Building a Healthier Lead Pipeline
How a combined paid media and SEO strategy widened visibility, drove more efficient traffic, and built a steadier pipeline of qualified inquiries for a specialized healthcare brand.
Client
Ethos Therapy Solutions
Services
Paid Advertising, SEO
Industry
Healthcare, Medical Equipment
Platforms
Google, Google Ads
Increase in Organic Traffic
236%
Page 1 Keyword Growth
1,282%
Project Overview
Ethos Therapy Solutions is a specialized healthcare brand focused on therapeutic beds and pressure-injury solutions. Its audience is specific: healthcare professionals, caregivers, home health agencies, and equipment buyers researching air fluidized therapy beds and wound-care support surfaces.
For a brand this focused, more website traffic was never the goal on its own. The work needed to balance broader reach with high-intent targeting and steady gains in lead quality, while the organic side had real room to grow off a small starting keyword footprint.
Key opportunities included:
- Reaching more healthcare professionals, caregivers, and equipment buyers actively researching solutions
- Balancing wider reach with high-intent, high-quality lead capture
- Cutting wasted spend from employment, recruitment, and unrelated caregiver searches
- Rebuilding organic visibility from a small starting keyword base
- Earning rankings for the specialized categories that define the business
Project Execution
20North ran a Google Ads program alongside an ongoing SEO build to capture high-intent demand and rebuild organic visibility.
Paid Media
- Built Search campaigns around high-intent therapeutic bed, pressure-injury, and patient-care searches
- Used Performance Max to expand reach across Google and introduce Ethos to a wider healthcare audience
- Balanced Performance Max reach with the keyword and search-term control of Search
- Expanded negative keyword lists to cut employment, recruitment, certification, and unrelated caregiver traffic
- Reallocated budget and tested target cost-per-acquisition bidding based on performance
- Replaced Performance Max assets affected by healthcare advertising policies
- Maintained an active optimization cadence and validated conversion tracking at the keyword and search-term level
SEO
- Ran an ongoing blog program targeting top-of-funnel and bottom-of-funnel topics
- Optimized all major website pages
- Built new pillar pages for each location in the Ethos coverage area
- Ran regular SEO audits and technical fixes
- Delivered website development projects, including a full homepage redesign
The build worked on both fronts. Organic users grew 236% and sessions rose 208% as the blog, page optimizations, and location pillar pages rebuilt demand off a small starting base. Keyword coverage expanded more than 1,000%, and page 1 keywords climbed 1,282%, moving Ethos onto the first page for the specialized terms that define its categories.
Project Results
The combined program widened Ethos's visibility across Google while rebuilding organic demand from a small footprint into category leadership. Paid captured high-intent buyers through Search and scaled reach through Performance Max, and SEO earned top rankings for the exact terms Ethos's audience searches, several of them at #1.
Search Growth (last 90 days, year over year)
- Organic users up 236% and sessions up 208%
- Keywords up more than 1,000%, with page 1 keywords up 1,282%
- Top 3 keywords up more than 445%
Ranking Wins
- Took "Air Fluidized Therapy Bed," "Air Fluidized Bed," and "Sand Beds for Wound Care" to #1 on Google
- Earned #1 local rankings for "Air Fluidized Therapy Bed" across several coverage states, including Georgia, Virginia, and Pennsylvania
Impressions and Reach (first 3 months vs most recent three)
- Impressions up more than 1,300%, with non-branded impressions up more than 1,340%
- Clicks up more than 170% and engaged sessions up more than 140%
AI Search
- Climbed into the top 20 for AI visibility and top 16 for share of voice in AI-generated answers
- Reached top 10 share of voice for target queries in AI answer engines
Testimonial
“If I could give 10 stars, I would! 20N Digital Marketing is on another level and is exactly what I was looking for in a marketing partner. From the very beginning, they managed the onboarding process flawlessly by educating my team and prioritizing their recommendations. We are completely confident that we made the right choice for our company. From SEO and refreshing our website to Google Ads and content creation, they have been a true gem.” - Kim Craig
