Industry overview
What is shaping internet services
Broadband providers, platforms and digital businesses depend on adoption, experience and trust. Usage patterns differ widely by city tier, age and language.
- New users are coming online in smaller towns and local languages
- Experience and reliability drive loyalty
- Trust and safety concerns shape usage
Client background
A regional broadband provider, working in United States. Client identity is withheld to protect confidentiality.
- Organisation
- A regional broadband provider
- Sector
- Internet services
- Team engaged
- Digital Marketing
- Services
- SEO services, Landing page & CRO, Google Ads / PPC
Client challenge
Residents searching for internet providers rarely found the company. Larger national providers dominated search results even in towns where the company offered better service. The provider served many small towns, but national competitors dominated search results even where they offered slower service.
Research objectives
- Deliver on the brief: local search growth for a broadband provider.
- Set measurable targets and a tracking baseline before launch.
- Improve results through structured testing, reported in plain language.
Target audience
Scope: 40 towns.
Audiences we typically reach in internet services
Broadband and app usersNew internet usersSmall businesses onlineContent creatorsParents and educators
Geographic coverage
Coverage: United States. Market: United States. 40 towns covered.
- United States
Research methodology
A test-and-learn programme: a clear baseline, focused campaigns and weekly optimisation against agreed targets.
- 1Brief
- 2Local landing pages
- 3Search campaigns
- 4Insight
We built town-level availability pages and local search campaigns. Each town page included real availability, local support information and customer reviews, and campaigns were targeted by postcode. Availability data came directly from the provider’s systems so pages stayed accurate as coverage expanded.
SEO servicesLanding page & CROGoogle Ads / PPC
Sampling strategy
- Audiences were defined from the client's customer data and platform targeting, with test and control groups where possible.
Data collection
- Campaign, website and CRM data were tracked daily through analytics and ad platforms.
Data quality & validation
- Conversion tracking tested end to end
- Consistent UTM tagging on every link
- Numbers reconciled between ad platforms and analytics
- Two-person check before anything goes live
Data analysis
- Funnel analysis from impression to lead or sale
- A/B test results on creatives, keywords and pages
- Channel and campaign attribution
Key findings
- Sign-ups from organic and paid search grew.
Local relevance mattered in search.
Recommendations
- Build on the core insight: local relevance mattered in search.
- Focus effort where the evidence was strongest: sign-ups from organic and paid search grew.
Business impact
- Cost per new subscriber fell as organic search took over a growing share of sign-ups.
- Local pages also reduced support calls from people asking whether service was available.
Deliverables & next steps
- Campaign assets and landing pages
- Monthly performance report
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: what makes users feel safe online?
Client identity is withheld to protect confidentiality.