Case Study: Reed Screening
SEO, analytics, PPC and content strategy for a B2B background screening provider with a complex dual-revenue model.
The Challenge
Reed Screening had a strong product and a well-regarded reputation in the pre-employment screening market. Their digital presence wasn’t keeping pace.
The complexity of their business model made this harder than a standard SEO brief: they had two distinct revenue streams – high-volume, low-value ecommerce purchases alongside high-value enterprise lead generation – requiring a strategy that could serve both without cannibalising either. Their analytics setup couldn’t tell them which activity was driving which results, and their reporting framework wasn’t giving leadership the visibility they needed.
"One of the biggest challenges in digital marketing is knowing what’s really working. The reporting framework Cameo set up gave us the clarity we needed to make informed decisions and refine our strategy as we grew."
— Corinne Peart, Head of Strategic Sales and Client Relationships, Reed Screening
What we did
Technical SEO foundations
We started with a full technical audit and overhaul: site speed, indexing issues, toxic backlinks, and a complete content rewrite to align with both search intent and brand positioning. This gave the site a solid foundation before anything else was layered on top.
Content strategy
Rather than producing content for its own sake, we built an integrated strategy tied to industry and regulatory developments, an area where Reed Screening demonstrated market-leading expertise. Thought leadership pieces and lead-capture ebooks complemented the SEO work and helped position the brand with the decision-makers who mattered most.
PPC optimisation
Managing Google Ads for a brand with two distinct revenue models required careful campaign architecture. We restructured campaigns around user intent, refined bidding strategies, and continuously tested targeting, increasing non-brand leads by 286% while keeping cost per lead within target.
Analytics and attribution
This was the piece that tied everything together. We unified web analytics with Reed Screening’s internal lead data, supported their GA4 migration without losing reporting continuity, and built Looker Studio dashboards that gave the team real-time visibility into what was actually driving results.
Site migration support
When Reed Screening was absorbed into its parent company’s brand, we provided technical SEO consultancy to manage the migration, protecting the organic visibility that had been built over three years and providing a clear roadmap for continued growth under the new structure.
The Results
Reed Screening left the engagement with a scalable content strategy, a PPC model that worked for both revenue streams, and a reporting setup that gave leadership clarity over performance. The site migration was handled without significant disruption to the organic gains made over the previous three years.
“Cameo are an incredible organisation to work with, their knowledge, tenacity and insights have been invaluable in the growth of our business. The team were on hand at every twist and turn to ensure that we not only had the best results but also the best service at every point. If your organisation is looking for ways to grow, I would highly recommend partnering with Cameo, you won’t regret it”
— Corinne Peart, Head of Strategic Sales and Client Relationships, Reed Screening