Shootsta at a Glance
Shootsta is a global video technology and production company helping businesses create professional video content at scale through technology, applications and professional services.
Industry: Video Technology & Production
Markets: UK · USA · Australia · Singapore · Germany
Services:Google Ads / PPC · Technical SEO · International SEO
Primary Objective:Generate qualified demand and strengthen international search visibility
The Challenge
Shootsta was targeting customers across multiple international markets, making search acquisition more complex than a single-market campaign. The website needed to support different geographic audiences while maintaining a consistent global service proposition.
· Generate qualified demand through Google Ads.
· Capture high-intent commercial searches and improve paid-search efficiency.
· Strengthen the technical SEO foundation of a multi-location website.
· Support location-specific search visibility across the UK, USA, Australia, Singapore and Germany.
· Build a more sustainable organic acquisition channel alongside paid search.
The Strategy
SAM DMC approached paid search and SEO as complementary acquisition channels. Google Ads was used to capture existing high-intent demand, while technical and international SEO focused on improving the website's ability to earn relevant organic visibility over the longer term.
01 — Google Ads & Paid Search
The paid-search work focused on managing and optimising Google Ads campaigns around commercial search intent and lead-generation objectives.
· Search campaign management and optimisation.
· Commercial keyword targeting.
· Geographic targeting across priority markets.
· Conversion-focused campaign monitoring.
· Performance analysis and ongoing optimisation.
02 — Technical & International SEO
Because Shootsta was targeting several geographic markets, SEO needed to go beyond generic website optimisation. The work focused on strengthening technical foundations and aligning location-specific pages with relevant search intent.
· Technical SEO optimisation.
· International and location-focused search strategy.
· On-page optimisation and search-intent alignment.
· Improvement of location-specific website relevance.
· Identification of opportunities to strengthen organic visibility in target markets.
Paid Search Results
13.1K Clicks
100 Conversions
$85.26 Cost / Conversion
The Google Ads reporting snapshot shows 13.1K clicks and 100 tracked conversions at a reported cost per conversion of $85.26. Based on the displayed totals, this represents an approximate click-to-conversion rate of 0.76%.
Building a Stronger International SEO Foundation
Alongside paid acquisition, the SEO engagement focused on helping Shootsta build a stronger foundation for international search visibility. The strategy considered the different markets being targeted and the need for users to reach relevant location-specific experiences.
The goal was not simply to increase traffic. It was to make organic search a more relevant and sustainable source of potential demand across Shootsta's international markets.
The Impact
By combining measurable paid search with technical and international SEO, Shootsta had a search acquisition approach that addressed both immediate and longer-term growth:
· 13.1K Google Ads clicks.
· 100 tracked conversions.
· $85.26 reported cost per conversion.
· Paid search activity supporting multiple international markets.
· Technical SEO work supporting international search visibility.
· A stronger foundation for balancing paid acquisition with organic search growth.
Why the Approach Worked
The key was treating Google Ads and SEO as connected acquisition channels rather than isolated marketing activities. Paid search provided immediate access to high-intent demand, while technical and international SEO addressed the underlying website structure and organic visibility required for sustainable growth.
Short-term acquisition through Paid Search. Long-term search growth through SEO.
SAM DMC's Role
· Google Ads / PPC Management
· Search Campaign Optimisation
· Conversion-focused Paid Search
· Technical SEO
· International SEO
· Location-based Search Strategy
· Search Performance Analysis
The Takeaway
For international B2B businesses, search performance is not just about generating more clicks. It is about connecting high-intent demand with the right market, the right landing experience and a measurement framework that makes acquisition performance visible.
Ready to Turn Search Into Measurable Growth?
SAM DMC helps B2B SaaS and technology companies optimise marketing for pipeline — not vanity metrics.
