Thrive Services Used
Search Engine
Optimization (SEO)
Pay-Per-Click (PPC)
Advertising
Conversion
Rate Optimization
(CRO) Audit
Project Overview
A specialty retailer of cake decorations and baking supplies partnered with Thrive Internet Marketing Agency to unlock untapped growth potential. After acquiring the business, the owner recognized room for improvement in visibility and revenue but needed expert guidance to begin scaling operations effectively.
Thrive implemented a dual-focus strategy combining SEO and PPC, supported with a comprehensive CRO audit. These efforts delivered immediate improvements in paid ad performance and drove sustained organic growth.
Google Ads campaigns were refined for greater efficiency, category-level content was expanded to capture broader keyword reach and CRO enhancements were executed to remove barriers to conversion. As a direct outcome of this work, Google Ads revenue climbed to $146,139 while cost-per-click dropped by 34%, significantly boosting overall ad efficiency.
The Results
$146,139
Google Ads Revenue
-34%
Cost-Per-Click
-7%
Average Cost Per Conversion
$119,000
Organic Revenue
The integrated marketing strategy produced a range of high-impact results across both paid and organic channels. Below is a snapshot of key metrics tracked since partnering with the client:
- PPC Traffic: 17,000 monthly visitors (+107%)
- Organic Traffic: 15,000 monthly visitors (+18%)
- Engagement Rate: 87% (+55%)
- Organic Clicks: 23,000 (+16%)
- Pageviews: 103,000 (+41%)
- Google Ads Revenue: $146,139
- Organic Revenue: $119,000
These numbers illustrate the immediate and ongoing impact of targeted optimizations and channel-specific strategies, reinforcing the partnership’s strength and results-driven approach.
The Execution
Thrive launched a dual-channel strategy to accelerate revenue growth and set the foundation for long-term scalability.
Paid Search Advertising
Thrive activated a Performance Max (Pmax) campaign alongside two targeted search campaigns to drive qualified traffic and sales. The PPC team continuously optimized bidding strategies, ad copy and targeting settings to maximize return on ad spend while lowering acquisition costs. The PPC strategy began yielding results almost immediately, with revenue showing noticeable gains shortly after the campaigns were launched.
Search Engine Optimization
To support the client’s long-term goal of becoming a “virtual pantry” for baking professionals, Thrive executed a comprehensive SEO strategy focused on category expansion and keyword optimization. The SEO team created content for new category pages based on high-intent keywords and supported the effort with high-quality backlinks and technical improvements to boost site visibility. Blog content targeting niche terms relevant to the client’s products further expanded reach and search relevance.
Conversion Rate Optimization
A detailed CRO audit identified specific areas of the website that were potentially hindering conversions. Thrive’s most significant recommendation, which is a redesigned mega menu, was gradually implemented by the client to improve site structure and user flow. This change provided better navigation and visibility for high-value product categories.
What’s Next?
As performance continues to trend upward, the next phase of the partnership will focus on fine-tuning campaign efficiency.
On the SEO side, the focus will be enhancing product page details to improve indexing and search performance. This includes standardizing category descriptors and strengthening keyword relevance across all product listings.
For PPC, the team will refine geographic targeting by removing underperforming locations to better allocate the budget toward high-converting regions. In addition, Thrive will introduce ad scheduling adjustments to concentrate spend during the highest-performing times of day, maximizing return on investment.