Checkin more than doubled Google Ads conversions and tripled their AI visibility with m51.ai
Checkin runs marketing in three countries and four languages with a small team. With m51.ai they tripled their AI visibility in one quarter, and more than doubled conversions on Google Ads.
We got an overview of our AI visibility and a recipe for how to triple it in 90 days.
AI visibility is the newest discipline in marketing, and most Norwegian companies still don’t have it on the agenda. Checkin put it at the top.
The company operates in Norway, Denmark and Sweden, with websites in four languages, and a marketing team that has to cover everything from technical SEO to paid channels. Erik Reijrink set aside 90 days, defined a benchmark, and went to work systematically with m51.ai.
The result: AI visibility tripled, across all AI models.
- AI visibility: 3× in 90 days
- Conversions on Google Ads: more than doubled
- Cost per conversion: substantially lower per new lead
- Marketing department: 2 people · 3 countries · 4 languages
About Checkin
Checkin provides registration, payment and accounting reporting for events: conferences, courses and festivals. The system covers the entire chain from registration and payment to invoicing and a finished accounting report, and the organizer pays per ticket sold instead of a monthly licence. More than 4,000 organizers use it, and the company operates in Norway, Sweden and Denmark with a website in four languages.
The marketing department is two people: Erik Reijrink, who handles the technical side, and head of marketing Camilla Reinhardsen.
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The insight came with the recipe
What Erik highlights is not that the system told them where they stood. It is that it told them exactly what to do about it.
The AI Visibility Agent delivered the checklist. Nova became the sparring partner for the details: what should go into the llms.txt file, which schema markup belonged on which page types, how the FAQ content had to be built to be read by both people and models. All of it carried out in four languages.
That was what we found so satisfying — that m51.ai gave us that structure, and a very clear recipe for how to do it.
The level is now maintained with AI Visibility as a live dashboard.
Same method, new channel
Once the AI visibility was in place, Erik took the same approach to Google Ads: find the number that is too weak, ask for a recipe, execute.
There, it was landing page relevance that scored too low. Erik put the observation to Nova roughly the way he would have said it to a colleague:
We can see that the landing page relevance score is too low. Could you create a task for it, and look at how we can improve it?
Nova went through the landing pages, weeded out what was already in place, and pointed to the changes that actually move the score. Not a generic checklist, but concrete changes to these exact pages.
The effect arrived where it matters: more than twice as many conversions, at a lower cost per conversion. Checkin pays substantially less for every new lead today than they did before.
A system that explains itself
Erik works in fixed blocks through the week, one channel per block. Every task comes with a time estimate, so he knows whether something takes an hour or two days before he starts, and can plan his day accordingly. The order is suggested for him; what fits that particular week, he decides himself.
That is also how the platform is meant to be used. The agents know the data, Erik knows Checkin. And the more of that context he gives them, the sharper the recommendation gets. It is a dialogue, not a printout.
If the recommendation is too general, we give it our context, and it comes back with something that is very much tailored to what we need.
Every task also comes with a rationale. Erik is not just told what to do, but what the issue is, why it matters, and how to go about it. It is the difference between a list to tick off and a plan to work from. That is the difference he points to when describing what m51.ai does to his workday: structure, overview and a clear direction to work in.
It gives you peace of mind. You can relax a little, and that is what feels so good.
| Habit | In practice |
|---|---|
| One agent at a time | “You can’t put all the agents to use at once. One at a time, until it is part of the routine.” SEO first, then AI Visibility, then PPC. |
| Fixed blocks in the week | “Monday, Tuesday and Thursday each have their own channel.” One block per channel, so he avoids switching context in the middle of a task. |
| Sets his own order | The system suggests the priorities. Erik weighs them against his week, and sometimes takes the shortest task first. |
| Gives the agent context | If the advice is generic, he explains what is specific about Checkin and gets a sharpened recommendation back. |
| Asks for a status update | Checks whether the previous change actually worked before moving on to the next. |
| Uses it as a control surface | Once something is in place, the agent keeps watch that it stays that way. |
Who it is built for
Erik describes the team he recognizes himself in:
A marketing team that isn’t that big: two, three, maybe up to six marketers who want to deliver more with the same team, the same budget. Because then they can become more of a specialist in the different parts of what they work on.
The point is not the number of heads, but how far each of them reaches. A small team uses m51.ai to cover more channels than they would otherwise have capacity for. A larger team uses it for the opposite: to let the specialists go deeper into their own field, because analysis, prioritization and follow-up are already taken care of. It is the same mechanic both ways: more delivered per marketer.
17 specialized agents, Norwegian-language support, and a platform that makes your team bigger without making it larger.
About m51.ai
m51.ai is an AI operating system for marketing teams. The agents connect to your data in GA4, Google Ads, Meta Ads, Search Console and HubSpot, and give you tasks with a rationale, progress and an estimate of the workload, gathered in one place.
You don’t have to adopt everything at once. Checkin started with a single agent.
Want to know how visible your business is when someone asks an AI? We run a review of your AI visibility across the models, and show you the recipe for lifting it.
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