In my extensive experience of over 20,000 hours dedicated to building and ranking websites and managing SEO and SEM campaigns, I've faced numerous challenges that have honed my strategies and deepened my understanding of digital marketing. Recently, I had the opportunity to apply this expertise to a music school's campaign, which presented unique challenges but ultimately delivered remarkable results.
The Urgency of Immediate Lead Generation
The situation was critical when I took over the music school's campaign. They urgently needed leads, and their existing strategies were failing. Many in digital marketing would recognize this scenario—the pressure to deliver results quickly while planning for long-term success. My first move was to stabilize their lead generation through Google Ads while laying the groundwork for a robust SEO strategy.
Quick Wins with Google Ads
In the initial three to four months, we focused solely on Google Ads. I knew we needed to generate leads immediately, so we built a dedicated landing page targeting music lessons and set up conversion tracking. This approach allowed the school to receive inquiries immediately, even as we were rebuilding their website.
One of Google Ads' benefits is the ability to start seeing leads from the very first month. However, it's important to understand that the cost per lead typically stabilizes around the third or fourth month. For this campaign, we managed to maintain a cost per lead between $17 and $40, which is quite favourable given the long-term value of each new student.
Establishing a Strong SEO Foundation
While Google Ads was generating immediate leads, I knew that for long-term success, we needed to focus on SEO. We built out 85 service pages and geo-targeted pages, each designed to capture specific searches related to music lessons. For example, we created pages like "Piano Lessons Sydney" and "Saxophone Lessons Brisbane." These pages were optimized for "lessons" and related terms like "tutoring" to avoid keyword cannibalization and ensure we captured as much relevant traffic as possible.
In addition to these pages, we developed 63 in-depth blog posts that provided valuable content on topics like "The Benefits of Learning the Saxophone" and "How to Choose the Right Musical Instrument." These blog posts were more than just filler—they were designed to be evergreen content that would attract traffic for years, establishing the school as an authority in the music education space.
Seeing the Results: Traffic and Lead Growth
The results over the 17-month campaign were impressive. We generated 1,301 web form leads—this doesn't even include direct calls or email inquiries. Organic traffic grew from just under 200 visitors per month to around 750. While there were fluctuations, typical as Google tests user engagement, the overall trend was positive.
The campaign also saw a significant increase in the unique keywords for which the site ranked, reaching about 2,000 variations. This indicates that our content strategy worked as more pages appeared in relevant search results.
The Power of High-Quality Content and Backlinks
Throughout the campaign, I emphasized the importance of high-quality content and building authoritative backlinks. Google's algorithm increasingly prioritizes trust signals, so we ensured every service page linked to the instructors' LinkedIn profiles and featured detailed bios. This transparency helped with rankings and built trust with potential students and their parents.
Our blog posts, which covered a wide range of topics, were designed to answer common questions and concerns that potential students might have. These articles weren't just created for content—they were well-researched, authoritative pieces that positioned the music school as a leader.
Transitioning from Paid Ads to Organic Growth
As the SEO efforts began to take hold, we saw a shift in where the leads came from. By the end of 2023, SEO had become the primary source of inquiries, reducing the need for Google Ads. The ultimate goal, of course, was to move away from paid advertising and rely on the organic traffic we had worked so hard to build.
One strategy that helped during this transition was adding a welcoming video on the homepage. This video featured student testimonials and provided a personal touch that engaged visitors. Increased engagement is a strong signal to Google that the site is trustworthy and relevant, which, in turn, helps stabilize rankings.
Conclusion: A Balanced Approach is Key
The success of this campaign underscores the importance of a balanced approach in digital marketing. At the same time, Google Ads provided the immediate leads that the music school needed; the SEO work—creating high-quality content, building authoritative backlinks, and optimizing for local search—delivered sustained growth over time.
Every campaign is different, but one thing remains consistent: the need to adapt strategies to meet each client's specific needs. Whether through paid advertising or organic growth, the ultimate goal is to create a scalable and sustainable way to generate leads. When you combine short-term tactics with long-term strategies, the results can be truly transformative.
