25% more leads than forecasted. For an international facility services provide.
Skills
The challenge
Elis Netherlands is an international facility services provider, offering everything from workwear and floor hygiene to pest control and hospitality linen services. The forecast for 2025 was expected to remain flat compared to the previous year. Rising CPCs and a stable budget made growth seem unlikely on paper.
- Rising CPCs with no increase in budget. The market is becoming more competitive, while budgets remain unchanged.
- A broad range of services with different audiences. From hospitality linen to pest control, every service requires its own strategy.
- Organic visibility was growing, but clicks were lagging behind. More impressions, but CTR stayed low.
- AI is changing the way B2B buyers search. Elis needed visibility within the next generation of search platforms.
Our approach
Ads, SEO and Content work together as one team. For every service line, we experiment with campaigns, strengthen organic authority and build visibility across AI-driven search environments.
1. Campaign experiments per service: Every service gets its own testing strategy. For Workwear, we tested a new campaign structure that resulted in +18% more conversions at a 13% lower CPA. For Floor Hygiene, a dynamic ad group delivered a record number of monthly conversions.
☑️ Workwear: +18% conversions, -13% CPA
☑️ Floor Hygiene: record number of monthly conversions
2. Branded campaign efficiency: The branded campaign generated 29% more contact forms while reducing costs by 75%. By refining the bidding strategy and continuously optimizing performance, we unlocked more value from existing brand traffic — without increasing spend.
☑️ 75% costs, +29% contact forms
☑️ Smarter bidding strategies driving efficiency
3. SEO content strategy built around solution pages: We developed topic clusters around pest control, extermination services and workplace hygiene. The results were significant: the pest control page increased by +373% in impressions, while the bed bugs page grew by +8,342%.
Content that directly answers real customer problems drives the strongest results.
☑️ Pest control: +373% impressions
☑️ Content strategy aligned with audience intent
4. Investing early in AI visibility
Elis is already being mentioned in ChatGPT, Google AI Overviews and Perplexity. We are strengthening this position further through structured data and AI-friendly content structures, helping AI systems better understand and surface the brand.
Companies investing in AI visibility today are building an advantage competitors will struggle to catch up with later.
☑️ Visibility in ChatGPT, Google AI and Perplexity
☑️ Structured data as the foundation for AI discoverability
Results
-
Leads vs forecast
Performance significantly exceeded expectations -
Cost per conversion
Reduced by half compared to the previous year -
SEO impressions
Sustainable growth in organic visibility -
AI visibility
ChatGPT, Google AI and Perplexity
Future
Visibility is growing faster than traffic and that creates opportunity. By improving titles and meta descriptions, implementing structured data and optimizing for AI Overviews, we aim to close the gap between impressions and clicks.
The 2026 content roadmap is aligned per service and per quarter, ensuring content, SEO and campaigns continue to work as one connected strategy.
