Building a stronger search and acquisition system for a B2B general, medical, and industrial equipment supplier.
FH General Equipment is a B2B supplier of general, medical, and industrial equipment. The work focused on improving discoverability and lead acquisition through search — organic and paid — across relevant campaign markets, including the USA and Guyana where applicable.
The objective was to strengthen the search and acquisition system: clearer keyword targeting, more reliable campaign structure, and better tracking so enquiry generation could be managed with more precision.
I treated acquisition as a system: research demand first, then structure campaigns and on-site SEO so paid and organic search reinforced each other. Match types, negatives, and geo settings were used to keep spend and messaging aligned with business-relevant queries.
Real platform data demonstrating the impact of the implemented strategy.
Google Ads Search Campaign — Hands-on campaign structuring, keyword targeting and performance monitoring.
Organic SEO Growth — Tracking search visibility and targeted B2B keyword improvements.
Work completed across SEO, Google Ads structure, targeting, and conversion tracking for B2B lead generation. Detailed performance figures are available upon request.
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