The Results
The Challenge
Services: Meta Ads
Bioglow is a UK-based biomass wood fuel retailer with a strong legacy and loyal customer base. But by late 2019, digital competition had caught up and their online performance was under pressure.
Despite great products and competitive pricing, they were losing:
- Revenue to rising competition in PPC from newer players like Hotties
- Leads due to a non-optimized mobile checkout
- Budget to unsegmented campaigns, poor keyword structures, and inefficient shopping feeds
They needed a full-funnel performance strategy to rebuild their PPC foundation, fix conversion leaks, and turn wasted ad spend into scalable revenue.
Key Problems We Solved
1. Two Distinct Buyer Personas, One Flat Strategy
Bioglow served two core audiences:
- First-time buyers unsure of what wood type they needed
- Seasonal stock-up buyers who returned annually for the same product
Yet their campaigns and landing pages weren’t speaking to either group effectively. Everyone got the same experience, regardless of need or intent.
Our Fix: Segment campaigns by intent and persona. Tailor messaging, keywords, and landing experiences for each group.
2. Mobile Checkout Drop-Offs
Mobile users made up the majority of traffic—but 62% were dropping off before reaching the address page in checkout. The process was clunky, slow, and non-intuitive on mobile.
Our Fix: Overhauled the mobile user flow and improved checkout UX. This resulted in a 65% increase in overall conversion rate.
3. Unstructured Campaigns and Wasted Spend
With rising CPCs, poor segmentation, and no negative keyword strategy, Bioglow’s ad account was burning cash on low-intent traffic.
Our Fix:
- Rebuilt campaigns from scratch
- Implemented advanced negative keyword lists
Reallocated budget toward high-converting search terms
What We Did
PPC & Google Shopping Overhaul
- Rebuilt all Google Search and Shopping campaigns
- Enhanced product feed quality to raise visibility on bottom-of-funnel keywords
- Reduced CPCs while maintaining impression share and visibility
Smart Remarketing
- Built advanced segmented remarketing lists based on user behavior (e.g., page views, cart abandonment, fuel type viewed)
- Used tailored display and search ads to bring users back post-comparison
Conversion Rate Optimization
- Mapped user drop-off points with analytics
- Redesigned mobile experience to increase flow-through to purchase
Improved page load speed, messaging hierarchy, and on-page trust elements
