The Challenge

Health Carousel, a fast-growing healthcare staffing firm, was on a mission to become a market leader in travel nursing and medical staffing. Despite solid industry positioning, their digital acquisition efforts were fragmented, with limited SEO structure, inconsistent paid performance, and a website that wasn’t optimized to convert. They needed a scalable, ROI-driven strategy to generate high-quality leads and support their aggressive growth goals.

The Approach

As Head of SEO & Paid Media, I designed and implemented a comprehensive performance marketing plan that blended long-term organic strategy with high-intent paid acquisition:

• SEO Infrastructure Rebuild: Overhauled on-page SEO across dozens of niche job verticals, implemented a smart internal linking strategy, and optimized page speed and mobile UX.

• Paid Media Launch: Built and managed Google Ads and display campaigns targeting high-volume nursing keywords, regional search terms, and long-tail job queries.

• Content Expansion: Led the development of high-converting landing pages and blog content aimed at educating and attracting travel nurses.

• Conversion Rate Optimization: Tested and refined application forms, CTAs, and ad copy to increase conversion while reducing cost per lead.

• Analytics & Attribution: Built a performance dashboard tracking organic and paid lead flow, helping executive leadership clearly see marketing’s contribution to revenue.

The Results

• 10x increase in monthly organic traffic within the first year

• 5x growth in qualified leads from both paid and organic channels

• Significantly reduced cost per acquisition (CPA) through smarter targeting and content-driven lead funnels

• Established SEO and paid media as core growth pillars within the marketing org

Conclusion

At Health Carousel, I built a scalable digital foundation that helped turn an ambitious staffing firm into one of the fastest-growing players in its industry. By aligning SEO, paid media, and content strategy with real business outcomes, we delivered the kind of growth you can measure—and sustain.