Company
Oxbillboards
Industry
Advertising / Billboard
Worked With
Oxbillboards Leadership Team
Service(s)
SEO Strategy, Content Marketing, Digital PR
Oxbillboards Overview
Oxbillboards is Nigeria's leading billboard advertising agency, helping brands book premium outdoor advertising spaces across Lagos and major Nigerian cities. Despite being a market leader offline, their digital presence didn't reflect that dominance and competitors were outranking them for the searches their clients were making every day.
We were brought in to make their online presence as strong as their offline reputation.
The Challenge
What We Were Solving
Oxbillboards was the go-to agency for outdoor advertising in Nigeria but you wouldn't know it from their search rankings. Competitors with smaller market share were ranking above them for high-intent billboard advertising searches simply because they had invested in SEO earlier.
The category presents a unique challenge: most searches are location-specific and high intent, buyers searching for billboard spaces in Lagos, Abuja or Port Harcourt are ready to book. Being invisible in those searches meant losing clients to less qualified competitors before the conversation even started.
Our Approach
How We Approached It
We started with a full keyword audit of billboard advertising search behaviour in Nigeria, mapping every city, location type and format that Oxbillboards covered to actual search queries. The opportunity was substantial: thousands of monthly searches for billboard advertising with almost no competition from established publishers.
We built a content architecture of location-specific landing pages covering every major market and advertising format Oxbillboards operated in. Simultaneously, we produced editorial content targeting the questions brands ask when planning outdoor campaigns. A Digital PR campaign earned Oxbillboards coverage in Nigerian business and marketing publications, building the domain authority needed to compete.
The Results
What We Achieved
Within 8 months, Oxbillboards ranked number one for the primary billboard advertising keywords across their key markets. Organic traffic grew by 2,100% from baseline. The website became their primary inbound lead channel, with qualified advertisers finding them through search and converting at a significantly higher rate than outbound leads.
The organic channel now generates more qualified inquiries per month than their entire previous outbound effort combined.
Key Takeaway
Market leadership offline does not translate automatically to search visibility. For service businesses in specialised categories, a focused SEO strategy that maps every service variant and location to real search demand can establish dominant search positions quickly and create a compounding inbound channel that grows without ongoing media spend.