We took on SEO, technical schema and paid search across Bing and Google Ads for a busy multi-accredited training provider, lifting weekly organic clicks 44.7% and cutting paid search CPC by 95%.
Target Zero Training is a 10-year, multi-accredited UK construction H&S training provider, CITB, NEBOSH, IOSH, EUSR, SQA, ProQual and ISO 9001 quality-managed, with 11,000+ verified Reviews.io reviews and a 98% pass rate across courses including SMSTS, SSSTS, IOSH Managing Safely, NEBOSH and Temporary Works. A strong business in a crowded category, the brief was to make their organic and paid search work harder for them. Their hub is at Target Zero Training.
Even for a well-established provider, SMSTS and SSSTS are some of the most competitive commercial queries in UK B2B search, with national training brands, aggregators and SaaS-backed challengers all bidding and ranking for the same head terms.
Money pages were sitting just outside page one, paid search budgets were being eaten by uncapped bids, and the schema on key landing pages was missing the rich-result components that make a course eligible for Google's Course carousel. Behind the scenes, a long history of legacy city pages and refreshed URLs had left a tangled redirect map that needed cleaning up.
We started with the fundamentals every business needs, layered on the things that bring in new customers, then added a tasteful bit of AI where it genuinely helps, not for the sake of it.
A full audit of the commercial landing pages including their SMSTS course landing page and CITB SSSTS programme, building out Course, FAQPage and BreadcrumbList schema, consolidating legacy URLs through clean 301s, and tightening titles and meta descriptions so each page reads as the right answer to its target query.
A defensive sweep across both Bing and Google Ads. On Bing: campaign-level MaxCpc caps applied where Auto bidding had quietly let SMSTS CPC drift into double figures, dormant ad groups paused, search-terms cleanup and negative keywords to stop budget leaking on irrelevant clicks. On Google Ads: ad extensions and sitelinks rolled out across the commercial campaigns including SMSTS, SSSTS and the Temporary Works Coordinator programme, RSAs refreshed, and the recommendations and Business Name plus Logo assets shipped to lift ad strength. A cleaner attribution setup so the reporting could be trusted again.
Light AI assistance for the things that scale poorly when done by hand: cannibalisation modelling across hundreds of URLs, schema generation against on-page content, search-term clustering, and structured monthly GSC reporting. None of it is the headline, all of it makes the team faster at the work that actually moves the needle.
After redirect consolidation, schema work and on-page tightening, week-on-week organic clicks rose 44.7% with average position improving by more than one place.
Campaign-level bid caps brought the SMSTS Bing CPC down from over £7 to under £0.50, freeing budget to test new ad groups and keyword themes.
Tangled legacy URLs collapsed into the right destinations, schema in place across the priority money pages, and reporting that the team can actually act on.
Target Zero now have a search profile that matches the strength of their underlying business, organic that keeps compounding, paid search that pays its way, and the technical foundations to add new course categories without starting from scratch each time.
If your money pages are stuck just outside page one and your paid budget is leaking, the fix is usually faster than you think. Let's have a free, practical chat about where the real leverage is.
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