THE CHALLENGE
Intermountain Pet Hospital
Intermountain Pet Hospital partnered with Tribute Media to strategize and implement digital marketing efforts in the summer of 2015. In November 2015, we started a Google Ads pay-per-click campaign. Since PPC advertising is generally a short-term tactic used to give campaigns an initial boost, we knew we needed to optimize the entire website quickly to take advantage of the increased traffic from the Google Ads campaign.
Meridian Floral
Meridian Floral initially hired Tribute Media to help with their Google Ads campaign. They were seeing click-through-rates between 1-2%, well below the industry average of 2.5-3% CTR (click-through-rate). When Tribute Media first started optimizing their campaigns, we were able to immediately boost their click-through-rate between 3-4%, but we knew we could do better.
THE SOLUTION
Intermountain Pet Hospital
The Google Ads pay-per-click campaign started with a great click-through-rate and conversion rate, but we were not happy with how slow the organic traffic had been growing since we launched their new site in 2015. We turned our attention to testing existing and new organic search terms that Intermountian Pet Hospital wanted to be found for.
Meridian Floral
Even though Tribute Media had increased Meridian Floral's CTR to an industry standard level, we knew we could do even better if they added SEO services to their strategy. In November 2017, Meridian Floral increased their contract with Tribute Media to include SEO. We got right to work, optimizing every page on the website to align with the objectives of the Google Ads campaign.
THE RESULTS
Intermountain Pet Hospital
- Organic traffic increased by 63%
- New clients acquired through organic traffic increased by 244%

Meridian Floral
- Clicks to the website increased by 213%
- Website conversion rate (visitors who purchased from the website) increased 900%
- Click-Through-Rate (CTR) improved by 93%
THE BENEFITS
Intermountain Pet Hospital was able to use PPC to boost their SEO efforts, which ultimately led to more new customer acquisitions with organic search than paid search.
Meridian Floral had been seeing minimal results with their online paid activity since they began in 2014. When they added SEO services at the end of 2017, the return on their PPC campaigns enjoyed
Using PPC and SEO is the perfect example of a win-win situation, as we see in the above examples. Two very different companies, with different goals, were about to implement and use the same tactics to boost leads and customers.