Brand Demand Scan · Case Studies
The same method found
a measurable gap in each of the five cases
Anonymised results from Brand Demand Scan engagements in performing arts, B2B technology, energy services, digital content and animal welfare. Each result comes from a Google Search Console export. All organisations are anonymised, and the sector descriptions are accurate.
Named reference case · Brand Demand Scan, BDS + Advisory and the RoI² Framework
Online revenue grew 120% in ten weeks, with no paid advertising.
Varkaus City Theatre, Finland. The first case in which the fixes were made and the result measured against a channel the website could not reach. Published with the client's permission.
Read the case →Cross-case comparison
The findings hold across sector, size and business model
In the five anonymised cases, Demand Leakage is above 80 per cent and Untapped Potential above 40 per cent. Brand Demand Capture varies from 56 to 93 per cent.
| Sector | Visibility | Queries | Brand Demand Capture | Demand Leakage | Untapped Potential |
|---|---|---|---|---|---|
| Performing Arts Academy | 15,665 | 325 | 86.2% | 98.8% | 42.5% |
| B2B Technology Hub | 28,235 | 633 | 92.6% | 92.5% | 40.9% |
| Regional Energy Services | 27,185 | 740 | 91.7% | 97.1% | 87.6% |
| Digital Content Platform | 234,692 | 1,000 | 60.9% | 99.7% | 91.3% |
| Animal Welfare Organisation | 142,896 | 1,000 | 56.3% | 82.0% | 84.3% |
Brand Demand Capture is the share of the demand a business captures that comes from searches for its name. Demand Leakage is the share of your demand that leaks to competitors. Untapped Potential is the share of your growth potential that is in category searches. Each measure is read on its own scale from 0 to 100 per cent, so one case can score high on all three, as the energy services case shows.
Case 01 · Performing Arts Academy
The institution performed strongly among existing contacts and referrals, but its demand depended on the names of individual instructors. When a searcher typed an instructor's name, the institution captured the demand. When a searcher looked for performing arts in general, the institution was largely absent.
This is a dependency on named people. If a principal instructor leaves or reduces their public profile, Brand Demand Capture falls, because 86.2 per cent of the captured demand comes from searches for names. The institution has not yet built a position in category searches, which hold 42.5 per cent of its growth potential.
Better pages for the visitors who already arrive would not close this gap. In category searches the institution captures 0.4 per cent of its visibility, against 1.8 per cent in searches for the name. The cause is content that does not answer what buyers searched for in the category. The decision is whether to build content for those category searches, starting with what the institution teaches.
Case 02 · B2B Technology Hub
The business was well known within its existing network. 92.6 per cent of the demand it captured came from searches for its name, so almost all of it came from people who already knew it. In category searches the business captures 0.5 per cent of its visibility, against 3.1 per cent in searches for the name.
Category searches hold 40.9 per cent of its growth potential. The buyers who make them are looking for what the business sells and do not know it yet. The business appears in those results, and a competitor receives most of the demand. The cause is content that does not answer what those buyers searched for.
Growth beyond the existing network starts with category searches. At current rates the business stays confined to the buyers who already know it. Every expansion route, a new market, a new vertical or outbound growth, begins with a category search phase in which this business captures little demand.
Case 03 · Regional Energy Services
This case combines a high Brand Demand Capture with a high Untapped Potential. 91.7 per cent of the captured demand comes from searches for the business name, and 87.6 per cent of its growth potential is in category searches. The business is well known within its existing customer base and captures almost no demand from the category searches in which it appears.
A buyer in energy services who has no supplier yet begins with a category search. 87.6 per cent of this business's visibility sits in those searches, and it captures 0.2 per cent of that visibility. These are the procurement conversations the business does not start. The cause is content that does not answer what those buyers searched for.
In searches for its name the business captures 2.5 per cent of its visibility. In category searches it captures 0.2 per cent, a rate twelve and a half times lower. Raising the category rate even partly would add demand without adding any visibility, because 87.6 per cent of the visibility is already in category searches.
Case 04 · Digital Content Platform
This is the largest case in the group by visibility. The business appeared 234,692 times in search results over twelve months and captured demand from 0.3 per cent of those appearances. The other 99.7 per cent of its demand leaked to competitors.
Recognition is moderate: 60.9 per cent of the captured demand comes from searches for the business name. Category searches hold 91.3 per cent of its growth potential, in a category with many competitors. In those searches the business captures 0.1 per cent of its visibility, against 1.9 per cent in searches for the name. The cause is content that does not answer what buyers searched for.
Raising the category rate toward the rate in searches for the name would add demand without adding any visibility, because 91.3 per cent of the visibility is already in category searches. The decision is which part of the category to address first.
Case 05 · Animal Welfare Organisation
This case has the strongest capture in the group. The organisation captured demand from 18.0 per cent of its visibility, while the other four cases range from 0.3 to 7.5 per cent. In searches for its name it captures 64.8 per cent of its visibility, so the organisation is actively sought out. In category searches it captures 9.3 per cent, a rate that none of the other four cases reaches even in searches for the name.
Leakage is still 82.0 per cent here. Category searches hold 84.3 per cent of its growth potential. The need behind those searches is already public, and the organisation's credibility would carry over if its content answered more of them. Growth here comes from extending a capture model that already works.
The leaked visibility is 117,111 of 142,896 appearances. Even if only part of it produced demand at the category rate of 9.3 per cent, the added demand would be substantial, and it would need no additional visibility.
Every case began with one Search Console export
Each case used twelve months of Google Search Console data. The scan needed no tracking installation and no extra spend. The demand structure was already in the data, and nobody had read it.
- Every finding is grounded in your own Search Console export
- No follow-on commitment is required or assumed
- If the gap does not exist in your data, you will know that too