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Case Study

BX Films: SEO and Paid Media Case Study

Services

BX Films

54% lower
cost per lead than the existing campaign ($360 vs. $780)
7x
the conversions, same period (7 vs. 1, May–Jun 2022)
+13.5%
organic sessions YoY (Sept 2022)

BX Films is a San Francisco-based video production company specializing in telling the stories of people and brands driving change. With an impressive client roster that includes Toyota, Cisco, VSCO, Allegiant, and more, BX Films is known for creating impactful, high-quality video content. Their mission is to help brands convey their stories and connect meaningfully with their audiences.

Bar chart: existing campaign at $780 per lead with 1 conversion vs. Bend's campaign at $360 per lead with 7 conversions.
Same period, side by side (May 1 – Jun 27, 2022): Bend’s campaign delivered leads at $360 each vs. $780 for the existing campaign.

Problem

Despite BX Films’ stellar reputation and portfolio, they faced significant challenges in driving organic traffic and generating high-quality leads.

  1. SEO Challenges:
    • BX Films experienced a dramatic drop in organic traffic in mid-2021, attributed to changes in their SEO metadata and a lack of foundational SEO work.
    • Their core pages and blog content lacked optimization, impacting search rankings and visibility.
    • Domain authority lagged behind competitors, making it harder to compete for valuable keywords.
  2. PPC Challenges:
    • Their Google Ads campaigns had a high cost per lead (CPL) and struggled to deliver conversions.
    • Landing pages were underperforming in terms of user engagement and conversion rates.
    • Campaign structures lacked segmentation and optimization, limiting ad performance.

BX Films sought a solution that would not only restore their organic traffic but also improve lead generation and reduce dependency on inefficient paid advertising.

Ahrefs organic keywords chart for BX Films from 2019 to 2024.
Organic keyword rankings (Ahrefs, 2019–2024).

Solution

Solutions Provided by Bend Marketing

Bend Marketing implemented a comprehensive strategy combining SEO and PPC to address BX Films’ challenges:

  1. SEO Strategy:
  • Conducted a technical SEO audit, core page audit, and backlink audit to identify areas for improvement.
  • Optimized key pages, including the homepage and service pages, to target high-value keywords such as “San Francisco video production company” and “corporate video production.”
  • Created a content calendar focused on educational and industry-relevant topics. Published blogs such as:
    • Video Production Timeline and Schedule
    • Restaurant Video Marketing Trends
    • Video Production Cost Guide
  • Designed new service pages to capture bottom-of-the-funnel traffic, including:
    • Marketing Video Production
    • Corporate Video Production
    • Commercial Video Production
  • Built 5–10 new backlinks monthly and improved internal linking structures to enhance domain authority and site navigation.
  1. PPC Strategy:
  • Rebuilt and optimized Google Ads campaigns, focusing on high-intent keywords and audience segmentation.
  • Launched remarketing campaigns to re-engage website visitors and increase conversion rates.
  • Developed and A/B tested new landing pages with improved content, clearer CTAs, and tailored messaging.
  • Integrated HubSpot tracking to enhance attribution and lead tracking.
  1. Website Improvements:
  • Addressed speed issues and passed Core Web Vitals for better user experience and SEO performance.
  • Updated blog templates to improve readability, UX, and EAT (Expertise, Authoritativeness, Trustworthiness) signals for Google.
Results

Bar chart of organic sessions: 1,400 in Q2 2022 vs. 1,555 in Q3 2022.
Organic sessions grew 11% from Q2 to Q3 2022.

Google Analytics comparison showing organic sessions up 13.55% and users up 5.40% for September 2022 vs. 2021.
Organic sessions up 13.55% year over year (Sep 1–27, 2022 vs. 2021).

In just a few months, Bend Marketing’s efforts led to measurable success for BX Films:

  • SEO Performance:
    • Organic sessions grew 13.5% year over year in September 2022 (528 vs. 465), and 11% quarter over quarter (1,400 in Q2 → 1,555 in Q3 2022).
    • Domain Rating rose from 16 to 19 on Ahrefs.

Ahrefs Domain Rating line chart stepping up from 16 to 19.
Ahrefs Domain Rating rose from 16 to 19.

  • PPC Performance:
    • Bend’s rebuilt campaign delivered leads at $360 each, 54% less than the existing campaign’s $780, running side by side over the same period (May 1 – Jun 27, 2022).
    • Bend’s campaign drove 7 conversions to the existing campaign’s 1 over those same eight weeks.
  • Overall Impact:
    • BX Films added 10 organic leads in four months of SEO work (Jul – Oct 2022).
    • Improved website usability and tracking, ensuring continued growth in both organic and paid channels.
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