Revenue doubled and Google conversions up 319%
Rebuilding the Digital Sales Engine: How PPC Structure, Persona Segmentation and Checkout CRO Turned Wasted Spend Into Scalable Revenue
Bioglow is a UK-based biomass wood fuel retailer with a strong legacy and a loyal customer base — great products at competitive prices, bought by customers who come back season after season.
But by late 2019, digital competition had caught up. Newer PPC-savvy players were taking revenue, and the online performance was under real pressure.
Bioglow served two distinct audiences — first-time buyers unsure what wood type they needed, and seasonal stock-up buyers returning annually for the same product — yet campaigns and landing pages gave everyone the same experience regardless of intent.
Meanwhile, 62% of mobile users were dropping off before even reaching the address page in checkout, and unsegmented campaigns with poor keyword structure and inefficient shopping feeds were burning budget on low-intent traffic.
A full-funnel performance strategy: rebuild the PPC foundation, segment by persona and intent, and repair the conversion leaks that were wasting every hard-won click.
PPC and Google Shopping overhaul
All Search and Shopping campaigns rebuilt from scratch with advanced negative keyword lists and budget reallocated to high-converting terms. Enhanced product feed quality raised visibility on bottom-of-funnel keywords while CPCs came down — without losing impression share.
Persona and intent segmentation
Campaigns, messaging, keywords and landing experiences tailored separately to first-time buyers and seasonal stock-up customers — so every visitor saw an experience matched to what they actually needed.
Smart remarketing
Advanced segmented remarketing lists built on user behaviour — pages viewed, cart abandonment, fuel type browsed — with tailored display and search ads bringing comparison-shoppers back to buy.
Mobile checkout CRO
We mapped drop-off points with analytics, redesigned the mobile flow, and improved page speed, messaging hierarchy and on-page trust elements — lifting overall conversion rate 65%.
Comparing Nov 2019–Feb 2020 against the prior period, revenue grew 100%, Google conversions rose 319%, conversion rate lifted 65% and cost per conversion fell by half — with mobile checkout drop-offs down dramatically.
Proof that with the right PPC, CRO and creative approach, even mature ecommerce brands can double revenue in a competitive space.
| Metric | Result |
|---|---|
| Revenue | ↑ 100% |
| Google Conversions | ↑ 319% |
| Conversion Rate | ↑ 65% |
| Cost Per Conversion | ↓ 50% |
“Rozee Digital did an amazing job for our online store in the biomass heating space. They eliminated unproductive spend and drove relevant traffic cost-effectively. Our cost per conversion is down by half and conversions are up. I highly recommend Rozee Digital.”
Watching competitors take your clicks?
If unstructured campaigns and a leaking funnel are wasting your ad spend, we’ll rebuild the PPC foundation and conversion path that turns clicks into scalable revenue.
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