Superb Digital

Zest are an estate agents in Bath established in 2008, by Glen Perry, who runs it with his wife Beth. They have since achieved a Gold award at the British Property Awards, three years running, and been voted as Business of the Year by Best of Bath.

Zest were very interested from the outset in what Superb Digital could achieve for them, especially in light of the results we’ve achieved for Bristol based letting agents, Hopewell.

The Challenge

This wasn’t going to be a small website design project as the site had to integrate seamlessly with Vibra Alto, Zests’ in-house property management software. Having used the fantastic Property Hive suite of plugins on previous projects this was our go to choice for Zests’ new website.

In addition Zest required additional functionality, including an integration with Locrating, a tool that displays local amenities, sold prices, transport links and local school information such as catchment areas and Ofsted reports.

Zest has an increasing portfolio of student properties to let, so it was important to be able to display these on the website clearly. To that end we created a separate section of the website aimed at students and with distinct branding.

After the website build, we were tasked with growing the website’s search presence across a number of property related keywords in Bath. In a highly competitive and lucrative property market like Bath, that meant a lot of work to do.

What We Did

The website was a custom design and WordPress build, based on Property Hive’s standard framework, that gave us the code with all of the hooks that we needed to integrate with their property management system. Once this was done we then set about importing the data and testing the site to make sure everything was working as it should.

With Zest’s local SEO strategy baked into the web build at the foundational level, all the initial keyword research and on-page optimisation was complete, meaning we were able to start writing additional content to go up on the new site, during the build phase.

Being involved at the web build stage allows us to really craft solid optimised websites that hold up really well and see immediate bounces in ranking when they launch (just of the many benefits of having an SEO agency build your website).

The Results

As well as creating their beautiful new website, the real benefit to Zest has come from our ongoing digital marketing work, specifically organic SEO and Google Ads. The results here have been excellent, with the site now ranking second for the coveted “letting agents Bath” keyword and getting onto page one for “estate agents Bath”.

Between the new site launching in August 2022 and January 2023, we saw a 60% increase in organic traffic, compared with the previous six months. Comparing the most recent data, from 2023 with 2024, we have seen these results really accelerate:

Our Google Ads campaign achieved a ROAS of 16.09 and helped Holt Farm sell every pitch at their independent campsite for Glastonbury 2024. And all that in just eight weeks.

About

Holt Farm is a new luxury camping concept for Glastonbury 2024, created by one of our long term clients, Yurtel.

With guaranteed pitches just 200 metres from the festival’s main entrance and amenities such as clean toilets, hot showers, organic food vendors, and even a wild spa, Holt Farm is designed for comfort and community, allowing groups to camp together in a secure, well-equipped environment.

The Challenge

Holt Farm was a brand new offering around one of the most famous and popular festivals in the world, Glastonbury. After a delayed start, the challenge wasn’t selling the festival but selling a large number of pitches in a relatively short window of time (just a few weeks).

With so much noise and buzz in the build up to the Glastonbury festival, standing out and making sales via Google Ads needed to happen quickly and effectively. This was a high pressure, high speed campaign.

As Superb Digital, we also had the support of this being a multi-channel campaign, with brand awareness being built by the client on Facebook and Instagram as well.

What We Did

• Google Ads Campaign Setup: We developed a multi-layered Google Ads strategy, utilising Performance Max (PMax) and Search Network ads. This allowed us to target both broad and specific search intents, maximising visibility and clicks from users interested in Glastonbury camping options and festival amenities.
• Targeting Key Search Intents:
  Our campaigns were tailored to specific user needs, such as those searching for festival essentials like showers, toilets, or Glastonbury camping fields. By targeting our ads and ad copy at these concerns directly, we captured users who were most likely to consider premium, hassle-free camping options.
• Strategic Budget Reallocation: Given the campaign’s late start, we remained agile with the budget, reallocating resources as needed to prioritise high-impact periods, such as the lead-up to payday, when potential customers were more likely to purchase.
• Coordinated with Other Channels: While Google Ads was our primary focus, we collaborated with the client’s ongoing social media campaigns on Meta (Facebook and Instagram), ensuring consistent messaging and reinforcing brand awareness.
• Optimised for Maximum Efficiency: We continually monitored and refined our Google Ads strategy, optimising keywords, ad placements, and bidding to ensure Holt Farm’s budget was used effectively, leading to increased conversions as the festival approached.

