Parasol - ALS
Digital Marketing Case Study
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$2.17 million
Generated in Revenue
118%
Increase In Organic Traffic
67%
Increase In Conversion Rates
About Parasol
Parasol runs advancedlifesupport.com.au, a national provider of advanced life support courses for paramedics, nurses, doctors and other clinicians. They run their courses Australia wide specialsing in Advanced Life Support and Advanced Paediatric Life Support.
The Problem
- Overall Booking Plateaued
- Website Content Lacked Depth
- Previous Agency Working In Limbo
The Results
- Bookings started increasing
- Coming Up For City Wide Searches
- Profits increasing by 7 figures in under one year
Amazing Results!
Digital Debut started working with Parasol mid February 2026. We realised the company was doing quite well (not taking credit away from the other agency), but there was still a lot of opporutnity to increase bookings across all channels. Since we have started working with Parasol on their Advanced Life Support website we have been consistently seeing increases both organically and paid.
Rankings Increase 4,000
This is the bit that matters if you have been paying another SEO company to ‘look after’ a course site and the bookings start slowing down.
Since Digital Debut, the keywords Parasol actually wants to own improved by just under 4,000 positions on the terms that sell ALS1, ALS2, PALS and the cities they teach in.
The homepage was way too dominant, taking up all of search. We needed to make the rest of the website pages more relevant to direct people to the correct pages which has increased bookings.
The line clearly shows what a good takeover should do. It moves, then it holds. By August the we were sitting almost 3,800 positions better than where we originally took over, and it has continued to improve.
Clicks from those same keywords more than doubled, from 722 to 1,715. Impressions nearly tripled, from 13,663 to 39,024. People searching for advanced life support courses are finding Parasol, and they are clicking!
The terms clinicians actually type
- ‘ALS2’ is the big one. 720 searches a month, and clicks went from 235 to 441.
- ALS2 courses’ picked up more clicks as well, 45 to 84.
- ‘advanced life support courses’, the broad national term, went from 72 clicks to 187.
- ‘Als training’ was sitting back on page three. It is now on page one, and clicks went from 28 to 87. That is a course enquiry term that turns into revenue for the customer, not a vanity phrase.
City coverage is where the old SEO campaign was thin. We have added Perth, Adelaide, Canberra, Cairns, the Gold Coast and Tasmania course pages to the website, and those terms are the ones that moved the furthest. If you teach in a city, you should come up when someone in that city searches. That was not happening properly before. It is now.
What we actually did
No mystery package. The work is the unglamorous stuff that moves a national course site.
- Site-wide content updates so every course page says what the course is, who it is for, and where the next date is.
- New city pages for the places Parasol actually runs courses, instead of one national page trying to rank for every capital city.
- Monthly blog updates aimed at the questions clinicians ask before they book.
- URL rewrites where needed, so the address matches the course
- Meta title rewrites to ensure each page is unique and not too similar to other pages.
- Internal linking from blogs and city pages back to the booking pages, so the pages that make money get the authority.
Rankings, then traffic, then bookings followed in that order.
Organic traffic more than doubled!
Organic sessions went from 14,877 to 32,359. That is a 118% increase over the same months last year. Organic users went from 11,578 to 26,045.
August, September and October are the proof it was not a one-month spike. Those three months alone did more organic sessions than the whole prior-year comparison used to do in a quiet quarter! That is some serious Digital Debut magic!
note: the drop is because the data has been taken at the start of the month.
| Month | Organic sessions 2025 | Organic sessions 2026 | Change |
|---|---|---|---|
| February (from the 16th) | 884 | 1,501 | +70% |
| March | 1,780 | 2,752 | +55% |
| April | 1,471 | 2,789 | +90% |
| May | 1,912 | 3,483 | +82% |
| June | 1,630 | 3,569 | +119% |
| July | 1,605 | 3,853 | +140% |
| August | 1,597 | 4,454 | +179% |
| September | 1,787 | 4,597 | +157% |
| October | 1,641 | 4,230 | +158% |
| November (to the 10th) | 570 | 1,131 | +98% |
| Total | 14,877 | 32,359 | +118% |
Google Ads returned 67% more booked value
Our SEO company is amazing but a holistic digital marketing strategy works best! From Google Ads we were able to:
- Generate $1.8 million ($1,813,794) in conversion value. Same dates last year: ($1 million) $1,085,697. That is an increase of $728,097.
- Spend only moved up by 20%. And generated 67% more value.
- Return on ad spend went from 10.4 to 14.4.
- Cost per conversion came down from $94 to $81.
- Conversions went from 1,103 to 1,562.
- Conversion rate went from 4.15% to 4.95%.
- Click-through rate went from 7.43% to 8.88%
More of the right people clicked, and more of them booked. This is a great result when you are working with 7 figures!
| Metric | 16 Feb to 10 Nov 2025 | 16 Feb to 10 Nov 2026 | Change |
|---|---|---|---|
| Clicks | 26,587 | 31,569 | +19% |
| Impressions | 357,776 | 355,439 | -1% |
| Click-through rate | 7.43% | 8.88% | +1.5 pts |
| Conversions | 1,103 | 1,562 | +42% |
| Conversion rate | 4.15% | 4.95% | +0.8 pts |
| Cost | $104,076 | $125,835 | +21% |
| Conversion value | $1,085,697 | $1,813,794 | +67% |
| Return on ad spend | 10.4 | 14.4 | +4.0 |
| Cost per conversion | $94 | $81 | -14% |
note: the drop is because the data has been taken at the start of the month.
From the table and chart above, last year the account fell away in August and September. This year it held. March to October sat between roughly $178,000 and $250,000 in conversion value every month. That is what a national course calendar should look like when the campaigns are built around the states, not a single messy catch-all.
Meta held its value, on less spend
When it comes to Meta, we did the job that was needed. Purchase value held at $355,497, against $352,876 last year, while spend dropped from $27,950 to $25,682. That is more booked value per dollar. $12.60 of purchase value per dollar spent last year. $13.80 this year. Same courses, tighter spend, result still on the board.
Paid channels working together
When combining Google Ads and Meta, conversion value went from $1.44 million to $2.17 million. A 51% lift, over the same dates
Google Ads did the heavy lifting. Meta kept its share with a lower budget. That is the mix we want on a course business: search taking the people who are ready to book, Meta keeping the brand in front of clinicians who are not quite there yet.
Now what?
When looking back, Parasol did not need a company facelift. The courses were already good. Clinicians already knew the name. What the site needed was someone to treat advanced life support like a national search business, not a brochure with a booking button.
Nine months in, and the results speak for themselves. Nearly 4,000 positions gained on the keywords that matter. Organic sessions up 118%. Google Ads conversion value up 67% and Meta holding its value on a smaller budget.
We do this every month. Rankings, traffic, then bookings.
Want the same treatment on your site? Talk to Digital Debut.
