SEO and Paid Media Case Study Driving 72% YoY Growth

Overall revenue increased by 72% year-on-year

‍

NET ROAS of 6.9 (minus agency fees)

Sessions increased 94% YoT

Challenge

Performance had plateaued.

Organic search was static. Rankings existed, but they were not compounding into growth. Visibility was there, but it was not driving meaningful commercial impact.

Paid media told a more positive story on the surface. Meta and Google Ads were generating sales, but performance was flat beneath that. Costs were rising, conversion rates were softening, and growth was being maintained rather than scaled.

The business was leaning too heavily on paid. Organic was underutilised. Neither channel was working as part of a cohesive system.

‍

Solution

We approached the problem holistically.

We aligned paid and organic around proven buyer intent. Over 12 months of paid search data, covering more than 39,000 queries, was mapped against organic performance to identify where high-converting demand was being missed.

Three priorities followed.

Unlock existing organic value.

High-ranking pages with low click-through rates were reworked. Messaging was aligned with proven paid conversion data to capture missed demand without creating new content.

Build content around conversion.

SEO strategy was driven by what users were already buying. High-intent areas such as decaf, espresso, and niche product attributes were prioritised because they were already converting in paid campaigns.

Then, we refocused paid media for efficiency and scale.

Spend was reallocated away from terms already captured organically. Meta campaigns were structured to drive acquisition and retarget high-intent users. Google Ads was refined to address inefficiencies and remove barriers to scale.

‍

Results

Overall revenue increased by 72% year-on-year, supported by a 73% increase in orders and a 94% increase in sessions.

Conversion rate improved by 6%, while returning customer rate rose by 7%, indicating stronger customer quality and retention.

Organic search became a primary growth driver.

Meta Ads contributed to a significant volume of sales on a low budget, with performance concentrated on Facebook due to current spend allocation. Instagram is now being isolated as a growth opportunity.

Google Ads continues to deliver strong returns, achieving a return on ad spend of approximately 6.9x AFTER agency fees - we call this NET ROAS

Users reaching checkout increased by 288%, indicating stronger purchase readiness.

The subscriber base grew by 8% month-on-month, while subscription revenue increased by 163% year-on-year, reinforcing a growing recurring revenue model.

‍