The brief
At WebQem I supported SEO, paid media and analytics for a portfolio of Australian clients in retail, financial services, education, technology and B2B.
My work covered Search Console and Ahrefs monitoring, technical health checks, content recommendations, Performance Max and Search support, and GA4, GTM and Looker Studio reporting.
Clients ranged from listed investment managers and schools to eCommerce retailers.
Each needed regular SEO health checks, a clear monthly story about search performance, and in some cases paid-media support at peak times such as Black Friday and Cyber Monday.
What made it hard
- Many sites at once, each with different goals and seasonality.
- Search behaviour shifting in 2024–2025, with impressions often growing faster than clicks.
- Reporting that had to be clear for non-technical client stakeholders.
How I approached it
- A repeatable SEO health-check process, with 3-, 6- and 16-month Search Console comparisons for every client.
- Keyword maps, content calendars and disavow/clean-up files.
- GA4/GTM measurement plans and Looker Studio dashboards.
- Performance Max and Search support for retail clients at peak times; Search and YouTube for B2B clients.
What I did
How I solved it: Health checks, keyword maps and Search Console monitoring as the operating rhythm.
- Across the agency portfolio I delivered SEO health checks, keyword mapping, content calendars, disavow/clean-up files and recurring Search Console comparisons.
- Then I supported Performance Max where the client already had shopping-feed scale.
- SEO monitoring, audits and recommendations for each site, with quarterly and 6-month Search Console comparisons.
- Google Ads support: Performance Max for retail; Search and YouTube for B2B.
- GA4/GTM tracking and Looker Studio dashboards for client reporting.
- SEO audits and strategy decks for prospects and clients; contributions to agency proposals and digital health checks.
The numbers
| Portfolio metric | Value | Source and period |
|---|---|---|
| Performance Max campaigns | 52 campaigns across 10 accounts | Google Ads, 22 May 2023 – 21 May 2025 |
| PMax cost → conversion value | A$489,090 → A$9,583,998 (ROAS 19.6) | Same |
| PMax conversions / clicks | 57,259 / 747,726 | Same |
The Search Console picture is honest but mixed. Impressions grew for every client shown. Clicks grew for five of the eight. For a listed investment manager, an independent school and another investment manager, clicks were flat or slightly down despite large rises in impressions. Site-by-site summaries are in Part B.