The Results

• We sold out all 1,500 camping pitches two weeks before Glastonbury Festival, despite the late start.
• With a stonking 16.09 ROAS, we sold £228k worth of Holt Farm tickets off the back of just £14k worth of clicks.
• Such were the initial successes of our Ads campaign that the client diverted budget from other channels into it in order to further drive ticket sales.
• The campaign exceeded expectations, with the majority of ticket sales attributed to Google Ads.

Our results can be seen in the tables below:

• Cost Per Conversion: £21.66
• Total Cost: £14,207
• Conversion Value: £228,658
• Return on Ad Spend (ROAS): 16.09
• Conversion Rate: 3.44%

With an incredible 720% growth in website revenue from a standing start, Home Image Direct is a test bed of how quickly Superb Digital can grow eCommerce revenue using Google Ads to fund organic SEO.

About Home Image Direct

Home Image Direct is a Birmingham based company that sells wallpaper and wall murals, from affordable ranges to more high end brands like Versaci and Roberto Cavalli.

They created a new website during the pandemic but it had failed to deliver on its goal of bringing the company significant new revenue. Home Image were therefore looking for a digital partner to turn this around, and when one of our existing clients recommended us, they got in touch.

Hamza Raza, Operations Manager, said:

Superb Digital has grown our online revenue from practically zero to a six figure sum in less than six months with Google Ads.

• 653% increase in traffic
• 720% growth in website revenue
• £575k generated in first 12 months

Results

The results we’ve achieved for Home Image Direct are the perfect real-world example of just how much revenue we can generate in a relatively short period of time through a properly managed Google Ads campaign.

• Ads revenue for Home Image was up from £8.7k in month one to £38.6k in month seven.
• This is reflected in the spike in traffic from Google Ads, up from 1,825 in month one to 24,027 in month seven.

We’re now seeing the beginnings of growth from our organic SEO, though, which is up from 677 to 4,402.

We expect this red line to continue growing steadily but start taking a steeper upward trajectory around the 12 months mark as we start to drive more and more revenue without the need to pay Google for the clicks.

Sticking with organic growth, we’ve seen really good uplift across a number of competitive keywords, mainly around wallpaper brand and wallpaper style related keywords. We’re coming from a low starting point but growth across all tracked keywords in the search results stands at 1,039% as of month 7.

We expect to see organic growth accelerate in months 8 – 12, before really coming into its own in year two.

In such a competitive sector, the revenue uplift from Google Ads has allowed Home Image Direct to re-invest revenue into an organic SEO campaign with the clout to drive game-changing revenue growth as we get into year two.

Our new email marketing campaign will only strengthen this as we maximise conversions and drive repeat business.

The Challenge

Home Image Direct is an ambitious client and we love that about them. Hamza Raza, the company’s operations manager, was explicit about aiming to generate over £1 million of additional revenue through or as a direct result of the website by the end of year two.

We were clear that this would take a multi channel marketing approach with considerable investment in Google Ads and organic SEO, before bringing in additional channels like email marketing and social media ads and content management.

The Implementation

Pay-Per-Click

• The channel that would generate an almost immediate effect would be Google Ads so we created a mix of campaigns using Google Shopping, Search & Display Networks.
• Google Ads started generating sales pretty quickly.

Organic SEO

• Home Image Direct’s website was using a CMS called Shopware 6, not one we were familiar with but not too dissimilar to Shopify.
• Main issue organically was no content so we started writing Product Listing Page content.
• Now rewriting Product Detail Page descriptions.
• In conjunction with the client we have developed a comprehensive blog content strategy that supports main category pages as well as related long tail search.
• Now we’re building up a body of content on the website we’re starting to promote it via link building and soon to be weekly promotions emails.

Other Marketing Activity

• Began email marketing in month 6, integrating Klaviyo with Shopware CMS. We designed various automated email sequences to be triggered by various events such as abandoned cart.
• Created email designs for weekly newsletters.
• Started promoting products across Facebook and Instagram.
• We are now looking at using Pinterest to promote products.