Published by Sue Johns-Chapman
Published Date 05.01.2026 
When Amsterdam-based beauty clinic Lana Skyn partnered with Unnamed Project, the goal was clear yet ambitious: transform an ad-dependent clinic into a business with sustainable, long-term organic growth, on a limited budget, in a competitive market, and with no room for wasted moves.
What began as a focused SEO engagement evolved into a deeply collaborative growth system that blended content, operations, education, and technology. This work has now been officially recognized at the Global Search Awards 2025, where the project earned the title of Best Low Budget Campaign (SEO) in the category small.
The judges captured the essence of the achievement:
“A fantastic campaign that demonstrates impressive creativity and strategic thinking, integrating SEO into both content and clinical practice to drive strong traffic, conversions, and client trust. The phased approach, clear objectives, and tangible results make this a remarkable and standout winner.”
From Paid-Heavy to Future-Proof: The Strategic Pivot
Before the collaboration, Lana Skyn’s growth relied almost entirely on paid ads. Organic visibility was low, and SEO was seen as a high-risk bet. Unnamed Project approached the challenge with a model built on precision, not volume, designing a system that maximized impact at every step.
1. Targeting High-Intent, Service-Centric Keywords
Instead of competing broadly, the strategy focused first on the most commercially powerful searches, especially around Lemon Bottle, a treatment with both rising demand and strong conversion potential. This approach allowed the clinic to win meaningful rankings quickly and attract users ready to book.
2. Integrating SEO Into the Clinic’s Workflow
One of the defining innovations of the campaign was how content became part of the operational experience:
- Staff used blogs during consultations
- Articles were shared in follow-ups and DMs
- Clients revisited posts for education and reassurance
- SEO content supported professional trust, not just traffic
This closed the gap between online discovery and in-clinic decision-making, creating signals Google rewards, while helping clients feel informed and confident.
3. Migrating to a Seamless Booking Journey
A full transition to Wix Bookings allowed for proper tracking, clearer user flow, and frictionless scheduling. This upgrade amplified the impact of every page (especially blog-driven conversions) and shaped clearer data for long-term optimizations
4. Scaling Content From Local to National Leadership
- Once the clinic achieved stable visibility in Amsterdam, the strategy expanded:
- Broader educational content
- National articles
- Professional-level guides
This positioned the clinic as not just a local service provider, but a trusted Dutch authority in beauty treatments.
Challenges That Shaped the Win
Several elements made this campaign uniquely challenging, and ultimately award-worthy:
- A limited starting budget, requiring flawless prioritization
- A competitive beauty market, where major clinics outspent smaller providers
- The need to rebuild trust in SEO after past disappointments
- A full operational shift, including new booking systems and internal training
Rather than relying on volume, shortcuts, or automation, Unnamed Project leaned into strategy, collaboration, and precision execution, building a structure that could scale month after month.
Results That Redefined What a Low-Budget Campaign Can Achieve
While specific figures remain confidential, the impact of the campaign was unmistakable. Organic search grew into the clinic’s primary source of new client demand, supported by consistent gains in visibility, engagement, and booking activity.
As performance strengthened, reliance on paid advertising diminished, replaced by a more sustainable and predictable acquisition model. Content designed around user intent and supported by a refined booking journey played a central role in converting interest into action.
Most notably, the campaign delivered a clear and measurable return relative to its investment, reinforcing SEO as a dependable long-term growth channel rather than a short-term experiment.
In essence: what began as a focused initiative evolved into one of the clinic’s most reliable drivers of sustainable growth.
Results That Redefined What a Low-Budget Campaign Can Achieve
While specific figures remain confidential, the outcomes were clear and consistent:
– Organic traffic grew by well over tenfold, establishing search as the clinic’s primary acquisition channel.
– Monthly bookings increased multiple times over, positioning SEO as the most reliable driver of new client demand.
– Blog-led journeys produced a marked rise in conversion actions, supported by high-intent calls to action and an improved user flow.
– Dependence on paid advertising declined to a minor role within the overall acquisition mix.
The campaign delivered a clearly measurable positive return relative to total SEO investment.
Taken together, what began as a focused initiative evolved into one of the clinic’s most dependable and profitable engines for sustainable growth.
Why This Campaign Won
The Global Search Awards look for campaigns that achieve exceptional results through clarity, innovation, and measurable impact, not simply budget. This campaign excelled because it:
- Transformed SEO into part of the clinic’s operations, not just marketing
- Prioritized high-intent actions rather than vanity metrics
- Achieved national visibility through strategic content expansion
- Created sustainable revenue growth while reducing dependency on paid
- Demonstrated that disciplined, thoughtful SEO can outperform much larger budgets
The judges recognized that this wasn’t merely about rankings, it was about building a complete, future-proof system for growth.
About Unnamed Project
Unnamed Project is a results-driven marketing firm founded by Giomero Brand, known for its strategic clarity, operational precision, and ability to produce disproportionate impact—even in competitive markets with limited resources.
With teams across Europe and a philosophy built on proactive execution rather than excessive reporting, the firm partners with businesses that want sustainable visibility, long-term growth, and execution that goes deeper than traditional SEO.
Learn more: https://www.unnamedproject.nl or https://www.unnamedproject.pl
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