References and cases: How Vester Marketing works

Here you’ll find a selection of our references and case studies from collaborations with companies across various industries. In a digital world where both Google and AI-powered search engines increasingly understand content based on structure, context, and entities, it’s no longer just about rankings, but about visibility across platforms and search types.

These case studies don’t just show what I do, but how I work with SEO, Google Ads, AI search, and digital strategy in practice. Each case study is based on specific challenges and demonstrates how I’ve worked to create better visibility, attract more relevant visitors, and generate greater value from digital efforts.

Below you’ll find selected case studies categorized by companies, industries, and collaborations. What exactly do you get out of working with Vester Marketing? That’s a fair question, and here’s the answer. On this page, you can view my references and examples of campaigns, website projects, and solutions that Karina Vester Schultz has developed and executed for companies across various industries and situations.

The references and examples cover SEO campaigns, Google Ads launches, AI search optimization, and the development of new websites with integrated SEO strategies. Common to all projects is the same approach: thorough analysis, a clear campaign plan, transparent execution, and a focus on measurable results.

Reference: New website and SEO strategy for J.A. Tømrer & Snedkerfirma ApS

Industry: Construction / main contractor in Greater Copenhagen. J.A. Tømrer & Snedkerfirma ApS is an established main contractor with over 40 years of experience. The website ja-aps.dk was built from scratch by Karina Vester Schultz at Vester Marketing, with a fully integrated SEO strategy, technical foundation, content production, and an ongoing effort to increase organic traffic, AI visibility, and leads from professional clients.

The engagement is an ongoing collaboration and covers: complete redesign and migration, technical SEO from day one, content production for all pages, creation of new service pages and a references page, and a strategy for organic search and AI search in the construction sector.

→ Read the full reference from J.A. Tømrer & Snedkerfirma

Reference: SEO- and AI-strategy for Passion for AV

Industry: AV solutions / B2B. Passion for AV provides professional AV solutions for companies and organisations, where both technical expertise and digital visibility are essential to attract the right customers.

This case focuses on how SEO and AI-driven search (GEO/LLM) can be used to strengthen visibility in a highly technical and competitive industry.

The work has been centred around structuring content and improving the company’s digital presence so it performs not only in traditional Google search, but also in AI-powered search systems where context, structure, and entities play a larger role.

→ Read the full reference from Passion for AV

Reference: SEO optimization for La Bohème

Industry: beauty clinic. La Bohème is a beauty clinic in Helsingør where local visibility and relevance in Google are key to attracting nearby customers.

The focus of this case has been local SEO, structured content, and optimisation of the digital presence, making the restaurant more visible in local search results.

At the same time, work has been done to strengthen visibility in both traditional search and AI-driven systems, where consistency, local signals, and entity understanding are increasingly important.

→ Read the full reference from La Bohème

Case 1: SEO campaign for a legal advisory firm

An example of a campaign that can help increase traffic to a law firm.

Industry: Legal advisory / B2B. A specialised advisory firm with five employees and almost no organic visibility. Over nine months, monthly organic traffic rose from under 80 to approximately 160 unique visitors, an increase of 100%. Monthly organic enquiries rose from 0–1 to 4–6 per month.

Initiatives covered: local SEO and Google Business Profile, technical SEO and Schema.org markup, and content development targeting long-tail keywords with clear search intent.

→ Read the full case for an SEO campaign

Case 2: Google Ads campaign for an e-commerce shop

An example of how you can change your strategy in Google Ads.

Industry: E-commerce / home décor and ceramics. An online shop with an existing Google Ads setup that was not performing. Over four months, ROAS rose from 1.4 to 4.2, and CPA fell by 38%, with the same total advertising budget.

Initiatives covered: implementing correct conversion tracking, restructuring into segmented campaigns, keyword research with over 80 negative keywords, and rewriting ad copy with product-specific landing pages.

→ Read the full case about optimizing for Ads

Case 3: AI search optimisation for a B2B SaaS firm

An example of a campaign showing how your company can be featured in AI-powered responses.

Industry: B2B SaaS / project management software for construction firms. A firm that ranked reasonably in Google’s traditional search results but was completely absent from AI-generated answers on Google AI Overview, ChatGPT and Perplexity. Over six months, the firm began appearing consistently as a cited source on 3 out of 7 monitored searches.

Initiatives covered: Schema.org implementation, rewriting product pages in informational language, producing two FAQ pages optimised for AI retrieval and systematic entity density across all content.

→ Read the full case about AI optimizing

Marketing for law firms

Industry: Legal / B2B services. The legal industry is one of the most competitive digital markets, where trust, authority, and strong SEO structure are critical for visibility.

This case focuses on SEO, local search visibility, and content structure, helping law firms rank for relevant legal queries while positioning themselves as authorities in their field.

It also highlights how AI search and LLM-based systems increasingly evaluate content based on clarity, structure, and consistency rather than just backlinks.

→ Read about Marketing for law firms

Marketing for e-commerce and webshops

Industry: E-commerce, and it is a highly competitive space where SEO, Google Ads, and structured optimisation are essential for revenue growth.

This case focuses on traffic quality, conversion optimisation, and SEO structure, ensuring that webshops not only receive more traffic, but more relevant traffic that converts into sales.

It also covers how AI search is changing product discovery, where structure, clarity, and content hierarchy are becoming increasingly important.

→ Read about Marketing for e-commerce and webshops

Marketing for construction companies

Industry: Construction / trades / services. Construction companies often rely on local visibility and direct inquiries from Google.

This case focuses on local SEO, service-based content, and structured landing pages, ensuring that construction companies appear in searches that generate real business opportunities.

It also includes how structured data and clear content help both Google and AI systems better understand and recommend the business.

→ Read about Marketing for construction companies

Are you facing a similar challenge?

Whether you need to boost your organic visibility, set up an effective Google Ads campaign, develop an AI search strategy, or launch a new website with a solid SEO foundation, the starting point is always the same: an honest analysis of your situation and a clear plan for what makes the most sense for you.

You’ll receive a concrete and realistic assessment of what it takes to achieve better results, and what isn’t worth your time.

Karina Vester Schultz at Vester Marketing offers a no-obligation initial conversation, which typically takes 20–30 minutes, where you receive a first, concrete assessment of what is needed.

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