A national transport and logistics company

This client came to us getting fewer than twenty enquiries a month. They now get more than three hundred.

What the number actually is

Before we go further, it’s worth being precise about what we’re counting, because most agencies aren’t.

That figure is completed enquiry forms only. Every one is a real person who filled in a form on the website and submitted it. Phone calls are not in the number. Neither are emails, quote requests made another way, or anything we could not verify happened.

We count it this way on every client because it’s the only figure that cannot be inflated. The actual volume of enquiries this business receives is meaningfully higher than three hundred, because a transport company gets a lot of phone calls. We just won’t claim what we can’t evidence.

The definition of an enquiry never changed across the period either, so the before and after numbers are measured the same way.

How it was done, honestly

This was not SEO on its own, and it would be misleading to present it that way.

The growth came from search as a whole: organic search engine optimisation, Google Ads and Microsoft Ads, run together as one channel rather than three competing budgets. Paid search bought visibility on the terms that convert while the organic work compounded underneath it. Over three to four years the organic side carried an increasing share of the load, which is what makes the result sustainable rather than something that disappears the day the ad spend stops.

Microsoft Ads is worth a specific mention because it gets ignored. Bing has a small share of the market and considerably less competition on it, which for a B2B business often means cheaper clicks from an older, more corporate audience that is genuinely in market. It’s rarely the main channel. It’s frequently the most efficient one.

What did not happen

No new services launched during this period. No new markets opened. No favourable shift in the industry. Nothing about the business changed that would explain the growth on its own.

That matters, because the most common reason an agency case study looks impressive is that something else was happening at the same time. Here there wasn’t.

Why it took three to four years

Because that’s how long this actually takes when the starting point is close to zero visibility in a competitive national category.

The first six months produced very little that looked like progress. Technical foundation, content, and the slow accumulation of the authority you need before you can compete for the terms that matter. Anyone who tells you a national B2B category can be won in a quarter is describing a different, easier problem than the one this business had.

The compounding is the point. Twenty to three hundred did not happen in a jump. It happened as a curve that got steeper, which is what the fourth year of a properly run campaign looks like and why leaving is usually the most expensive decision a client can make.