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Case Studies

Selected work, filterable.

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Discipline What was done
Industry Where it was done
3 of 3 cases
01 eCommerce
2024–2026
Industrial Ladder & Supply Co.

Growing organic revenue 60% in the year SEO collapsed

"2025 was the year SEO traffic collapsed for most brands. We grew organic revenue 60% by going the other direction and locking down commercial queries while everyone else chased blog traffic that was already vaporizing."

A ladder reseller competing against the manufacturers it sells. We rebuilt their commercial query coverage at the category-page level and watched organic revenue grow 60% on flat traffic in a year SEO was supposed to be dead.

eCommerce Local SEO SEO eCommerce Industrial / B2B Distribution
Organic revenue (YoY) +60%
Conversion rate (YoY) 2.1×
Keywords ranking 1–3 +62%
Organic traffic change ~flat (+2%)
02 Brand Building
2024–2026
Pool Depo, MT Pool Distributor, and Aquamax (single ownership group, three storefronts)

When 17× ROAS isn’t profitable: rebuilding three pool brands around margin, and selling them

"The client was running a 17× ROAS and losing money. We rebuilt three pool brands around margin instead of revenue. The business was eventually acquired."

A 17× ROAS that wasn't making money, three storefronts pulling against each other, and a brand-new owned product line with no traction. We rebuilt the portfolio around margin and the buyer journey across brands. The business was acquired.

Brand Building eCommerce Paid Search Profitability Analysis B2B Distribution eCommerce Multi-Brand Portfolio
Outcome Acquired
Combined revenue (2025) $6.4M
Aquamax growth (owned brand) $4K → $1.76M
Target ROAS, restructured by margin band 4× – 18×
03 Catalog SEO
2023–2025
ValueMed

Catalog SEO at scale: running an SEO program as an operating cadence on a 700-URL Canadian medical distributor

"Most SEO programs are one-time projects that decay. We built one that ran on a recurring cadence, syncing the optimization calendar to the client's monthly merchandising calendar so SEO compounded with the business instead of aging out of it."

A 700-URL medical catalog with deeply nested categories, monthly product specials the client was running anyway, and an SEO program that needed to keep pace with all of it. We built SEO as a recurring operating system, not a one-time refresh.

Catalog SEO eCommerce Email Marketing SEO B2B eCommerce Medical / Dental Distribution
Catalog scale 700+ URLs, 5 levels deep
Organic revenue $380K → $5.6M
Organic ROI 35–38× sustained
Email channel partnership $1.45M+