3× organic traffic + 7.77× ROAS
18+ months engagement
The Challenge
<p>Spechunter operates in a niche but competitive corner of UK ecommerce — specialist building supplies. Built on ShopWired (a UK-native ecommerce platform), the brand had decent product range but limited organic visibility and an underperforming Google Ads setup.</p> <p>The goal was two-fold: build a sustainable organic content engine AND run a paid acquisition campaign that delivered measurable ROI.</p>
The Strategy
A dual strategy combining organic content authority building with a high-performance Google Ads campaign — plus future-proofing with GEO optimisation for AI-powered shopping recommendations.
Hub-and-Spoke SEO Architecture
A full content strategy was designed and delivered, comprising 8 content hubs, 40+ spoke articles, and 9 pillar blog posts. Each hub targets a high-value product category with deep, editorially rich content — not thin category descriptions. The spoke articles address long-tail queries, buying guides, installation advice, and comparison content that builds topical authority.
Google Ads — Performance Max Campaign
A PMax campaign was built, optimised, and managed over the engagement period. The campaign spans 5 ad groups with 118 keywords, targeting UK-only traffic. Lifetime performance: £24K ad spend generating approximately £190K in conversion value — a 7.77× return on ad spend.
GEO & AI Search Strategy
As AI-powered shopping recommendations grow, Spechunter's content was structured to surface in AI-generated product recommendations. Entity-rich product descriptions, FAQ schema on key pages, and authoritative blog content position the brand for visibility in ChatGPT, Perplexity, and Google AI Overviews.
The Results
Measurable outcomes that made a real difference.
-
3×
Organic Traffic
Tripled in 12 months
-
7.77×
Google Ads ROAS
Return on ad spend
-
£24K
Ad Spend
Total Google Ads investment
-
~£190K
Conversion Value
From Google Ads
| Metric | Value |
|---|---|
| Organic traffic growth | 3× in 12 months |
| Google Ads ROAS | 7.77× |
| Ad spend | £24,000 |
| Conversion value | ~£190,000 |
| Content pieces | 8 hubs + 40 spokes + 9 pillar posts |
| Keywords targeted (Ads) | 118 across 5 ad groups |
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