Rewriting a Book Publisher’s Search Engine Strategy

PALMETTO PUBLISHING’s experts help independent authors realize their dream — to publish and market a book. Palmetto’s suite of services supports the writers of children’s books, non-fiction, self-help, business, biographies, and more.

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Lineout case study showing SEO, SEM, CRO, and web design results for Palmetto Publishing
Section //Scope


  • Google Ads

  • Bing Ads

  • Search Engine Optimization

  • Conversion Rate Optimization

  • Landing Page & Web Development

  • CRM Updates

  • Digital Analytics Improvements


Reduce the cost per lead (CPL) by increasing conversion volume without significant ad spend increase

Section //Overview


The efficiency of Palmetto Publishing’s lead generation strategy with Google Ads had faded. The client’s legacy agency had not implemented optimizations, and costs were out of line with results. Furthermore, organic traffic was suffering due to missing on-page keyword optimizations that caused a lack of visibility and discoverability within search engine results.

Overall, Palmetto Publishing needed a strategic reboot in order to increase leads generated, maintain quality and improve efficiency.

Lineout’s Palmetto Publishing case study showing old to new website.
Section //Testimonials



“I’ve had the pleasure of working with the team at lineout for the past 2 1/2 years, and they have truly exceeded all of my expectations. As a book publisher, it can be challenging to compete with larger companies in the digital space. However, with the help of lineout, Palmetto Publishing has seen a dramatic increase in online visibility and sales. The team at lineout took the time to truly understand our business and our target audience, and developed a custom digital marketing strategy that effectively reached and engaged authors.

They were always available to answer any questions and provide updates on how my account was progressing. I couldn’t be happier with the results and the level of service provided by lineout. They have become a valuable partner for us and I highly recommend them to any business looking to improve their digital presence.”

I highly recommend them to any business looking to improve their digital presence.

Section //Execution


  • Restructure the Google Ads account with discrete campaigns for each service offering

  • Stand up conversion-optimized landing pages to A/B test creative and lower CPL

  • Rebuild the website by prioritizing on-page SEO enhancements, including new content and blog articles to make the client’s site a trusted resource on self-publishing

  • Find and capture high-quality backlinks to improve domain authority and improve organic search ranking

  • Improve lead-source tracking for smarter optimization by working with HubSpot to rebuild digital analytics


We started by understanding the client's business and marketing goals. Next, we audited the Google Ads account and developed new campaign segments for each of the client's core services. We built new service-specific landing pages on a dedicated landing page platform, employing high-converting designs and multi-step forms to improve lead quality. Over the course of 90 days, we optimized existing campaigns and replaced them with new campaigns, all while maintaining the client’s established volume of inbound leads.

After restructuring the Google Ads campaigns, we observed stronger user engagement and reduced CPL. 

We then focused on implementing a new user-friendly website to improve SEO and convey the client’s services in a modern format with a sharper focus on unique selling propositions.


Within 60 days, Lineout reduced Palmetto Publishing’s lead cost by 59%, with the average cost per lead dropping to $25.73 from $64.30.

Lineout’s changes to the web experience had a big performance impact — pages converted 67% more often than before (a 9.30% conversion average compared to 5.55%). Not only was the site converting users more efficiently, but it attracted more overall leads, a result of Lineout’s comprehensive search engine optimizations. In 2022 and 2023, organic impressions doubled on search engine result pages and daily organic users of the client’s site increased by 50%. By raising Palmetto Publishing’s prominence in organic search results, not only did organic traffic increase but so did the volume of total conversions, to the tune of a 300% jump.

The client also reported lead quality improvements due to the new multi-step form process implemented on their landing page. Furthermore, over time, the efficiencies of lineout’s strategy have remained undiminished while scaling spend 301% as of June 2022.

  • 59%Reduced lead cost
  • 300%Increased conversion volume
  • 67%Increased conversion rate