Case study · SEO and Google Ads
The Botanist: 35% more e-commerce goal completions in 60 days
SEO and Google Ads helped the Auckland florist grow organic visibility by 200% and e-commerce goal completions by 35% in 60 days, alongside a reported 3.91 return on ad spend.
- Client
- The Botanist
- Industry
- Floristry and e-commerce
- Country
- New Zealand
Overview
Recognised by Urban List among Auckland's best florists, The Botanist combines physical retail with an online flower delivery business. The company engaged Digital Squad to manage Google Ads and develop SEO for its Shopify-based Auckland flower delivery store.
The Challenge
The Botanist wanted to reduce its reliance on paid traffic and improve organic visibility for high-converting searches. Many priority keywords were on the fourth or fifth page of search results. The campaign needed to address Shopify's technical SEO issues while increasing high-conversion traffic and e-commerce goal completions.
Our Strategy
Connect customer demand with technical improvements
Keyword research identified high-volume customer searches and valuable terms used by competitors. Working with a developer, we addressed coding issues in the Shopify theme header and optimised H1 and H2 headings, meta descriptions and page content.
Build authority alongside paid search
A link-building campaign supported domain authority, while Google Ads continued to reach customers searching for flowers, wedding services and corporate arrangements.
The Results
Early search improvements
Initial site optimisation produced a 4.7% increase in organic keywords. Within four days of launch, “flower delivery Auckland” had moved up 36 positions to the second page.
Search and e-commerce performance
- A reported 3.91 return on ad spend.
- 350 keyword positions gained within 60 days.
- 200% growth in organic visibility within 60 days.
- 35% growth in e-commerce goal completions within 60 days.
Enquiries beyond online purchases
Over a three-month period, the campaign also generated 14 direct wedding enquiries, six assisted enquiries and one direct corporate enquiry. Assisted enquiries came from visitors who first arrived through Google Ads and later returned through another channel before enquiring.
These wedding and corporate enquiries did not have a monetary conversion value assigned, so they represented additional business opportunities beyond the measured purchase value.
The business also expanded into Westfield Newmarket in Auckland, with the new store's opening announced for 29 August during the case-study period.