Scaling a Professional Service Firm’s Lead Generation by 20% Through Generative Engine Optimization

Nexus Marketing transitioned Jitasa’s organic strategy to prioritize Generative Engine Optimization. This strategic shift successfully navigated AI-driven click reduction to exceed lead generation targets across every digital channel.

Despite a broader industry contraction in traditional search traffic, we achieved an 18.7% year over year increase in peak keyword rankings and doubled direct lead performance for this client.

Background

Solution
Organic Visibility Optimization
Target Market
Nonprofit
Product or Service
Professional Services
Revenue Range
$10M – $50M

At a Glance

120%

Quarterly Organic Lead Goal

19%

Increase in Top 3 Keyword Positions

200%

Growth in Direct Lead Acquisition

The Challenge

This client faced a significant 43.2% year over year decrease in organic sessions. This decline coincided with the rollout of AI Overviews, which began answering user queries directly on the search results page. While brand impressions remained high, the no-click nature of AI-generated answers threatened the consistent flow of top-of-funnel traffic that traditionally fueled the business’s growth.

For a professional service firm specializing in nonprofit finances, losing traditional search visibility represents a critical threat to the inbound pipeline. As search behavior shifted from clicks to direct answers. This client risked losing its position as a trusted authority to AI search tools. These tools often summarize financial compliance and tax regulations without providing proper attribution to the original source.

Our Approach

We identified that high keyword rankings were no longer the sole metric for success in a post-AI search landscape. Instead of attempting to reverse the reduction in traditional clicks, the team shifted the objective to engine visibility. By optimizing content specifically for Large Language Model (LLM) retrieval, we ensured that AI-generated answers cited this client as the primary authoritative entity.

Strategic Resource Optimization

We implemented a comprehensive audit to align this client’s authority-building efforts with content most frequently retrieved by LLMs. This initiative included optimizing the full content library for AI readability. The team ensured that brand entities were recognized and perceived as authoritative across all owned and influenced digital sources.

Generative Engine Optimization Refreshes

We targeted high-priority blog pages to perform technical GEO refreshes. These updates were engineered to trigger a higher frequency of AI Overviews. This process turned the presence of AI search into a primary visibility engine for the brand.

Vertical Audience Page Development

To strengthen brand authority and define the ideal customer profile, we developed new audience-specific vertical pages. These pages were optimized to surface this client as a trusted source of truth for niche sectors. including nonprofits and healthcare organizations.

The Nexus Difference

Metric
Top 3 Keyword Positions
Page 1 Keyword Positions
Direct Leads (Quarterly)
AI Search Leads

Q1 2025
48
59
91 (Goal)
40 (Goal)

Q1 2026
58
71
182 (Actual)
46 (Actual)

% Growth
+21%
+20%
+100%
+15%

Despite the rollout of AI Overviews, reducing traditional clicks, click-through and conversion rates continued to demonstrate growth throughout the engagement.

91% of all tracked terms secured Top 10 rankings.
187 organic leads were generated. representing a 20% increase over quarterly goals.
100% of lead generation goals were exceeded across every digital channel. including organic. direct. and AI search.

Want to see these results with your organization?

The Nexus Marketing team brings years of mission-driven experience and technical know-how that can transform your marketing, sales, and operations. As an official HubSpot Solutions Partner, our goal is to help more brands make the most of this powerful system.

Contact Nexus