What BOFI Wanted
Following our previous success of £98,500 revenue from Google Ads for BOFI, we aimed to push their ecommerce performance even further by unlocking hidden revenue streams within their existing product catalogue. Their primary objective was to scale campaign revenue whilst driving up efficiency, ensuring that every pound spent on advertising yielded a significantly higher return.
Category vs product
BOFI already ranked well organically at the category level. However, individual products within those categories were losing out on visibility.
Visibility challenge:
Because users were entering the site at the broad category level rather than landing directly on specific items, the buyer journey was unnecessarily long. Products that failed to secure the top organic spot on search engine results pages (SERPs) were effectively invisible, starving them of traffic.
Conversion challenge:
Items with massive sales potential but lacking historical conversion data were being deprioritised by automated bidding algorithms. This created a stagnant cycle where under-exposed products remained hidden.
Our core challenge was to reconstruct the existing, high-performing campaigns to distribute budget more intelligently, shorten the user purchase journey, and boost individual product visibility without diluting profitability.
