The two-engine lead generation machine for a high-ticket medical device

The client

Our client is a Spanish manufacturer of electric and hybrid assisted-mobility devices that attach to manual wheelchairs through its Click and Go system: a coupling that takes less than 3 seconds and is compatible with 95% of the wheelchairs on the market.

Its products are registered as medical devices and are distributed in more than 30 countries, with Spain as its main market and an established presence in Germany, Belgium, France, Poland and Canada.

Its range covers every use profile: from the lightweight Air model to the all-terrain Scrambler 2, including the Electric 2, the Hybrid 2, the sporty Rapid 2 and the compact Mini 2, plus accessories and wheelchairs under its own brand.

What defines this company is who it talks to and how: wheelchair users who are looking for autonomy, always treated as exactly what they are —capable, active people—, never as patients. That philosophy is the foundation of all its communication. And of this case too.

The challenge

The starting point presented a clear structural barrier. The product is a medical device worth several thousand euros, with a decision cycle measured in months and one that involves prescribers: orthopedic suppliers, therapists and rehabilitation centers.

On top of that, it is a niche market where search volume is limited and paid media cannot scale infinitely: there comes a point where spending more no longer brings more buyers, it just makes each lead more expensive.

The challenge was twofold:

• Generate a steady flow of leads at a cost the P&L could sustain.
• Build an owned asset that kept generating leads even when the campaigns were paused.

Neither all paid —renting results forever—, nor all SEO —waiting years for organic to mature—. Both, each in its own phase of the same journey.

How we did it

We designed a lead generation machine with two engines that work at different moments of the decision: paid sparks demand where people spend their time, and organic captures it when that demand is already actively searching for a solution.

Engine 1 — Surgical Paid Media: the volume, at €5.50 per lead

On Meta Ads we designed campaigns by product (Scrambler 2, Air model, seasonal offers) and by market, with creatives adapted to each language and territory: Spain, the Basque Country, the Balearic Islands and international campaigns in German and French for Germany and Belgium.

The format that worked best: real user video testimonials, showing how they move around their city. The capture: native platform forms that remove all friction.

The results in numbers:

• 1,477 leads with €8,121 in spend: a CPL of €5.50 and a CPC of €0.26.
• A scalable engine: in periods of higher investment it generated up to 3,335 leads in a single year at €4.73 per lead.
• Nearly 4,800 leads in 24 months. For a high-ticket medical device, a single sale covers months of advertising investment.

Google Ads: brand defense, not volume generation

The role of Google Ads in this case is not to generate volume —Meta does that— but to protect the bottom of the funnel: the moment when someone already knows what they are looking for and types the brand or product name into Google. With an active distribution network —orthopedic suppliers and specialized centers that sell the product— the risk is real: without the manufacturer’s own brand campaigns, it is the distributors themselves who bid on those same keywords, appear above in the results and claim conversions the manufacturer had already generated through its investment in content and in Meta.

Add to that the direct competitors, who also buy those searches with the intention of capturing a user who was already about to decide. Brand defense campaigns on Google Ads close that gap: they ensure that whoever searches with high intent reaches the manufacturer’s website, not an intermediary or a competitor. A CPL of €13.60 for that user profile —the most qualified in the entire funnel— is the cost of not losing what had already been built.

Engine 2 — Editorial SEO: the intent, at no media cost

While paid generated volume, we built the asset. An editorial calendar designed for the user’s research phase: articles of 2,000 to 2,700 words with question-format headings, comparison tables by use type and a soft integration of the product —as a natural solution, never as a direct sale—.

In parallel:

• Optimized category copy and reinforced internal linking.
• A solid technical base: WebP, lazy-loading and structured data.
• A brand context document for generative engines: because the question asked on Google today will be asked of an AI assistant tomorrow.

The turning point came in September 2025: the domain’s average position went from hovering around 13 to settling between 7 and 8, a sustained improvement over nine consecutive months.

Today the company is in the top 10 for generic searches in the sector such as “wheelchair power assist” or “electric wheelchair”, and holds position 1 for brand queries in English.

The result in the funnel: organic search accounts for 62% of the website’s sessions and 44% of its leads —364 in the last year, 46% more than the second channel—, without paying for any of those clicks.

Email Marketing: the trust that sustains the decision

In a long buying process, email keeps the conversation alive. The campaigns, segmented by product interest, geographic area and interaction history, reached open rates between 27% and 47%, well above the sector average.

The common thread, once again, is people: video testimonials from real users who already live the independence the brand promises.

Results

Twelve months of data (June 2025 to June 2026) reveal the complete machine: over 2,300 leads, each engine playing its part.

No double counting: Meta leads are native forms inside the platform and never pass through the website. And no tricks in how you read it: these are leads of a different nature. The Meta lead costs €5.50 and arrives in two clicks from an ad; the organic one arrives after searching, comparing and reading. A healthy lead generation machine needs both.

And most importantly: the machine isn’t finished, it’s ready to grow. The next challenge is defined: work on lead quality —qualification, scoring and nurturing of each contact— to scale investment with guarantees. Because when each lead is worth more, every euro invested returns more.