Overview

Collage HR first engaged Raymond to address stalled SEO performance and review their paid programs. The engagement evolved into a two-plus-year partnership covering SEO, paid acquisition, content systems, and demand generation. Since implementing this work, Collage has had multiple record years of growth. Collage’s website leads have grown by over 100%. The relationship has grown beyond its original defined scope, with Raymond being a strategic advisor in key decisions, including the launch of payroll software in 2025.

The Challenge

Collage was investing in content, SEO, and paid media, but traffic and conversions had plateaued. The site structure limited discovery, campaigns weren’t efficient, and the team needed a clearer path to consistent demand. They needed a partner who could rebuild the foundation and drive sustainable impact.

What Was Done

SEO, Content, and Site Structure

• Rebuilt the keyword and content strategy around high-intent HR and payroll topics. 
• Designed and produced interactive tools like payroll and PTO calculators that consistently rank and attract backlinks. 
• Reworked the site navigation to surface key pages more effectively and improve crawlability. 
• Rebuilt CMS structures to make content easier to publish, organize, and scale for SEO. 
• Improved technical SEO, on-page optimizations, and internal linking.

Paid Acquisition

• Rebuilt Google Ads campaigns with stronger structure and more accurate conversion tracking. 
• Cleaned up events across Google Analytics and Tag Manager for more reliable measurement. 
• Shifted budget toward higher-intent segments and more efficient campaigns. 

LinkedIn Ads & Demand Gen

• Launched a complete LinkedIn program covering cold outreach, retargeting, and thought-leadership ads. 
• Built segmented creative, audiences, and landing pages to support each stage of the funnel. 
• Improved lead quality and lowered CPL by tightening offer alignment and audience construction.
   

The Results

After the rebuild, Collage HR saw record years in organic traffic, qualified leads, paid efficiency, and revenue influenced by marketing.

• Rankings improved across core HR and payroll categories, reaching top three for many of the highest intent search terms. 
• Interactive tools and better navigation strengthened sustained organic growth. 
• Paid CAC dropped as campaign structure and targeting improved. 
• LinkedIn became a steady channel for new pipeline.