Ultra LEDs SEO and PPC Case Study: 109% More Organic Revenue

Ultra LEDs had a strong B2B business and wanted to reach consumers as well, across both organic and paid search. Running the two channels together meant each one could tell us what the other should be doing.

Ultra LEDs is a UK LED lighting retailer supplying trade customers and consumers, with a range covering bulbs, fittings, strip lighting and commercial installations.

Industry

Retail

Services

Integrated Search

The Challenge

One site, two very different audiences

Ultra LEDs had built a solid B2B trade business selling LED lighting. The opportunity was consumer, and the two audiences behave nothing alike: different search terms, different research patterns, different reasons to buy.

They wanted growth in both without one cannibalising the other, across organic search and PPC. Running those channels separately would have meant two sets of assumptions about which products mattered, and no way to check either against real sales data.

Organic Priorities Set By Paid Data
Aligned Landing Page Content
CTAs In SEO Metadata
CRO Improvements
Mid-Funnel Remarketing
Customer Match Campaigns

%

increase in organic revenue

%

increase in organic traffic

%

increase in ROAS

Our Approach

One Strategy, Informed By Real Sales Data

We audited both channels, then used each to inform the other. Paid search knew which products actually converted, so that decided the organic priorities rather than keyword volume.

Organic Priorities Set By Paid Data

Sales data from the PPC account told us which categories and products converted best. We prioritised getting those ranking organically, working from proven conversion potential rather than search volume estimates.

Aligned Landing Page Content

The ad copy that performed best in paid was published on the associated landing pages, so the message that won the click was the one waiting on arrival.

CTAs In SEO Metadata

The best-performing calls to action from the PPC account went into meta descriptions. Tested ad copy is better than untested meta copy, and it gave the brand one consistent message across the whole results page.

CRO Improvements

We recommended and implemented conversion fixes including a checkout prompt and moving product information above the fold: improvements that benefited traffic from both channels equally.

Mid-Funnel Remarketing

We published mid-funnel content around LED bulbs and lighting, then remarketed to the organic visitors who landed on it. Organic content became a paid audience-building exercise as well as a ranking one.

Customer Match Campaigns

CRM data built Customer Match campaigns segmented by cohort: engaged non-customers, lapsed customers and frequent purchasers, each worth a different message and a different bid.

Let's Work Together

Gareth Hoyle

Managing Director

The Results

Both channels were better than either would have been alone

Both channels moved at once, because both were working from the same information. The ROAS gain came from paid spend concentrating on what was proven to convert, while organic went after the same products for free.

Knowing which products converted before committing months of organic effort to them is the practical advantage of running both channels under one strategy. Paid search bought that knowledge in weeks; organic then went after it.

%

increase in organic revenue

%

increase in organic traffic

%

increase in ROAS

Hear It From The Client

“The combined knowledge of the SEO and PPC specialists at Marketing Signals helped us to really make an impact on the consumer market online, something we hadn’t achieved previously. We also managed to obtain a number of large B2B customers as well as increasing the spend from our existing customers.”

TR

Tom Ralston

Founder

Featured Work