Jesma
From 200 to over 1,500 monthly visitors — and international visibility for the keywords that drive the business. SEO and Google Ads over three years for a Danish manufacturer of weighing and dosing solutions.
Tech stack in this case study
Case studies
400+
Trustpilot
4.8
Years of experience
10+
The results
From 200 to over 1,500 monthly visitors
Jesma Weighing Solutions develops and manufactures weighing and dosing solutions for industry — from belt scales and dosing plants to complete customised systems. Headquartered in Vejle, with a subsidiary in Poland and deliveries to industries worldwide. Denmark is their smallest market. acend has managed SEO and Google Ads for three years.
200 → 1.500+
monthly visitors
~1.000
of them come from organic search
5 sprog
visibility across all of Jesma’s markets
- Over 10 purchase-ready leads a month — with a specific project already underway.
- Visibility across five languages and all of Jesma’s markets — not just Denmark.
- A steady pipeline of enquiries the sales team can follow up on.
- Two-thirds of traffic now comes from organic search — without a cost per click attached to each enquiry.
The biggest gain is not the traffic itself, but where it comes from: the keywords that drive the business, in the markets that really matter.
The problem
Invisible for the keywords that drive the business
Jesma had a strong product range, an international customer base and virtually no online visibility. Most critically: they were not appearing for their most important keywords.
Terms such as weigh feeder and weigh belt feeder — the searches a buyer or technician uses when a specific project is underway — were passing them by.
The market is international — Denmark is the smallest
Visibility in Danish would have the smallest impact. The work needed to reach across languages and markets to make any meaningful difference to the business.
Demand is limited, but specific
Nobody searches Google for weighing and dosing solutions without a reason. Those who do, however, are in the middle of an actual purchase. Volume is not what matters — it is being visible for the few searches with a project behind them.
The decision takes time
A dosing plant is an investment involving a long decision-making process and multiple stakeholders. The order is not won with a single click, but by being the company people find throughout the process.
The solution
Organic foundations first — paid advertising on top
The sequence matters in this case. We built the organic foundations first and added paid advertising on top — not the other way around.
The foundation is keyword research that maps out where the real projects are: which product and industry terms have an actual purchase behind them, and which simply generate traffic. In a market like Jesma’s, that distinction is crucial — there is not enough volume to afford to miss the mark.
The main focus is on content: we have produced category copy for all five language versions and handled the translations, making Jesma visible for its primary product searches in the markets that really matter. This is where the majority of the growth comes from.
5 sprogversioner
category copy and translations
Teknisk fundament
errors, redirects, metadata, structured data and link structure
After three years, this is the channel that accounts for two-thirds of traffic and generates enquiries without a cost per click attached to each one.
With organic search in place, Google Ads is used strategically where it delivers the most value: on searches with high purchase intent, where a specific project is underway. The account is actively managed with ongoing optimisation of ads and keywords, so the budget continually shifts towards what actually turns into enquiries. Alongside this, we work on the landing pages to turn more visitors into leads.
The advantage of having both channels managed in one place is that data from Ads shows exactly which searches convert — and that insight feeds directly back into SEO priorities.
The partnership
Three years, two channels and one consistent rhythm
Regular status meetings and ongoing guidance
A regular follow-up schedule, combined with access to guidance whenever the need arises.
acend handles the day-to-day work
Both Google Ads and SEO are managed and optimised together in one place. This is essential for the two channels to draw on each other's data rather than work in parallel.
Flexible start, no long-term commitments
The partnership has to make sense month after month — and has done so for three years.
Three years as a long-term partner
A long-term collaboration where the work has been continuously refined as the data has revealed where projects come from.
Team acend
The team behind this case study
Valdemar Greve
Consultant
valdemar@acend.dk
Frederik Krøl Larsen
CCO & Partner
frederik@acend.dk
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