The Second Floor

Challenge

Unchained Music, a music distribution startup, needed a scalable, low-cost way to acquire artists without relying on expensive paid channels. Early on, organic search was underdeveloped and the brand was near-invisible for the high-intent queries musicians search every day.

Solution

We built an SEO engine around high-intent, artist-focused search: keyword and topic strategy, technical SEO, and a content program answering the real questions musicians ask, all tracked in GA4 and Search Console so rankings tied back to sign-ups, not just traffic.

Result

Organic search became the #1 acquisition channel, driving 997,840 sessions — 48% of all site traffic over the site's life, ahead of every other channel including direct. Search Console shows 304,000 organic clicks and 28 million impressions in the last 16 months alone, at an average position of 11.2.

Challenge

Williams Homes, a production home builder, needed to fill new communities with qualified buyers fast. With $5,000+ a day in ad spend on the line, every click had to turn into a booked appointment, and waste had to be minimised.

Solution

We restructured the paid-media program across Google and Meta: tighter audience and geo targeting, rebuilt campaign structure, stronger creative and landing pages, and clean call and appointment tracking so spend mapped directly to booked visits and sales.

Result

The program managed $5,000+ per day in ad spend and drove 550+ booked appointments, contributing to sold-out communities. Paid media became a predictable engine for filling homes rather than a cost center.

Challenge

Amateur Athlete, a skate retail brand, leaned heavily on direct traffic and paid ads for online sales. Organic search was underused, leaving revenue exposed to rising ad costs and capping efficient growth in a competitive niche.

Solution

We built the store's organic presence: technical SEO, category and product optimisation, content around what skaters actually search, and shopping structured data, turning organic search into a durable, compounding revenue channel alongside paid and direct.

Result

Organic search became the store's #1 revenue channel: 154,347 organic sessions generating $239,307, the biggest slice of $1.01M in tracked revenue, ahead of direct and every paid channel. In total the store has driven 636,616 sessions and 465,737 users across dozens of countries, led by the US.