Google Ads | SEO | Analytics

Specialist Sales

This family-run eCommerce business was ready to grow and expand. Since 2020, We've been working together to build their brand online and get more sales.

Specialist Sales is Australia’s leading online supplier for agricultural chemicals, with a passion for helping farmers Australia wide become more productive and successful. The family-owned and run business re-launched with a brand new website in 2020 and needed a dedicated digital marketing specialist who could help them grow their digital footprint across paid and organic channels.

That’s where I come in.

The Challenge 💡 A wasteful Google Ads account & no SEO foundation.

Due to performance related issues, Specialist Sales divorced their digital marketing agency in early 2020 and gave me the rains over paid media and SEO activities. The first months were spent auditing the entire digital presence (website, ad accounts and all) and creating an actionable roadmap for the month ahead.

From June 2020 onwards, I started to implement the recommendations made.

Goals, Needs & Solutions 🎯 An effective paid media strategy & more organic traffic.

  • Create and implement an integrated, full-funnel Google Ads strategy utilising Google Search, Google Display and Google Shopping, to increase sales &  ROI. Their previous agency did generate sales via their Google Ads campaigns but the amount of money spent and traffic received didn’t correlate with the revenue made. I completely restructured the entire Google Ads account and set up return-on-ad-spend (ROAS) focused campaigns.


  • Setup comprehensive ecommerce conversion tracking across Google Analytics and Google Tag Manager for accurate attribution and impact measurement. The agency also wasn’t accurately tracking results from Google Ads — they only had the number of sales flowing into Google Ads, but no idea what the actual return was for each click. I changed that and configured all tools to accurately send eCommerce data from Google Analytics into Google Ads. If you don’t know what your marketing efforts are achieving, what’s the point?


  • Conduct a thorough technical SEO audit, provide actionable recommendations and implement best practises, to attract more organic traffic. Their website wasn’t receiving a lot of organic traffic, and they were heavily relying on Google Ads to generate business. Google Ads is great — but making sales without paying for each click is what we really want. Armed with an in-depth technical SEO report and best-practice advice, I worked closely with their developers to fix critical technical website issues to ensure Google can actually ‘read and understand’ the content on the site. As the next step, we then improved existing website content and created engaging new blog posts to attract their target audience.


  • Setup and run promotional Facebook Ad Campaigns to grow brand & product awareness and increase reach among social channels. After some failed attempts with Facebook Ads in the past, I convinced them to give the social media platform another go. But instead of running ‘always-on’ campaigns, we decided to be more tactical and run very targeted campaign bursts to promote new product launches. Facebook Ads are now a welcome addition to their digital marketing mix. 
"[Louisa] has single-handedly helped maximise return on investment, sales growth and increase traffic to our website. She has done more for our company in 6 months than other firms did in years."

The Results 🚀

Since starting my monthly engagement with Specialist Sales, the company has seen tremendous growth; despite seasonal fluctuations, performance improved YoY.

  • A 61% increase in organic search traffic compared to the previous period.
Organic traffic pre- and post my engagegemt .
  • A 143% increase in sales from paid search traffic compared to the previous period.


  • A 247% increase in revenue from paid search traffic compared to the previous period.
Paid search traffic sales & revenue YoY
  • A 187% increase in return on ad spend  from paid search traffic compared to the previous period.
Paid search traffic ROAS YoY

Overall, website traffic is up 47% and the business was able to more than double its revenue since June 2020. We are currently in the process of scaling their digital marketing campaigns and it’s safe to say that the business has a very bright and exciting future ahead.

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