Case Study
From 3.4× to 10.7× ROAS while growing ecommerce revenue for Zenchi.
A full-programme engagement for an Australian ecommerce brand selling health-supporting devices. Website redesign, Google Ads restructure, and SEO implementation — delivered together as one coordinated programme.
Zenchi website after redesign — zenchi.com.au
Context
An established brand with room to grow.
Zenchi is an Australian ecommerce brand selling health-supporting devices. The brand had an established customer base and a product range with genuine demand — but growth had plateaued. Ad spend was increasing without proportional revenue improvement, the website was not converting effectively, and organic search was generating minimal traffic.
The brief was to treat the business as a system: fix the website, fix the paid acquisition, and build the organic foundation — not as three separate projects, but as one coordinated programme where each element reinforces the others.
The Problem
Three problems suppressing growth.
Paid Acquisition
Inefficient ad structure
The Google Ads account had grown without a clear architecture. Campaign structure was disorganised, targeting was broad, and bid logic was not calibrated to actual margin data. ROAS was 3.43× — functional, but well below what the account could deliver with the right structure.
Conversion Rate
Website not optimised for purchase
Product pages lacked clear value communication. Trust signals were insufficient. The mobile experience had friction points that were causing drop-off before the checkout stage. The website was generating traffic it was not converting.
Organic Search
Minimal SEO foundation
Technical SEO issues were limiting crawlability. No structured content strategy was in place. High-intent product keywords had low or no organic visibility, meaning the business was entirely dependent on paid traffic to drive revenue.
Strategy
One programme. Three levers.
Rather than fixing each problem in isolation, we designed a coordinated programme where each element built on the others. A better website improves conversion rate — which makes every ad more profitable. Better ads drive higher-intent traffic — which SEO compounds over time.
01
Website Redesign
Conversion-focused redesign. Clear value proposition, improved product storytelling, friction removed from the purchase flow.
02
Google Ads Restructure
Full account rebuild. New campaign architecture, refined targeting, tightened bidding strategy calibrated to real margin data.
03
SEO Foundation
Technical fixes, structured data, and on-page optimisation targeting high-intent keywords in the Australian health devices market.
Execution
What we actually did.
Phase 1
Full Audit
We reviewed the entire operation: Google Ads account structure, attribution model, website UX and product page conversion flow, and existing SEO foundation. The audit identified three clear areas where revenue was being left on the table — inefficient ad spend, a website not built for conversion, and minimal organic visibility.
Phase 2
Website Redesign
Full redesign of the Zenchi website with conversion as the primary objective. Product pages were rebuilt to clearly communicate value, build trust, and reduce friction at the point of purchase. The checkout flow was simplified. The mobile experience was prioritised throughout.
Phase 3
Google Ads Restructure
The existing Google Ads account had poor campaign structure and was optimising for the wrong signals. We rebuilt the account architecture from scratch — separating campaign types, refining audience targeting, tightening negative keyword lists, and rebuilding bid strategy based on actual margin data. ROAS improved from 3.43× to 10.73× within the first week of optimization.
Phase 4
SEO Implementation
Technical SEO foundation implemented: site architecture cleaned up, crawl issues resolved, structured data added, and page-level optimisation completed across product and category pages. Content improvements targeted high-intent keywords relevant to health devices in the Australian market.
The Result
Google Ads ROAS improved from 3.43× to 10.73× in the first week of optimization. Ecommerce revenue grew 70% over three months. Conversion rate +43%.
Google Ads ROAS improved from 3.43× to 10.73× within the first week of optimization — a 213% improvement. The change was driven by campaign restructuring, audience refinement, and improved campaign architecture calibrated to actual conversion data from the redesigned website.
Conversion rate increased 43% following the website redesign, as product pages communicated value more clearly and removed friction from the purchase flow. With improved conversion rate, every traffic source — paid and organic — became more productive.
Ecommerce revenue increased 70% over three months. The organic foundation put in place through SEO work means that growth is no longer entirely dependent on paid spend.
Key Results
10.7×ROAS — up from 3.43× before the engagement
Ecommerce revenue
Conversion rate
Starting ROAS
3 channels
Managed as one programme
Supporting data
Google Ads — Zenchi · First 30 days post-restructure
Google Ads ROAS — first month post-restructure
ROAS stabilised at ~6× within the first 30 days. Peak of 10.73× recorded in the first week of optimisation. Campaign restructure, audience refinement, and bid strategy rebuild.
Mobile product page — after redesign
Conversion-focused product page
Redesigned to clearly communicate value, build trust, and reduce friction on mobile — the primary purchase channel.
Google Ads campaign dashboard
Campaign performance dashboard
Rebuilt campaign architecture, tightened targeting, and bid strategy calibrated to actual margin data.
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