Ability WA
Discover how Ability WA scaled brand awareness across Perth and turned impressions into conversions—all while smashing their CPA target by 46%.
46%
“The difference with Bonfire was immediately clear. From day one, they brought us into the process—setting up clear tracking, holding regular strategy meetings, and genuinely listening to our business goals. The results speak for themselves, and we finally feel like we have a true partner in our digital growth.”
Lacking the Support to Compete in Search
Myaree Ceramics had been running a mix of paid and organic campaigns but felt increasingly underserved by their previous agency. Despite ongoing investment, they lacked clarity around performance, and the absence of proactive strategic support left them concerned that valuable growth opportunities were being missed.
Their primary objective was to increase the business’s online visibility, attract more qualified traffic, and ultimately drive revenue growth. Achieving this required a shift from passive campaign management to a more engaged, consultative partnership.
Bringing Strategy and Structure to Organic Search
To achieve Myaree Ceramics’ goals of improved visibility, qualified traffic, and measurable ROI, Bonfire implemented a strategic SEO program grounded in transparency, collaboration, and precision.
- Establishing a Reliable Foundation
The first step was to fix the measurement gap. While a GA4 account was already in place, there was no goal tracking configured, which made it impossible to evaluate past performance or optimise effectively. We implemented conversion tracking from the ground up, enabling accurate measurement of enquiry actions and engagement metrics.
- Building a Collaborative Workflow
To replace the passive experience they had with their previous agency, we introduced a structured communication process:
- Monthly WIP calls via Teams provided consistent reporting, updates, and space to align on business activity.
- Biannual in-person strategy meetings allowed for higher-level reviews, performance trend analysis, and planning for upcoming priorities.
This collaborative structure supported both agile adjustments and longer-term planning.
- Targeted SEO Execution
This campaign focused exclusively on Organic Search Marketing. Our SEO specialists:
- Prioritised commercial, high-intent product keywords “bathroom tiles perth” and “kitchen splashback tiles”.
- Optimised on-site content and metadata to improve relevance and search performance.
- Conducted technical audits to address crawlability and indexation issues.
- Used keyword ranking data and user behaviour insights to guide ongoing strategy.
Every SEO activity was designed to improve Myaree Ceramics’ visibility in search for the terms that mattered most, and to convert that visibility into tangible business results.
Real Growth Through Better Visibility and Guidance
We achieved impressive growth across all key metrics by building a transparent and proactive SEO campaign.
- 12x ROI between July and December 2024
- 26.9% year-on-year increase in organic conversions (Sep 2024 – Feb 2025), including:
- 52.5% increase in ‘Product Enquiry’ form submissions
- 62.7% increase in ‘Contact Us’ submissions
- 2,050+ total keyword ranking positions gained since campaign commencement
- 85 target keywords now rank on Page 1 of Google, up from 46 in the first month
- 59 of those keywords sit in the top 3 positions (up from just 9)
- 78% increase in organic traffic and 74% increase in new users (Jul–Dec 2023 vs. same period in 2022)
These results reflect a campaign that not only improved online visibility but also delivered strong commercial outcomes.
Next Steps
With a solid foundation now in place, the next phase of the campaign focuses on expanding Myaree Ceramics’ reach through refined content strategy and deeper optimisation. This includes targeting long-tail and informational queries to attract early-stage researchers, improving internal linking to support priority pages, and identifying seasonal opportunities to drive product-specific traffic. The strategy will continue to evolve through regular performance reviews and close collaboration with the Myaree team, ensuring ongoing growth and maximum ROI.
More like this
improvement on target CPA.
