Case studies / Jenpharm
Jenpharm: how organic search became the largest source of purchasers
AdCrowd rebuilt a Pakistani skincare brand's product and category pages around the way customers search. Organic-attributed purchase revenue grew 125% year over year to date, and average Google position moved from 26.5 to 5.3.
Where Jenpharm started
Jenpharm already had traffic, brand recognition and products people searched for by name. Organic search was not behaving like a sales channel.
- Buying keywords sat on pages two and three: product names, "price in pakistan" queries and ingredient terms ranked where click-through collapses. Demand existed, and the click was lost at the results page.
- Pages did not match how people search: customers searched by brand, by product, by problem ("hair fall", "acne", "brightening") and by price. Product and category pages were not written for those searches.
- Authority was spread thin: technical and internal-linking problems diluted it across hundreds of product URLs.
- Nobody could see whether SEO produced customers: there was no clean attribution from organic search to purchases, so the team saw sessions, not buyers.
What we changed
The brief was to stop optimizing for visibility and start optimizing for purchasers. Five workstreams ran together.
Product-led SEO
We started from the catalogue, not blog topics. Every SKU was mapped to the queries that already carried buying intent: product name, brand plus product, "price in pakistan" variations, problem-led and ingredient-led terms.
Commercial keyword mapping
Keywords were split into informational, navigational and transactional. Transactional and bottom-of-funnel terms went first, because a ranking gain there turns into revenue rather than sessions.
Product and category pages
We rewrote and restructured key product and category pages: proper H1s, clear product naming, benefits framed as customers describe their problems, structured content blocks, schema, clean images and metadata.
Intent-matched page types
A "price in pakistan" query gets a product page with the price visible. "Mandelic acid face wash" gets an ingredient-led product page. "Hair fall" gets a category entry point. One template was not forced across the catalogue.
Technical cleanup and linking
Crawl issues, indexation waste and weak links between related products and categories were fixed in the background, with a category to subcategory to product linking structure, schema and metadata on product templates.
Paid and organic together
Paid campaigns on generic queries such as "best sunblock in Pakistan" and "moisturizer for dry skin Pakistan" gave early keyword positioning while the SEO rebuild matured. We kept ad and web copy aligned with Jenpharm's in-house marketing team.
Product keywords we prioritized
- anagrow shampoo price in pakistan
- dermive moisturizer
- mandelac face wash price in pakistan
- jenpharm sunblock
- dermive oil free moisturizer
- maxdif face wash price in pakistan
- spectra matt sunblock price in pakistan
- anagrow hair serum
- mandelic acid face wash
- dermive sensitive moisturizer
Generic keywords now on page one
Beyond product names, Jenpharm now ranks on page one of Google for the broad, non-brand searches where new customers start:
- best face wash
- best moisturizer
- best whitening cream
- best sunblock
- best anti hair fall shampoo
- rosemary oil
What the numbers show
Rankings moved from where clicks collapse to where clicks happen, and the GA4 numbers show the move paid off in purchases.
Average position in Google Search, whole site
The orange zone is page one. Source: Google Search Console, 31 Jan to 14 May, 2026 vs 2025.
Average position, skincare query set (moisturizer, facewash, sunscreen, acne, brightening, hair care terms)
| Metric | Change | Source and period |
|---|---|---|
| Organic-attributed purchase revenue | +125% year over year (3.48x, latest 90 days vs first active 90 days) | GA4 |
| Organic purchasers | +140% (6.31x) | GA4 |
| Organic first-time purchasers | +245% (5.01x) | GA4 |
| Share of tracked purchase revenue | More than half came from organic search, the largest purchaser-acquisition channel in the period | GA4 |
| Google Search clicks | About +24% (280K to 347K) | Search Console, 31 Jan to 14 May |
| Impressions | About +12% (5.6M to 6.29M) | Search Console, same dates |
What sold through search
Rankings only matter if they land on pages that sell. Organic visitors reached the Anagrow Anti Hair Fall Shampoo, Dermive Oil Free, MandelAC Facewash, the Sun Protection collection, Spectra Block, Maxdif Skin Brightening Facewash and more. The products converting through organic in the period were spread across the range:
- Dermive Oil Free Moisturizer
- MandelAC Facewash
- Maxdif Facewash
- Spectra Block Max 100
- Anagrow Shampoo
- Maxdif Brightening Cream
- Dermive Sensitive Moisturizer
- Anagrow Hair Serum
- Brightening Coffee Soap
- Maxdif Brightening Serum
- MandelAC Serum
- NiaRonic Serum
- Skin Rescue Mist
Growth was not concentrated in one hero product, which is the healthier shape for a long-term SEO program.
What it changed for the business
Organic became a measurable channel
SEO now produces tracked purchasers, with GA4-attributed numbers leadership can plan against, instead of sessions with no owner.
New customers grew faster than revenue
First-time purchasers grew 245% against 125% revenue growth, which shows organic search bringing in people who had not bought before. That is the leading indicator for repeat revenue.
Commercial queries moved to where they convert
With average position at 5.3, the catalogue sits on the part of the results page where clicks happen. Page-three rankings convert at near zero.
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Method. Search Console compares 31 Jan to 14 May 2026 with the same dates in 2025. GA4 figures are year over year to date, and the 3.48x, 6.31x and 5.01x multiples compare the latest 90 days with the first active 90 days. Revenue values are not disclosed for client confidentiality. Results depend on the starting point and do not predict future outcomes.
Written and reviewed by Asad Haroon, Founder, AdCrowd. Last updated October 2026.