+67% organic leads.

instacar is one of the best-known mobility brands in Greece and offers cars on leasing. Content in the sector is usually technical: terms, monthly fees, packages and comparison tables.

Yet users rarely start from 'car leasing'. They start from a need: a safe car for the family, flexibility in the city, a car for work, or the question of whether buying, renting or leasing suits them best.

If the brand only appears once someone has already decided, it misses the whole moment the decision takes shape and plays only in the price comparison.

The challenge was to get instacar into those first questions, before users search for the brand, and make it not just a provider but an adviser on the decision.

Instead of keyword lists, we grouped thousands of searches by intent, decision stage and the worries behind each one. We called the method Predictive Scenariography.

The groups became scenarios with people: a family looking for a safe SUV, a city dweller who wants flexibility without commitment, a freelancer who needs a car for work.

Analysis in BigQuery linked concepts like SUV, maintenance, tax and cost to real uses, and structured data made the content understandable to AI tools' answers too.

Log file analysis showed where Google was wasting time. Once fixed, new pages were indexed much faster, so the content reached users sooner.