SEO and Google Ads for businesses

Organic and paid acquisition strategy for B2B services.

Editorial calendar, technical SEO and paid campaigns with honest attribution. No vanity metrics: I measure qualified meetings and cost per opportunity. And data capture is built on the consent the Spanish authority requires, not a banner that accepts itself.

Who it is for

  • B2B consultancies and service firms
  • Early-stage SaaS with a validated product
  • Brands with a clear content thesis

Why it ends up being needed

The most common marketing report is also the most useless: visits, impressions, followers. Everything is up, everything looks good and nobody can say how many of those visits ended in a conversation with a customer. When the moment comes to decide whether the channel stays, there is nothing to decide with.

In B2B services the problem is worse because the cycle is long. Somebody reads an article in March, subscribes in May and asks for a quote in October. Any measurement that only looks at the last visit credits that sale to the search engine and erases the eight months before it, which is where the work happened.

So something else gets measured: qualified meetings and cost per opportunity, with organic and paid deliberately kept apart. Apart because they move at different speeds — paid shows up in weeks, organic in months — and merging them lets a campaign that works hide content that has not yet come good, or the other way round.

What I deliver

  • Quarterly strategy — Personas, channels and the editorial calendar.
  • 2–4 content pieces a month — Long-form SEO writing or an authority newsletter.
  • Multi-channel distribution — LinkedIn, email, SEO and paid where it applies.
  • Monthly reporting — Meetings generated, cost per opportunity, return.
  • Search research — Real queries, volume and intent before the first line is written.
  • Cookie-free measurement — My own analytics with business events, and no consent banner.

What is included

  • Strategy and content calendar
  • Technical and content SEO
  • Google and Meta campaigns
  • A monthly results report

What gets decided before a line is written

  • What can be won and what cannot — Before the first line is written, the real searches get looked at: what people search for, how much and with what intent. Some queries cannot be won in two years because there are ten sites with a decade of advantage, and others with less volume bring the people who actually buy. The second kind gets chosen.
  • Content or ads first — If you need results this quarter, start with paid while the content matures. If the budget is tight, the reverse order costs less over twelve months. It is not a matter of preference: it depends on how long you can wait and what an opportunity is worth to you.
  • How to measure without a banner — With first-party analytics and business events, no third-party cookies: the site can work without asking permission, and the data that arrives is the one that matters — who booked a call — instead of an inflated visit count. It is a product decision as much as a compliance one.
  • What happens if the site is the bottleneck — Sending traffic to a page that does not convert is paying for visitors who leave. When the initial audit shows that, it gets said before spending on campaigns, even if it means delaying the very work you hired me for.

What is not included

  • The ad spend itself, paid on your card and in your name.
  • Design and build of landing pages, which is the front-end development service.
  • Video or photography production.
  • Community management or replying to comments and messages.
  • Press releases or media relations.

What you need to have

  • Access to analytics, Search Console and any existing ad accounts.
  • Someone on your team who can review the technical side of what gets published.
  • Knowing what an opportunity is worth to you, so cost per opportunity can be judged.
  • A site that converts, or the decision to fix it before bringing traffic.

Frequently asked questions

How long before I see results?

Paid shows up in weeks; organic in months. The report keeps them apart on purpose, so a campaign that works does not hide a piece of content that has not settled yet.

What exactly do you measure?

Qualified meetings and cost per opportunity. If a campaign brings a thousand visits and no enquiries, the report says so.

Do I need the website finished first?

Not strictly, but it helps. Sending traffic to a page that does not convert is paying for visitors who leave. If the site is the bottleneck, I say so before you spend on campaigns.

How long before it shows?

Paid, weeks; organic, months. The report keeps them apart on purpose so you can see which one is working and which is still maturing.

Do you write the content?

Yes, between two and four pieces a month, based on an interview with whoever knows the business. What I do not do is publish without someone on your side reviewing it: a technical error in an article with your name on it costs you.

Can I cancel whenever I want?

It is a monthly fee reviewed every quarter. What has been published stays with you: the content, the access and the measurement are yours from day one.