E-commerce Scale Up

This e-commerce brand had been running Google Ads for over a year with inconsistent results. Their account structure was flat: a handful of broad campaigns with no separation between funnel stages, no negative keyword strategy, and smart bidding activated without enough conversion data to support it. ROAS was volatile month to month, and the team had no clear view of which products or audiences were actually driving profit.

On the SEO side, the site had accumulated hundreds of thin product pages with near-identical copy, cannibalising each other in search and generating minimal organic traffic. There was no content strategy, no internal linking structure, and no schema markup.

We started with a full audit of the Google Ads account and rebuilt the campaign structure from scratch. Brand, high-intent non-brand, and mid-funnel queries were separated into dedicated campaigns with individual budgets and bidding strategies. We introduced a strict negative keyword protocol and paused broad match across all commercial campaigns until conversion data was sufficient for smart bidding.

In parallel, we ran a technical SEO audit and resolved the duplicate content issues by consolidating thin pages and implementing canonical tags. We built a content hub around the brand's three core product categories, each with a pillar page and a cluster of supporting articles targeting commercial and informational intent. Internal linking was restructured to channel authority toward the highest-value category pages.

Landing page testing ran throughout the engagement. We tested headline variants, social proof placement, and CTA copy across the top five product pages, using GA4 events to measure micro-conversion improvements at each step of the funnel.