How Pabau saw 33% AI-attributed pipeline and became the #1 cited brand in AI search

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.

Along with their internal team, we created clinical reference content, templates, diagnosis code resources, and educational content designed for clinic operators actively looking for answers online.

The team invested heavily in AI systems to help scale faster and move into new verticals.

At the same time, we expanded keyword coverage across the entire funnel.

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This meant targeting:

• Top-funnel educational searches
• Mid-funnel problem-aware keywords
• Bottom-funnel commercial terms
• New clinic verticals and specialties

Some blogs we wrote for Pabau:

• How to Start a Weight Loss Clinic in 2026: Step-by-Step Guide
• 10 Med spa package ideas you can steal
• 5 Best practices for patient scheduling and appointment management
• Best 5 ways to collect patient feedback
• How to create a med spa service menu that retains clients
• Best healthcare payroll software for clinics and practices (2026)

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

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
• #1 AI visibility across tracked prompts