reviews — removed negatives, trained branch managers Revived near-dead YouTube channel — 2.2M views in one month Ran Facebook & Instagram campaigns — consistent lead growth Conceptualised & executed the “Thanukate Keralam” AC campaign Built a 10,000+ lead database with 1,800 pin-code verified contacts Interviewed 10+ candidates & hired the right social media person Conducted training sessions for all branch managers on GBP Results Website & SEO Organic visitors 20,000+ In 3 months Organic leads 600+ Zero ad spend Ad spend on SEO leads ₹0 100% organic YouTube Before Channel statusNear dead ViewsNegligible SubscribersLow After · 1 Month Channel statusFully revived Views2.2M organic Subscribers+4,800 Facebook & Instagram · Paid Social Total leads collected 10,000+ 4 months Pin-code verified contacts 1,800+ WhatsApp/email ready GBP profiles optimised 18+ All Kerala branches The 10,000 social media leads weren’t just campaign results — they became a permanent customer database. With 1,800 pin-code verified contacts, Mayoori could now launch WhatsApp and email campaigns directly to buyers who had already shown intent. Meanwhile, the SEO foundation kept generating 600+ organic leads with zero ongoing spend. Two engines running at the same time. The bigger picture This wasn’t just digital marketing for a furniture shop. Mayoori had 18 branches, hundreds of SKUs, and a brand that needed to feel unified online. In 4 months — with zero ad spend on SEO, a cultural campaign that connected with Keralites emotionally, a revived YouTube channel, and a trained team across branches — we turned scattered digital presence into a system that kept generating value long after I left. Project completed March 2024. The website, SEO foundation, GMB profiles, customer database, and YouTube channel built during this engagement continue to serve Mayoori’s 18 branches across Kerala. Want this for your business? 20,000 organic visitors. 2.2M YouTube views.18 branches. One consultant. Let’s Talk →

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390+ Site Visits. ₹48L Managed. One Consultant. Here’s How.

case studies, strategies / sathyanarayanan

392 Site Visits. ₹48L Managed. One Consultant. Here’s How. Case Study · Real Estate 392 Site Visits. ₹48L Managed. One Consultant. Here’s How. Shanoor Homes · Digital Consulting · Oct 2025 – Present · Trivandrum, Kerala How it started The CEO reached out for a 3-hour digital marketing session. By the end of that conversation, it was clear there was a much bigger opportunity. I came on as their Digital Consultant in October 2025 — and have been their full-stack digital backbone since. About the client Shanoor Homes is a 16-year-old premium real estate brand in Trivandrum — apartments, villas, and luxury homes across Kazhakkoottam, Karyavattom, Sreekariyam, and Bypass Road. Multiple ongoing projects ranging from ₹50L–₹2Cr+. ISO certified. RERA registered. GCC & NRI buyer base. Several projects already sold out. What I inherited A cluttered Google Ads account from a previous agency — mixed objectives, broken conversion tracking, no coherent buyer journey. Meta campaigns running but unstructured. G-Suite still controlled by the old agency. No in-house digital ownership. What I did Full Google Ads audit & restructure without stopping live campaigns Cleaned all conversion tracking & tag setup Built segmented buyer journeys — first-time buyers, GCC/NRI, upgrade buyers Designed landing page strategy per buyer segment Introduced Performance Max alongside Search campaigns Guided and executed organic content strategy Recovered G-Suite account from previous agency Interviewed candidates & hired right in-house digital talent Results Google Ads · Search Campaigns Before · Pre Oct 2025 Conversions2,444 Cost per conversion₹535 CPC₹49 Conversion rate9.2% After · Oct 2025 Onwards Conversions4,666 ↑91% Cost per conversion₹389 ↓27% CPC₹42 ↓14% Conversion rate10.9% ↑1.7pp Meta Ads · Dec 2025 – Apr 2026 Total leads 2,843 +33% monthly avg Site visits booked 392 In 5 months Cost per lead ₹442 Scaled to GCC/UAE Total ad spend managed ₹48L+ Google + Meta Best Month · January 2026 January 2026 Leads generated677 Site visits booked135 Ad spend₹2,66,000 The bigger picture Property range₹50L – ₹2Cr+ Buyer segmentsLocal + GCC/NRI My roleDigital Director This engagement is ongoing. A new campaign is rolling out next month with a structured in-house team now in place. Shanoor Homes is moving from reactive digital to a fully owned, scalable digital operation — and the numbers are just getting started. Updates to follow. Want this for your business? This is what real digital strategylooks like in action. Let’s Talk →

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From ₹36 CPC to ₹5: How I Reduce CPC in Google ads and Increase Quality Leads

