Key Highlights
- A productive lead channel can still leave demand untapped. Meta was already generating leads, while people researching hearing loss, hearing tests, hearing aids and providers were also turning to Google.
- The website needed to be ready before search traffic increased. Clearer appointment paths and campaign landing pages gave prospective patients a more direct route from research to inquiry.
- Paid and organic search had different jobs. Google Ads focused on higher-intent searches, while SEO helped Salud Auditiva appear earlier in the hearing-care research process.
- Lead tracking turned search activity into a business measure. Salud Auditiva could compare paid and organic search with Meta and see which channels were producing inquiries.
- The new channel mix produced measurable gains. Website leads increased 8x, Google Ads conversion rose from 0.4% to 2.99%, and SEO-driven leads increased 5x over seven months.
Salud Auditiva had already built a reliable source of digital leads through Meta. Its website and Google presence contributed far less, making the company less visible when people turned to search for hearing-care information and providers.
Founded in 2011, Salud Auditiva had cared for more than 65,000 patients and operated 18 centers across Ecuador at the time of the project. Its audience also includes family members who research hearing solutions on behalf of a parent, partner or other relative.
People were already searching Google for information about hearing loss, hearing tests, hearing aids and providers. Salud Auditiva needed a better way to reach that demand, turn search interest into inquiries and understand where those leads came from.
WSI Consultant Claudio Patiño Malo worked with the company to broaden its lead-generation mix. In less than a year, website leads increased eightfold. The Google Ads conversion rate rose from 0.4% to 2.99% over three months, while SEO-driven leads grew fivefold over a seven-month reporting period.
The Challenge: Expanding Lead Generation Beyond Meta
Meta (Facebook) was already producing leads. Search offered access to people at a different point in their decision process: when they were actively researching a hearing concern, a test, hearing aids or a provider.
Someone may begin by looking into signs of hearing loss before searching for a hearing test. A family member may compare hearing aid options or providers for someone close to them. Those searches can shape which businesses enter consideration before an appointment is requested.
Salud Auditiva had limited organic search visibility, while Google contributed little measurable lead activity. Its website was also outdated and difficult to measure, leaving the team with limited visibility into which pages and channels were generating inquiries.
The next question was whether search could become a meaningful second source of leads and provide enough performance data to guide future marketing investment.
How Search Became a Measurable Lead-Generation Channel
The engagement began with a review of the marketing funnel, competitors, paid search, SEO performance and customer journey. Taken together, the findings showed that increasing search visibility alone wouldn’t address the full problem.
The website needed to give visitors a clearer route to contact. Campaign landing pages had to match the searches bringing people in. And lead tracking needed to show whether that activity was producing inquiries.
A Conversion-Focused Website Gave Search Traffic Somewhere to Go
The website redesign focused on making information easier to find and appointment paths easier to follow. Key pages were reorganized, dedicated campaign landing pages were created and lead tracking was added around the places where prospective patients were most likely to make contact.
Sending more people to the website would have limited value if visitors still struggled to find relevant information or take the next step.
Google Ads Captured High-Intent Hearing Care Searches
Paid search focused on queries tied to hearing loss, hearing tests and hearing aids. The Google Ads campaigns were structured around those searches, with visitors directed to landing pages that matched what they were looking for.
Conversion tracking then showed how many ad visitors went on to contact the business. Salud Auditiva could judge paid search by inquiries as well as clicks and traffic.
SEO Built Visibility Earlier in the Hearing Care Research Process
Organic search played a different role. Someone researching signs of hearing loss or what happens during a hearing test may be further from making contact than someone searching directly for a provider, but those questions still influence consideration.
Technical SEO, keyword research, website content and educational articles gave Salud Auditiva more opportunities to appear during that research. SEO-driven leads increased fivefold over the reported seven-month period.
Lead Tracking Showed Which Channels Were Producing Inquiries
Salud Auditiva also needed a clearer view of what happened after people arrived.
Lead-source tracking connected campaign activity, website performance and inquiries, allowing paid and organic search to be compared with the Meta activity already in place.
Better reporting and analytics gave management more useful information for deciding where future marketing investment belonged.
Business Results: 8x More Website Leads and a Higher Google Ads Conversion Rate
With the website, search activity and measurement working toward the same lead-generation goal, Salud Auditiva saw:
- Website leads increase 8x in less than one year.
- Google Ads conversion rate rise from 0.4% to 2.99% over three months.
- SEO-driven leads increase 5x over the reported seven-month period.
- Paid and organic search become measurable sources of inquiries alongside Meta.
What the WSI Partnership Looked Like in Practice
Salud Auditiva already had a creative agency supporting its marketing. The WSI engagement worked alongside that relationship, bringing in specialist resources for the website, search and measurement while keeping the work connected to the company’s existing brand and business objectives.
That model gave Salud Auditiva access to expertise across the WSI network without requiring the company to rebuild the rest of its marketing setup around a new agency relationship.
“With the support of WSI, we optimized our website and improved our campaigns within the Google environment. Today, we have a digital strategy aligned with our objectives, with clear results measurement and a focus centered on our company philosophy. We have seen growth in potential clients from our website and Google channels.”
Ing. Martín Malo, CCO, Salud Auditiva
Salud Auditiva rated its work with WSI 9 out of 10.
People’s Choice Recognition
The work was also recognized as a runner-up in WSI’s 2026 People’s Choice Awards for expanding Salud Auditiva’s digital lead mix through its website, Google Ads, SEO and stronger measurement.
What to Check Before Adding Another Lead-Generation Channel
A Strong Lead Channel Can Still Leave Demand Untapped
A channel can perform well and still leave part of the market untouched.
Meta was generating leads for Salud Auditiva. Google reflected another customer behavior: people actively researching hearing problems, tests, hearing aids and providers.
When reviewing channel performance, ask two different questions: Where are leads coming from today? Where are prospective customers already looking for help?
The answers won’t always be the same.
Fix Conversion and Measurement Before Scaling Traffic
More traffic magnifies the experience visitors already have on the website.
If prospective customers struggle to find the right information or make contact, adding media spend sends more people into the same friction. Weak tracking creates a different problem: more activity without a reliable view of which channels deserve more budget.
Salud Auditiva strengthened its website and lead measurement as search became a larger part of the mix. Businesses considering another paid or organic acquisition channel should examine those foundations before increasing spend.
Is Your Lead Generation Too Dependent on One Channel?
A concentrated lead mix isn’t automatically a problem. It becomes harder to manage when prospective customers are searching elsewhere and the business has little visibility into how much demand it may be missing.
Look at where customers research before contacting you, how easily your website turns that interest into an inquiry and whether your reporting is clear enough to compare lead sources and guide budget decisions.
Sometimes the next move is another acquisition channel. In other cases, the website or measurement needs attention before more budget is added.
WSI helps businesses make those decisions around the commercial goal first, then brings in the website, search, paid media or measurement support the plan requires.
Talk with a WSI Consultant about where your next source of qualified demand could come from.
