Here's what's true of a business like this. Almost nobody wakes up searching for "cryotherapy." They search for the thing that hurts, or the thing they want gone. And they add a place: Renton. Kent. Near me. So the one big search term everyone fixates on isn't where the appointments come from. They come from a wide, messy spread of searches, and a five-page brochure site has no way to answer them. That shaped the whole engagement.
SEO
From the technical baseline through treatment and location content.
A rebuilt website
Replacing the GoDaddy build.
Booking on Amelia
On its own page, wired into the site.
Google Ads and Meta ads
Run alongside the organic work.
Google Business Profile and Yelp
Taken over and managed.
Location pages and AI citability
Hyper-local pages, and the work that makes a site quotable by AI answer engines.
Not all at once, and not in that order, but that's the scope.
Cryo Sanctuary, Google Ads by quarter
Click-through rate Impressions
Fewer impressions, far better matched. That is what the work was for.
What got built
The rebuild came first, because there wasn't much point pushing traffic at the old site.
Booking on Amelia
A cryotherapy studio needs booked appointments. A contact form that lands in an inbox somebody checks between clients doesn't do that job. So booking runs on Amelia, on its own page. It's wired into the site, not bolted on as a link out to somewhere else. The business books 25 or more appointments a week now.
Location pages, written
This is the part people get wrong most often, and it decided the numbers below. A location page that just swaps the city name into the same paragraph is a doorway page. Google's spam policy says so in as many words. So each one had to be written around what's actually true of that area and how people there search. That's slower. It's also the only version that survives.
The profiles, managed properly
For a walk-in wellness business in a suburb, med spa marketing often comes down to the map pack. Someone in Renton searching on a phone sees three map results before a single blue link. None of the profile work is clever. It's just done, consistently: categories, service lists, photos, hours, posts, and review replies on Google and on Yelp. That's more than most competitors in a suburban market manage.
What the search numbers show
Over 12 months
1,457 clicks, 89,939 impressions, average position 11.8.
90 days, year over year
Organic clicks up 231 percent, average position moved from 20.8 to 11.4, on 60,350 search impressions.
Six months against the six before
Clicks went from 357 to 1,098.
Page two is a particular kind of frustrating.
Ads and AI citability
Google Ads and Meta ads ran alongside the organic work, not instead of it. For a local service business, that's mostly about covering the gap while rankings build. After that, it's about buying the searches that are too competitive to earn.
The figures below cover the Google Ads account since late 2023. They are ad platform numbers, not organic ones, and the two don't mix.
Q4 2023
41,086 impressions and 52 clicks. A click-through rate of 0.13 percent.
Q3 2026
11,288 impressions and 524 clicks. A rate of 4.64 percent.
Campaign level
The original campaign, since removed, ran at a 0.38 percent click-through rate. The campaigns running now sit between 4.31 and 5.89 percent. Switching off something that is already spending is a harder conversation than tuning it. It is usually the correct one.
Sit those two quarters next to each other for a second. Impressions fell to roughly a quarter of what they had been. Clicks went up tenfold. Nothing in that is a paradox unless you've been treating impressions as the thing you're trying to grow. Organic got broader as the site began showing up for a far wider spread of searches. The ads moved the other way on purpose.
We cut the matching that put the ad in front of people who were never going to click it. What's left is a smaller pool of much better matched impressions. One account got broader and the other got narrower. Both were the right move. Neither reads correctly if you use impression counts as a scoreboard. What matters is who is on the other side of them.
176 conversions, 167 from a phone
That is not a detail you handle after the fact. Someone looking for a cryotherapy studio is out somewhere, on a phone, deciding in the next couple of minutes. The ad copy and the booking page both have to survive that.
The top two keywords are near-me queries
cryofacials near me at 8.02 percent click-through and cryo slimming near me at 7.23 percent. That's the premise the location pages were built on, confirmed here by a completely separate system.
The largest age band by impressions
35 to 44, at 26.98 percent.
Meta ads ran too, alongside Google Ads and the organic work. Between the three, the GoDaddy site on page two is gone. The business now books 25 or more appointments a week.
We also made the site AI citable. It's structured so that when someone asks an AI assistant about cryotherapy near Renton, the pages can be read, quoted and credited, not skimmed past. That work doesn't show up in Search Console at all. That's its own argument against judging a site by one dashboard.
