Our online visibility was lacking. Bonfire helped us focus on the right things: search performance, content, and paid campaigns that could actually drive results. We’ve seen clear improvements in traffic and revenue, and the process has been collaborative and transparent from day one.
Making It Easy for Ready-to-Buy Customers
Jacksons had the range, the reputation and the customer loyalty. What they lacked was visibility where it counted. Their key product terms weren’t appearing on page one of Google, so even when shoppers were searching for what Jacksons sold, they were landing with competitors instead.
That gap was costing them traffic, sales, and store visits.
To close that gap, Jacksons had to lift their presence across both organic and paid search, turn intent into action, reclaim customers, and set the stage for sustainable growth.
Discovery through a Connected Search Strategy
We approached Jacksons’ challenge with a coordinated plan that merged the strengths of organic and paid search. Rather than treat SEO and advertising as separate levers, we built a single, connected strategy designed to capture more demand at every stage of the buying journey.
Search Engine Optimisation
We began with a full audit of their search performance, analysing keyword rankings, content gaps, technical barriers and competitor activity. That gave us a clear picture of where Jacksons was losing ground and what needed to change.
From there, we focused on high-conversion keywords like “brush pens” and “art canvas,” rebuilt key product and category pages with intent-led content, and implemented technical fixes to improve visibility in search results.
Performance Media
At the same time, we launched Google Performance Max campaigns giving Jacksons visibility across Search, Display, YouTube and Discovery to close the gaps SEO couldn’t fill. Powered by first-party data, keyword intent and audience segmentation, each campaign was tailored to match message with moment.
Product depth, quality and seasonal offers were all reflected in the creative, ensuring that the right products reached the right people, at the right time.
Results
Paid traffic drove immediate momentum. Organic improvements built long-term equity. Together, they created a compounding effect that lifted Jacksons’ visibility, relevance and results.
- 8.4x ROI from Bonfire-managed channels
- 476% return on ad spend (ROAS) from Performance Max campaigns
- 20% increase in total website traffic, year-on-year
- 15% increase in online revenue, year-on-year
- 14% increase in store direction requests from Google Maps, year-on-year
- 127% more keywords ranking on page one of Google, year-on-year
- 33% uplift in organic search traffic, year-on-year
- 37% growth in organic search revenue, year-on-year
