The firm's offer was strong, but its search result and its webinars were not doing the selling. We fixed how the brand appeared on Google first, then built paid demand for its webinars.
What the client was dealing with
A B2B firm with teams in the United States and Israel ran webinars as its main route to new conversations. Branded searches returned a single plain listing, so prospects who looked the firm up after an invitation saw little to confirm it was established.
Webinar registrations relied on the firm's own lists, which capped attendance at people who already knew them.
How the engagement ran
01 Discover
Reviewed how the brand appeared on Google, which pages buyers actually visited, and where webinar registrations had come from.
02 Diagnose
Two gaps sat side by side: a thin branded search result that weakened trust, and a webinar programme with no paid reach beyond existing contacts.
03 Design
Restructured the site's navigation, page titles and internal links so Google could understand the key sections, and planned LinkedIn and multi-platform webinar campaigns aimed at the firm's buyer roles.
04 Deliver
The search changes went live first and Google began showing sitelinks for branded searches. The webinar campaigns then launched on LinkedIn and other platforms.
05 Develop
Refined targeting and creative between webinars based on who registered and who attended.
06 Demonstrate
Results were visible within three months, and webinar attendance exceeded the firm's expectations.
Engagement detail
| Field | Detail |
| Sector | B2B · United States and Israel |
| Market | United States, Israel |
| Duration | Three months to first results |
| Services | Search presence and Google sitelinks, LinkedIn and multi-platform webinar ads |
| Systems | Google Search Console, LinkedIn Campaign Manager, ad platform reporting |
| Handover | Campaign playbook for future webinars |
Win the branded search before buying attention
Prospects check you on Google after every invitation, so the result they find has to confirm what the ad promised.
Client anonymised at the client's request.
Related service: If paid campaigns need to fill an event or a pipeline, see how we approach Google Ads and performance marketing.
Related reading: how our SEO services build branded search presence, and what a fractional CMO owns across paid and organic channels.
Frequently asked questions
Can you make Google show sitelinks for a brand?
Google decides when to show sitelinks. A firm can give Google a clear site structure, descriptive page titles and strong internal links, which is what led to sitelinks appearing for branded searches here.
Which channels filled the webinars?
LinkedIn was the core channel, supported by campaigns on other platforms, all aimed at the firm's buyer roles rather than broad audiences.
How long did it take to see results?
Results were visible within three months of the work starting.
