How Pabau saw 33% AI-attributed pipeline and became the #1 cited brand in AI search
Pabau's organic growth had stalled and lead volume was dropping. 8 months later, AI search drives 33% of self-attributed pipeline and organic traffic has more than tripled.
33%
13,179
21,900 to 75,300
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About Pabau
Pabau is a practice management software platform serving more than 4,000 clinics globally. Their primary markets include the UK and US, with growing presence across Europe and Australia. The platform helps clinics manage bookings, patient records, communications, payments, marketing, and day-to-day operations from a single system.
Challenge
Before working with Scalerrs, Pabau was working with another SEO agency but their growth had stalled. Traffic was plateauing, lead volume had started to decline, and their previous agency wasn’t moving a needle on AI search. At the same time, Pabau was expanding its go-to-market strategy. The company was increasingly focused on larger multi-location operators and entering new clinic verticals. They needed an SEO and AEO strategy that could support those goals while driving measurable pipeline. That’s when Thiago Muffo, Head of Growth started evaluating other agencies. What stood out about Scalerrs was the focus on revenue and bottom-funnel growth from day one, along with a strong emphasis on AI search visibility. The team started working together in late 2025 across SEO, AI search optimization, link building, and Reddit.
Strategy
We started by diving deep into Pabau's ICP and identifying the searches happening throughout the buying journey. On SEO, the priority was owning high-intent bottom-of-funnel terms first. From there, we expanded into mid-funnel category terms where Pabau had room to grow. On AI search, we reverse-engineered the sources LLMs pull from when a buyer asks for practice management software recommendations. That meant getting Pabau cited across the right Reddit threads, review aggregators, comparison blogs, and third-party articles — everywhere AI models look to form an answer. Since LLMs pull heavily from what ranks on Google, both channels reinforced each other.
Content Creation
Initially, the strategy focused heavily on commercial and bottom-funnel keywords. As results came in, Pabau made a deliberate decision to scale content production and invest more aggressively in top-of-funnel coverage. This included creating clinical reference content, templates, diagnosis code resources, and educational content designed for clinic operators actively looking for answers online. At the same time, we expanded keyword coverage across the entire funnel. This meant targeting:
- Top-funnel educational searches
- Mid-funnel problem-aware keywords
- Bottom-funnel commercial terms
- New clinic verticals and specialties
AI Search
Pabau had already identified AI search as a major opportunity before partnering with Scalerrs. Our focus was helping them scale that visibility across a much larger set of prompts and topics. Soon Pabau became the highest-cited domain across tracked AI search prompts. The brand consistently appears in AI-generated answers and comparison queries ahead of major competitors like Zenoti, Vagaro, and Boulevard. The impact extended beyond visibility. Pabau generated more than 4,000 referral visits directly from AI search platforms, while self-attribution data showed AI search becoming one of their largest acquisition channels. Today, 33% of self-attributed leads report discovering Pabau through AI search. For comparison, Google drives 32% as well.
Reddit became another important component of the strategy. Many of the discussions happening around clinic software, practice management, medical spas, and healthcare operations were already ranking highly in Google and frequently appearing in AI search results. We identified relevant conversations and helped position Pabau within those discussions using a value-first approach.
Link Building
To strengthen Pabau's most important pages, we built links from relevant, high-authority websites.
Results
In 8 months, Pabau saw:
- 33% AI-attributed pipeline
- Increase in organic traffic from 21,900 to 75,300
- 71% increase in traffic value
- 70,700 monthly traffic value
- #1 cited domain ahead of Zenoti, Vagaro, Boulevard
- 13,179 AI citations in 3 months
33%
13,179
21,900 to 75,300
What our clients say about us
Stop guessing, and start driving revenue from your SEO channel predictably by targeting key pain points at different stages of your customer journey.
60%
312K
We mainly targeted BOFU and captured a high volume of traffic. In the last 7-8 months, we saw a 60% increase in traffic, which is, of course, a great number.
9,000 to 29,000
733%
"We got to 29,000 clicks per month. That's a 3x increase in just 4-5 months. Signups are up 125% year over year. It's an investment that pays off across the funnel."
76+
3x
Our organic search has about 3x since September when we started working with Scalerrs. And it's not just the branded keyword that saw an uptick. Our non-branded keywords high volume keywords have also really grown.
400K+
30%
We can confidently say about 30% of our pipeline comes from SEO & AEO. We also got over 300K in pipeline from SEO for no additional work and it is compounding month over month.
68.25%
37.41%
"Our SEO channel has grown MoM in traffic and sign ups... The team is very thorough, deliver on time, follow up clearly, communicate well, and are very responsive. Overall the team is very invested in our growth”
136%
166%
"The results have frankly been quite shocking... the impact made was much quicker than what we expected initially... we couldn't be happier with the partnership"
200%
14.2K
We've seen a huge shift in our organic traffic growth. Over the time that we've been working together, it's probably been a 200% uplift in clicks. This is really meaningful because we're positioning ourselves is quite a niche vertical.
330%
180%
“Keywords in position 1-3 have grown from ~100 to 600 in 18 months. We've seen significant traffic growth (3-5x) and more qualified leads from SEO than we were seeing previously. We're very pleased with these results... Scalerrs are also very revenue-oriented compared to other agencies I've come across.”
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"We've seen significant traffic growth and citations in LLMs (3-5x). We're seeing more qualified leads from AI search & SEO than ever. We're very pleased with these results... Scalerrs are also very revenue-oriented compared to other AEO agencies I've come across.”
"I can confidently say about 30% of our pipeline comes from AEO/SEO and AI search. In the last month we got over $300K in pipeline just from AEO/SEO for really no additional work."
"With the help of Scalerrs, we got Cited in Google AI Overviews for our most important terms. Seems unreal, especially cause we compete with big players like Square, Shopify, and Lightspeed."
"I like how the team approached Reddit. they were really looking to build good content for the community. And now, when an inbound lead comes, they say they heard about us on Reddit"
"All of our inbound demo requests from organic social come from Reddit. Thanks to Reddit, SEO & AEO, we doubled our pipeline from $740K to $1.5M in 1 year"
"In the last 6 months, we’re seeing a lot of referrals coming from organic AI search. I can confidently recommend you to any SaaS company who wants to show up in AI search"
"We got to 29,000 clicks per month. That's a 3x increase in really just four or five months. Signups are up 125% year over year. It's an investment that pays off across the funnel."
"The quality of the blog content that has been produced has been great. The team is really good at taking on our feedback, and the longer we work together, that keeps getting better every month. It's been really good to work with a hands-on, strategic and results-focused agency."
