Commercial photography and videography · Edinburgh, Scotland
Hypertrail Digital client case study
How an Edinburgh photographer used Google Ads and a new website to bring in more event enquiries.
John already had a successful photography business. He wanted more work booked further ahead, especially event and commercial photography, without losing the Google visibility the business had already earned.
01The problem
The business was established, but the forward diary could still be stronger.
The original ads were not reliably topping up the diary. The website also needed to show the breadth and quality of John’s work more clearly, while helping commercial and event buyers make the right enquiry.
02The plan
The plan: add enquiries now without neglecting long-term Google visibility
Google Ads could reach people searching with a live event date or commercial brief. The rebuilt website could then show the right portfolio, while Search Console tracked how the permanent pages recovered and improved.
See exactly what we changed ↓03
The work
What we changed.
Rebuilt the website around the work clients book
Commercial photography, events, portraits, film and specialist work are easier to find without flattening the portfolio into a generic service list.
Built the ads around real photography briefs
Campaign and landing-page choices focused on services such as event photography, where the customer’s requirement and next step are easier to identify.
Used Search Console to protect and improve Google traffic
Search Console shows which pages and searches are recovering, where the website is still weak and what should be improved next.
04
The result
The early evidence is useful, but it is still early.
The rebuilt site presents the work more clearly and is moving back towards stronger organic positions. The event-photography ads have generated several enquiries after launch. A longer reporting period is needed before a stable cost-per-lead or revenue claim is sensible.
05
For your business
What this example could mean for your business.
Protect what already works
An established business needs careful migration and measurement, not a redesign that wipes away hard-earned visibility.
A portfolio still needs a clear next step
Beautiful work holds attention, but buyers also need to find the relevant service and make a useful enquiry quickly.
Paid and organic can share evidence
Search demand from campaigns can expose the services and questions that deserve stronger permanent pages.
Use the evidence in your own decision
See how the same checks apply to your campaign.
The case study shows what happened. These guides explain the commercial and technical decisions behind it.
Browse all practical guides →
01Measure real outcomesHow do you make a landing page generate more enquiries?Get the answer →
02Measure real outcomesWhat should Google Ads conversion tracking include?Get the answer →
03Measure real outcomesHow much is a Google Ads lead worth?Get the answer →
Want the answer applied to your business?Tell Graeme what is happening. He will read it himself and tell you what he would check first.
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