Just on this, you haven't included any Google search results in...

Just on this, you haven't included any Google search results in your photo. All of those links are Ads bumped to the top of the queue, the search results will be below. 9SP's Google ad spend/strategy and 9SP's SEO are two different topics, best not to confuse the two.

That said, as pointed out, their SEO isn't strong, nor is their website copy particularly clear at first glance about what the org does and the value it brings its users.

It's concerning as the model here is to get a clip of the ticket on the pass-through, so for revenue to expand significantly the app needs to gain market-share and be readily found and used