Building a digital presence for fischer
Global DIY brand, fischer, had limited PPC visibility with no clear KPIs beyond achieving a £50 ‘click-out’ CPA. Their unique customer journey directs users from PPC to either category pages (e.g., ‘frame fixings’, ‘electrical fixings’) or product-specific pages (e.g., DuoPower fixings), prompting a ‘Buy Now’ click that opens a dealer window to complete the purchase.
We set up ‘click-out’ conversions as the primary KPI and built granular campaigns targeting Brand, Generics, DSAs, and YouTube to drive growth. Best-practice targeting, relevant ad copy, and precise landing pages ensured performance, while YouTube activity delivered a clear uplift in brand searches.
“We have seen exponential growth from Google Ads over the last 12 months. Pushing key activity through Starlight definitely improved success and was a simple decision to make”
Our goal was a £50 click-out CPA, and we’ve exceeded it, achieving an average of £28.87 over the past 12 months and £32.85 across three years. PPC-driven traffic has grown by 66%.
What’s more, SEO has become a key focus for fischer over the past few years and we have worked with them to develop a sophisticated SEO strategy to increase their Google rankings for a number of key lines and products. We work hand-in-hand with the client to understand their quarterly business objectives so we can then produce the right strategy that will deliver an increase in rankings over time. By producing the highest quality, original content, and working with them to improve website architecture and backlinks, we have been able to increase Google rankings and website traffic via Search Engine Optimisation.
Increasingly we are starting to analyse the overlaps between PPC and SEO to see where we can push and pull either channel to maximise fischer’s visibility and traffic across search engines.