811% More Organic Conversions for Sustainable Packaging Brand
increase in organic conversions
return on ad spend (ROAS)
growth in search visibility
The Challenge
Takeaway Packaging had built strong brand awareness through direct traffic and referrals, but their new eCommerce store wasn’t attracting enough customers through search. Organic visibility was low, PPC campaigns were underdeveloped, and the business was missing out on high-intent buyers actively searching for sustainable packaging products.
The client needed an integrated digital marketing strategy that could quickly grow revenue while supporting long-term brand growth. They also needed to position themselves as a trusted, sustainability-focused supplier in an increasingly competitive market.
The Business
Takeaway Packaging is a sustainable packaging supplier serving businesses across the UK. The company provides environmentally conscious takeaway packaging products for restaurants, cafés, and food service businesses looking to reduce their environmental impact.
The Goal
The goal was to turn search into a reliable revenue-driving channel. We needed to increase qualified traffic, improve eCommerce conversions, and build a multi-channel strategy that balanced fast PPC wins with long-term SEO growth.
The Strategy
Step 1: Solid SEO Foundations
We started with Search Engine Optimisation (SEO) to improve the website’s visibility for high-intent sustainable packaging searches. Using keyword research, competitor analysis, and technical SEO improvements, we prioritised commercially valuable terms while strengthening the website’s performance and crawlability. We then optimised landing pages, metadata, and on-site copy to improve rankings while reinforcing the client’s sustainability-focused messaging and conversion paths.
Step 2: Authority & Visibility Growth
To improve search visibility further, we launched a content marketing and link-building campaign focused on sustainability and packaging-related topics. This included targeted guest posting and directory submissions to strengthen the website’s authority and online presence. These updates helped the business rank for more competitive keywords while attracting highly relevant organic traffic.
Step 3: High-ROI Google Ads Campaigns
Alongside SEO, we launched Google Ads Search and Shopping campaigns designed to capture high-intent buyers ready to purchase. We continuously refined search terms, added negative keywords, and optimised the product feed to improve conversion rates and reduce wasted spend. The combined Shopping and branded campaigns quickly became a major revenue driver while also assisting conversions across other channels.
The Results
Result 1:
The SEO and content marketing campaign transformed the website’s organic performance in under a year. UK search visibility increased by 478%, while the number of keywords ranking in Google grew by 7.8X. Organic traffic also increased by 361%, helping the business build a stronger long-term acquisition channel.
Result 2:
The increase in traffic translated directly into revenue-driving conversions. Monthly eCommerce conversions from organic traffic increased by 811% year-on-year (YoY), with organic conversion rates reaching nearly 8%. By targeting high-intent searches and improving on-site messaging, the business attracted more qualified customers actively looking for sustainable packaging solutions.
Result 3:
The Google Ads Search and Shopping campaigns quickly became a major revenue driver for the business. Paid Search contributed 38% of total website traffic and 85% of total eCommerce revenue, while the Shopping campaign achieved a 433% return on ad spend (ROAS) and a 15.35% conversion rate. The campaigns also reduced bounce rate by 57.26% and increased assisted conversions across other marketing channels, proving the value of a multi-channel search strategy.
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