The client
A family-owned instrumentation specialist in Markham.
Alpha Controls & Instrumentation distributes instrumentation and runs a calibration laboratory in Markham, Ontario, serving clients across Canada and the US. Its services include ISO/IEC 17025 accredited calibration and, since 2021, validation.
The challenge
One team for SEO and Google Ads.
Alpha Controls needed a partner to run SEO and Google Ads, and to help sell specific products through search.
Industrial buyers search for specific products, not general terms. So the job was to put the right products in front of the right buyers, and turn those searches into quote requests and orders.
What we did
A dedicated team, product by product.
A dedicated SEOGorillas team has run search for Alpha Controls since May 2019, working product by product with the client’s marketing team.
- Keyword strategy. Keywords chosen with the client for the products they want to sell, then built into the site.
- Organic rankings. SEO work that moves the site steadily toward the first page for the keywords that matter.
- Google Ads and Shopping. Campaigns for priority products, managed and reported every month.
- Problems caught early. Issues flagged and fixed before they affect results, with a plan for how each will be resolved.
How we worked
One team, proactive reporting.
The account is run by a dedicated team, with the agency’s owner as the main point of contact. The team reports progress without being asked, responds to feedback, and gets in touch as soon as an issue comes up, along with how it will be fixed.
“Their communication is great because they always reach out to us whenever they have any issues.”
The results
Numbers that moved.
In the Clutch interview, Alpha Controls’ senior marketing manager said the chosen keywords are performing well, the site is moving steadily toward the first page of Google, and the ads have brought in more leads and more sales. They rated the project management excellent.
They make sure that the process goes smoothly by catching potential problems before they manifest.
What’s next
A partnership that keeps going.
The work that began in May 2019 is ongoing, with keywords and campaigns chosen together as priorities change.
Lessons for your business
What other B2B distributors can take from this.
- Pick products, not just keywords. Decide which products you want to sell more of, and build search around those.
- Run SEO and ads as one plan. One team sees which searches turn into quotes in ads and builds them into SEO.
- Expect problems to be raised early. A good partner tells you about an issue before it shows up in your numbers.
Services used