3 Comments / Advice, case studies, Google ads / sathyanarayanan

Every performance marketer knows this — no campaign starts perfect.You launch, you test, you analyze, and you keep improving until it starts performing the way you envisioned. That’s exactly the journey we went through for one of our education clients over the past few months. The Challenge When we took over the account, the campaign was struggling with low conversions and high CPC (₹36).The leads were inconsistent, the quality wasn’t great, and the landing page wasn’t optimized for conversion flow. Our goal was clear — Bring down the cost per click, Improve the conversion rate, And make the ad spend work smarter, not harder. Phase 1: Continuous Testing Instead of making random changes, we started with structured A/B testing.We tested different ad copies, keywords, and bid strategies to identify where the real potential lay. Within a few weeks, things started shifting: CPC dropped drastically from ₹36 → ₹5.56 CTR improved to 6% Conversion rate stabilized around 14.6% 43,635 impressions 384 conversions Total cost: ₹14,547.92 Cost per conversion: ₹37.89 The focus here wasn’t just to generate leads — it was to bring in qualified leads. Phase 2: Launching Ad 2 — Quality Over Quantity Once the first ad stabilized, we launched a second, more targeted campaign —Ad 2, optimized specifically for conversion value and lead quality. Here’s what the data says: Impressions: 11,168 Clicks: 673 CTR: 6.03% Conversions: 113 Conversion Value: ₹982.31 Cost: ₹6,062.16 CPC: ₹9.01 Cost per Conversion: ₹53.65 Conversion Rate: 16.79% Even though the CPC was slightly higher here, the conversion quality was far better — which means higher ROI in the long term. This is where true performance marketing balance comes in: You don’t just optimize for cost — you optimize for value. Microsoft Clarity Insights With traffic coming in steadily, it was time to analyze user behavior through Microsoft Clarity.Data from the last 30 days gave us deep insights into what’s really happening on the landing page: Total sessions: 3,540 Unique users: 2,663 Pages per session: 1.96 Average active time: 1.5 minutes Scroll depth: 40.79% Dead clicks: 24.94% (users clicking on non-clickable areas) Quick backs: 14.18% (users leaving too soon) Rage clicks: 2.2% Performance score: 73/100 Top pages visited: /campaign/automation-tester/ (1,486 views) /software-testing-courses-kerala/ (702 views) /check-eligibility/ (271 views) These insights tell a clear story —The landing page is engaging,But a significant portion of users aren’t scrolling enough to reach the form section, And many are clicking on elements that don’t lead anywhere (dead clicks). This means the next logical step is landing page optimization. The Next Step Our upcoming strategy focuses on: Optimizing the landing page: Removing unnecessary outbound links Adding more strategically placed lead forms Ensuring the user doesn’t get distracted or redirected mid-funnel Fixing technical issues: Using Clarity session replays, we noticed a few users hitting a 404 page after form submission — that needs to be fixed immediately. Remarketing: We’re now running remarketing campaigns for users who visited the page but didn’t convert. The idea is simple: bring them back with intent-based messaging. The Takeaway Performance marketing isn’t about running ads.It’s about understanding why things work — and why they don’t. From ₹36 CPC to ₹5, from random clicks to qualified leads, this journey is proof that: “Optimization is not a one-time process. It’s a continuous mindset.” With the right mix of data, testing, and creative thinking, any campaign can be turned around — it just needs consistency. And as of now, the next focus is crystal clear —📍Fine-tune the landing page using real user behavior data,📍Fix the form journey issues,📍And make remarketing the conversion bridge for lost leads. By Sathya NarayananDigital Marketing Strategist | Performance Marketer Helping brands grow through strategy, storytelling, and performance-based marketing.

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santinni the bridal boutique - marketed by sathya narayanan

From 645 to 2026 Local Interactions + 2.5M YouTube Views — How We Transformed a Boutique in Just 30 Days

case studies / sathyanarayanan

The Brand Santinni is a boutique based in Trivandrum, Kerala — known for its elegant bridal collections and premium ethnic wear. When they approached us in May 2024, they had a vision: “We want more people to find us online — not just through word of mouth.” They had beautiful products, an offline presence, and ambition. What they needed was a digital system that actually worked. The Challenge Despite being in a high-demand niche, Santinni’s digital presence was scattered: No optimized websites Poor visibility on Google Maps No digital content strategy Low engagement on YouTube and social platforms( but a strong presence in Instagram ) They weren’t looking for flashy ads. They wanted sustainable visibility and a way to connect with modern brides online. What I Did (End-to-End Execution) This wasn’t a project. It was a full digital rebuild. Here’s what my team and I did: 1. Launched 2 Websites Built santinnistore.com (for brand storytelling, long-term SEO, and growth) Built santinnionline.com (for product browsing) Designed with elegance, mobile usability, and speed in mind 2. GMB Optimization & Local SEO Updated their business profile Targeted bridal keywords + location-based terms Managed reviews, added regular photo posts Focused on search-to-visit funnel for real-world footfall 3. YouTube Content Strategy Built a Shorts-driven content calendar Focused on bride moments, behind-the-scenes, and styling tips Hooked the audience with emotional + trend-aware content All content tied back to the boutique location + collections 4. Talent Placement I trained and placed one of my own digital marketing students inside their business This created in-house continuity, and empowered them to sustain growth The Results (Aug–Sept 2024) Google Business Profile: August: 645 interactions September: 2026 interactions🔺 214% growth in just 30 days YouTube Performance: Before: 88K views 338 subscribers 383 watch hours After: 2.56 million views +5.4K new subscribers 15,000 watch hours These weren’t just numbers — they were eyeballs, interest, and intent. Santinni was no longer hidden. They were visible, discoverable, and engaging — at scale. My Key Takeaways Small boutiques can win big with local SEO + video strategy Google Maps is still underrated for location-based businesses YouTube Shorts + mobile-first web design = massive growth Talent + systems > ads alone — when you empower the team inside, results multiply Final Thoughts I didn’t just do a campaign. I built a system. A visual-first brand identity A traffic machine (GMB + YouTube + SEO) And a team member inside who could take it forward That’s how we turned a boutique into a bridal powerhouse — in under 60 days. Want This for Your Business? Whether you’re a local fashion brand, a wedding service, or a boutique store in Kerala — if you’re not showing up where your customers are searching… You’re invisible. Let’s change that. DM me or visit sathyanarayanan.co to talk.

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