Project Summary

Brand Name: Bhd.ca
Business Model: B2B + B2C ecommerce (primarily B2B)
Industry: Industrial Equipment
Project Name: SEO & PPC
Services Provided: SEO (product page landing page optimization), technical SEO, category pages, brand pages, brand + category pages, brand + category + service pages; Google Ads (calibration-focused search campaigns)

Key Results: ~11x organic traffic growth in ~3–4 months; 40–50 calibration leads/month on < $1k/month ad spend

About Bhd.ca

Bhd.ca is an industrial equipment ecommerce business serving both B2B and B2C buyers. They sell products from established third-party brands through their online catalog, and they also monetize services around those products, with calibration being the primary lead-driving service. 

That matters because the buying motion is not purely “add to cart.” Many visitors are evaluating a supplier and a service provider at the same time, and they need enough technical and commercial clarity to take the next step.

We at Growth9 came into the picture to make SEO work as a real acquisition channel (not just a hygiene exercise) and to generate consistent service leads through Google Ads without wasting budget.

The Challenge

The main bottleneck was not “we need more traffic.” It was that the site was structurally underprepared to earn and convert that traffic.

Product pages lacked depth and decision-critical information, so they were weak on rankings and weak on conversion. 

On top of that, technical SEO issues were actively hurting crawl efficiency and index quality, including canonical problems, pagination problems, and 404 errors. 

In a catalog business, these issues quietly tax everything else because authority gets diluted and Google struggles to understand which pages matter.

On the paid side, the budget constraint forced a hard truth: spreading spend across product queries would likely underperform. 

The most defensible paid acquisition wedge was calibration, because it is high-intent, service-led, and directly tied to lead generation economics.

What We Did

• Rebuilt product pages to rank and convert: We upgraded product pages from thin listings into decision pages. That meant reworking titles and on-page structure, expanding descriptions in a buyer-aligned way, and making sure pages answered the practical questions industrial buyers use to qualify a supplier. The goal was not “more words.” The goal was clarity, relevance, and confidence so both Google and buyers had enough signal to act.
• Fixed technical SEO blockers that stop compounding: We audited and resolved the technical issues that were suppressing organic performance and wasting crawl attention. Canonical errors were corrected to avoid duplicate authority splits, pagination issues were cleaned up so category navigation did not confuse indexing, and 404s were handled to remove dead ends. This is the kind of work that rarely looks exciting but is often the difference between SEO effort compounding versus leaking.
• Built scalable SEO architecture across brand, category, and service intent: We moved beyond isolated page optimizations and started building a directory-style structure designed to scale. This included dedicated brand pages, category pages, and then combination layers like brand + category pages and brand + category + service pages (for intents like sale, rental, calibration). This structure expands keyword coverage without creating messy duplication, and it matches how industrial buyers actually search.
• Ran Google Ads where the intent and economics were strongest: We focused PPC on calibration search campaigns, supported by intent-driven keyword selection and continuous optimization. Once the landing experience and SEO foundation improved, paid clicks stopped being “traffic” and started behaving like lead flow.

The Results

In roughly 3-4 months, Bhd.ca saw organic traffic increase by about 11x. On Google Ads, the calibration campaigns generated ~40–50 leads per month on under $1,000/month spend. 

That implies an estimated cost per lead of roughly $18–$25 (high confidence interval, because it’s bounded by the stated lead volume and spend cap). 

The operational win here is not just the numbers; it’s that acquisition became more controllable: SEO started compounding through stronger pages and cleaner technical foundations, while PPC produced predictable service leads inside a tight budget.

Takeaway

For catalog-heavy industrial ecommerce, “SEO” is not a blog strategy. It is a systems strategy: fix crawl and indexation, make product pages genuinely useful, then scale coverage through clean brand-category-service architecture. 

Paid acquisition works the same way. If the page and the intent do not align, you do not have a bidding problem, you have a conversion problem. Once the foundation was corrected, both channels started reinforcing each other instead of leaking budget and effort.

If you want Growth9 to bring similar results for your catalog or service-led lead gen motion, let’s talk.