From Hacked to Lead Engine: How We Rebuilt Pure Bean’s Digital Presence

Pure Bean supplies coffee machines and specialty beans to offices and workplaces across Australia. Machine hire, installation, servicing, fresh bean delivery. The kind of business where a missed enquiry isn’t just a missed sale. It’s a missed customer relationship that could have lasted years.

In April 2025, they called us under pressure. Their website had been hacked.

The site was compromised. Hosting was unstable. And while the problem persisted, the business had no reliable way to take enquiries. Every hour the site stayed broken, leads were walking out the door.

And it gets worse. A hacked site left live long enough starts attracting Google’s attention for all the wrong reasons. Blacklisting. Security warnings next to your name in search results. Ranking drops that take months to claw back. The clock wasn’t just ticking on lost leads. It was ticking on years of accumulated search equity.

Fixed. The Same Day.

We cleaned the site and moved it to stable, managed hosting the same day.

No downtime. No lost leads. No security warnings. The domain’s search standing was protected at exactly the moment most businesses would have taken a hit they’d spend the next six months recovering from.

That speed isn’t luck. It’s what happens when your agency has senior developers in-house who can drop everything and act. A hack at 9am shouldn’t still be a hack at 5pm.

But here’s the thing about emergencies. They get you in the door. Then you start looking around. And what we found inside Pure Bean’s digital setup was a quieter problem, one that had been silently costing them for years.

The Problem Under the Problem

Pure Bean had been running Google Ads for a long time. Clicks, spend, reported conversions. The numbers were all there. On paper, the account looked busy and productive.

It wasn’t. Not in any way you could prove.

The conversion tracking was counting every page view as a conversion. Every. Single. One.

Someone lands on the homepage? Conversion. Clicks through to the beans page? Conversion. Bounces after four seconds? Also a conversion.

The reported numbers looked spectacular. At points, the account appeared to be “converting” at over 20%. But none of it meant anything. The real enquiries, the actual phone calls and form submissions from office managers who wanted a coffee machine installed, were buried under thousands of junk data points.

Here’s why that matters more than it sounds. Google’s bidding algorithms optimise toward whatever you tell them a conversion is. Tell Google a page view is a conversion, and it will happily spend your budget chasing page views. Cheap, plentiful, worthless page views. Meanwhile, the campaigns that might actually generate enquiries get starved.

The result? Years of spend with no clear line of sight to a single real lead. No way to know which campaigns worked. No foundation to build anything on.

So before we touched a bid, a keyword, or a budget, we fixed that.

Step One: Rebuild the Tracking from Scratch

We stripped out everything that wasn’t a real business action and replaced it with two clean, verified conversion actions:

• Lead form submissions
• Phone calls (tracked through WildJar call tracking)

That’s it. Nothing inflated. Nothing ambiguous. If it didn’t represent a genuine enquiry from a real person, it wasn’t counted.

This is the unglamorous part of the work. It’s also the part most agencies skip because clean tracking doesn’t make for an exciting first-month report. It actually makes the numbers look worse, because suddenly you’re reporting 150 real enquiries instead of 4,000 fake ones.

But it’s the only honest starting point. You can’t optimise what you can’t measure. From May 2025 onward, every number in Pure Bean’s account was real. Which meant we could finally get to work.

Step Two: SEO Built Around Local Intent

Pure Bean’s business is local by nature. An office manager in Sydney searching for coffee machine hire isn’t browsing. They want a supplier nearby. One they can call who’ll install the machine without a logistics headache and come out when it needs servicing. The same is true in Brisbane, Melbourne, Newcastle, Canberra and the Central Coast.

When we audited the site, the organic picture was modest. Around 538 visits a month from search. And most of that traffic came from informational content. Coffee trivia. Drink guides. Coffee culture articles. Nice to have, but none of it puts a machine in an office.

The commercial keywords that actually drive enquiries? Either buried deep in the results or not ranking at all.

So our SEO team rebuilt the keyword and content architecture around buying intent:

• Location-specific pages for each service region, built on proven local SEO principles
• Optimised commercial pages targeting the hire and rental terms people actually search for
• A clean technical foundation, building on the hosting migration and security clean-up from month one, so the site could earn rankings instead of fighting its own infrastructure

We set up position tracking across 32 commercial keywords from day one. Geo-modified hire and rental terms. The searches that come from businesses actively looking for a solution, not browsers reading about coffee.

Step Three: Rebuild Google Ads on the Clean Foundation

With tracking verified and real data flowing, our Google Ads team restructured the account around the same principle: quality over volume.

We rebuilt campaigns around the intent signals that mattered; people actively looking for coffee equipment, servicing, or supply for their business, and cut the volume-for-volume’s-sake targeting that had been burning budget without results.

Then we let the data do its job. Bid strategies, ad copy, keyword focus and budget allocation all became decisions rooted in real lead outcomes, not inflated platform metrics. For the first time in the account’s history, Google’s algorithms were optimising toward actual customers.dn’t break when we scaled it. That’s the difference between a one-off win and a methodology.

The Results

Organic search: 174% traffic growth and seven #1 rankings

Over fourteen months, monthly organic traffic grew by an 174%. The number of keywords Pure Bean ranks for climbed up by 45%. Domain authority improved sharply over the same period, reflecting consistent on-page work, new content earning rankings, and the technical clean-up from month one.

But the headline is what happened on the commercial terms:

Several of these terms weren’t ranking at all when we started.

“Hire a coffee machine”, a national term with 170 monthly searches, went from nowhere to position 1. “Coffee machine hire Brisbane” sat at position 7 in April 2025 and has held the top one or two positions since January 2026. Sydney commercial terms like “office coffee machines Sydney” broke onto the first page in early 2026 as the location page work took effect.

These aren’t vanity rankings. They’re the exact searches an office manager types when they’re ready to pick up the phone.

Google Ads: a verified lead engine

Over 13 months of verified tracking (May 2025 – May 2026), the rebuilt account delivered:

For a B2B coffee equipment business, phone calls are the lifeblood of new customer relationships. Over 1,500 verified calls in 13 months, is a steady pipeline of warm inbound prospects arriving every single week.

The number that tells the real story: conversion rate

Volume is one thing. Efficiency is the better signal. As the campaigns matured on a clean tracking foundation, the conversion rate climbed steadily:

From launch to today, the conversion rate has more than doubled. The same clicks now generate over twice as many enquiries as when we started. That’s not a bigger budget at work. That’s an account getting genuinely better, month after month, because every optimisation decision was made on real data.

The Honest Version

This case study isn’t built on a dramatic year-on-year growth percentage. It can’t be. The years of data before May 2025 weren’t usable, because the old tracking counted page views as conversions. There’s no reliable “before” to compare against.

What there is instead is a documented story of walking in during a crisis, fixing the emergency the same day, finding the deeper problem nobody had spotted, fixing that properly, and then building something real on top of it.

Today, Pure Bean has something it never had before: first-page dominance on the searches that matter, 150+ verified enquiries arriving every month, and a digital setup where every number can be trusted.

That’s the work. The abundance of verified enquiries are what it looks like when the foundation is right.

Is your tracking telling you the truth?

If you can’t say with confidence what your ad spend actually generates, that’s the first problem to fix. Talk to our team about a free audit — we’ll show you exactly what’s real in your account, and what isn’t.