Case study: funeral home

Funeral home in Brasília: 74 WhatsApp inquiries in the first 90 days of a new website

An established funeral home in Brazil’s Federal District, with no website of its own, got a new site and manually managed Google Ads. In its first 90 days, the account logged 197 sessions, 61 organic clicks, and 74 WhatsApp inquiries, starting from zero.

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  • Google Partner
  • Hostinger Partner
  • Founded in Brazil, working remotely

In short

What happened in this case?

  • Inquiries: 74 through WhatsApp in the first 90 days of the new website.
  • Organic search: 61 clicks and 2,943 impressions, on a domain that started from zero.
  • Traffic: from 15 to 197 sessions in the quarter.
  • What PHN did: a new website built to PHN’s standard, a Google Business Profile, and manually managed Google Ads.

A funeral home in Brasília, Brazil, has been a PHN client since mid-2026. With a new website and Google Ads under a weekly hands-on review, the account recorded 74 WhatsApp inquiries, 61 organic clicks, and 197 sessions in its first 90 days, according to Google Search Console and Google Analytics data pulled on October 27, 2026.

Context

Where did the funeral home start?

A funeral home with its own facilities in the Federal District and years of service, but no website and no presence in search: people who needed the service, often in the middle of the night and under pressure, found competitors and call centers instead. In the 90 days before the project, the new domain had 15 sessions and 49 impressions on Google.

01

In a market where the decision is immediate and the first contact happens on WhatsApp, the website had to be clear in seconds: what the funeral home does, where it serves, and how to reach someone now. Google Ads came in to cover search while organic results matured.

What PHN did

What did PHN do in this case?

01

A new website built to PHN’s standard

Pages by service and by area of the Federal District, direct copy for people who need to act now, and a WhatsApp button on every page.

02

Google Business Profile

A listing reviewed and aligned with the website, with services, service area, and hours.

03

Hands-on Google Ads management

Search campaigns in the area, with a weekly review of search terms, ad schedules, and negative keywords, in an ad account in the funeral home’s own name.

04

Measurement

WhatsApp and phone clicks tracked in Google Analytics from day one; a monthly report by channel.

The numbers

What do the numbers show?

Anonymous case study; the client’s name is withheld under a confidentiality agreement. This is a Brazilian company. Numbers pulled from Google Search Console and Google Analytics 4 in the client’s own account on October 27, 2026: the last 90 days against the previous 90, or against the same period in 2025. One account’s result does not carry over to another: every market has its own competition and its own pace.

Website inquiries

74

WhatsApp clicks in the first 90 days

  • 0 the quarter before (there was no website)
  • 1 call from the phone number on the site
  • tracked in Google Analytics

Organic search

61

organic clicks for a new domain

  • 2,943 impressions on Google
  • 49 impressions in the previous 90 days
  • average position of 7.1 on the searches where it already appears

Website traffic

197

sessions in the quarter

  • 15 the quarter before
  • 171 users
  • most arriving through ads and local search

How to read it

How should you read these numbers?

This account started from zero, so the numbers are small in absolute terms and large in proportion. The figure that matters is the ratio of sessions to inquiries: 197 sessions and 74 WhatsApp clicks show that the people reaching the site need the service and act on it. Organic search, with 61 clicks over 90 days, is still the start of the curve.

What the numbers don’t tell you: how many services were arranged. That stays with the funeral home. PHN gets the business found by the people who need it, at the moment they need it.

Frequently asked questions

Questions about this case study

An established funeral home in Brazil’s Federal District, with its own facilities, serving Brasília and the surrounding area. Its name is withheld under the terms of the contract.
Because the website is new: before it, there was no data to compare. PHN publishes the period the account covers, without projecting ahead.
Most of the traffic to a new account arrives through Google Ads and local search. Google Search Console shows 61 organic clicks in the period; the 74 inquiries include every source measured in Google Analytics.
The method does; the numbers don’t. City, competition, budget, and service hours all shape the result. PHN does not promise to repeat these numbers in another account.
With the client’s permission, yes. During a marketing consultation, PHN checks with the client and, if they agree, introduces you and has Pablo walk you through the account data.

Further reading

Related reading

Pablo Negri, founder of PHN

By Pablo Negri, founder and technical lead at PHN

A funeral home found by people who need help right now

Pablo Negri has run PHN since 2018 and personally works with PHN’s clients. PHN has served more than 200 companies, and Pablo holds active Google Ads and Google Analytics certifications. Learn more about PHN or reach Pablo directly at pablo@phnseo.com or on WhatsApp, +55 11 96154-7083.

Updated

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