15% YoY Organic E-Commerce Revenue Growth and 330% Growth in Platform ROAS
Premium Kitchen & Bath Fixtures Manufacturer (client identity anonymized)
The Background
The client is a premium kitchen and bath fixtures manufacturer operating an e-commerce business in a highly competitive product category. The company engaged Foreignerds with an ambitious growth objective: scale the business from approximately $3 million toward a $10–20 million range. That figure is treated here strictly as the client’s stated growth objective, not as a verified achieved revenue outcome — the source does not supply a final company-wide revenue figure showing the target was reached.
| Team Size | Not disclosed |
|---|---|
| Volume | Not disclosed |
| Engagement | Not disclosed |
| Platform Access | Not disclosed |
The Challenge
The company needed stronger performance across organic search, paid search, and paid social while also improving confidence in its conversion data. Important product and collection pages needed stronger organic discoverability. The paid-search program had room to broaden keyword coverage and improve efficiency. Paid social required more granular audience targeting and conversion-focused campaign structures. The company also operated in a premium kitchen and bath category described in the source as highly competitive.
A separate, equally important challenge was measurement confidence: the client did not fully trust its existing analytics and lead-tracking setup, creating uncertainty around how accurately some campaign outcomes were being captured.
Our Approach & Technical Decisions
Phase 1: SEO Audit & Collection-Page Optimization
Decision: Strengthen organic visibility around important product categories rather than relying only on individual product pages.
Action: Conducted a campaign audit, developed collection-page content, optimized existing content, and implemented link building to support domain authority and search rankings.
Why: Collection pages give category-level searches a stronger landing destination, aligning important product categories with relevant search demand.
Phase 2: PPC Expansion
Decision: Broaden paid-search coverage around high-intent demand rather than relying on a narrow, static keyword set.
Action: Introduced Dynamic Search Ads (DSA) to gather information across a wider range of search terms, alongside bid-strategy testing, ROAS-target testing, high-intent keyword targeting, audience refinement, and budget expansion. The source states that PPC budgets were successfully scaled within the first two months while maintaining strong efficiency metrics.
Why: DSA and bid testing let the program discover and capture high-intent demand that a fixed keyword list would miss, while ROAS-target testing kept efficiency in check as budget scaled.
Phase 3: Paid Social Restructuring
Decision: Move to more granular audience and catalog segmentation rather than broad, undifferentiated campaigns.
Action: Implemented more granular audience targeting, conversion optimization, new promotional campaigns, segmented catalog categories, and follower-growth campaigns.
Why: The strategy was intended to improve both conversion volume and the efficiency of advertising spend by matching creative and offers to more specific audience segments.
Phase 4: Measurement & Conversion Tracking
Decision: Address a measurement-confidence problem directly rather than simply reporting existing analytics numbers as-is.
Action: Implemented direct lead sign-up campaigns so that leads could be captured and counted directly within the advertising platform.
Why: The client did not fully trust its existing analytics and lead-tracking setup. The source states this both reassured the client and improved tracking reliability and conversion optimization — the problem was confidence in whether leads were being accurately tracked and attributed, not simply campaign performance itself.
The Business Objective
The source describes an ambitious goal: scale the e-commerce business from approximately $3 million toward $10–20 million. This is treated here strictly as the client’s stated growth objective, not as an achieved revenue outcome — the supplied material does not provide a final company-wide revenue figure showing that the target was reached.
The Numeric Story
The source reports results across multiple, separate measurement periods and reporting blocks for SEO, PPC, and paid social. These are kept distinct rather than blended into one composite timeline.
SEO Results: September–November 2024
| Metric | Result |
|---|---|
| Organic Traffic | +29% |
| Organic E-Commerce Revenue | +15% |
| Organic Keyword Rankings | +14% |
Organic keywords in the Top 10 increased from 6,403 to 7,645, reported in the source as a 19% increase within three months. This figure is used exactly as supplied, without recalculation.
Additional SEO Results: November 2024 vs. November 2023
| Metric | Change |
|---|---|
| Sessions | +135,640 |
| New Conversions | +1,188 |
| Organic Revenue | +$245,384 |
These are absolute changes as reported in the source, not percentages, and are kept separate from the September–November block above.
SEO Results: December 2024 vs. December 2023
| Metric | Result |
|---|---|
| Sessions | +53% |
| Total Users | +61% |
| New Users | +58% |
| Conversions | +30% |
| Events | +284% |
| Organic Revenue | +31% |
| Google Business Profile Search Views | +34% |
This December year-over-year block is kept separate from both the September–November and November-only comparisons above.
PPC Results: September–November 2024
| Metric | Result |
|---|---|
| Paid Traffic | +36% |
| Ad Sales | +42% |
| Ad Revenue | +55% |
| Average Order Value | +9% |
PPC Results: December 2024 vs. December 2023 (separate reporting block)
| Metric | Result |
|---|---|
| Ad Impressions | +1,896% |
| Ad Clicks | +100% |
| Ad Conversions | +113% |
These December PPC figures are not merged with the September–November results because the comparison periods differ.
Paid Social Results: September–November 2024
| Metric | Reported Result |
|---|---|
| Conversions | +358% |
| Conversion Rate | 682%* |
| Cost Per Acquisition | -62% |
| Platform ROAS | +330% |
*The source reports “Conversion Rate: 682%” without a plus sign or a definition of whether it is an absolute rate or a percentage change. It is preserved here as an unresolved source figure rather than being reinterpreted as +682% growth, and is intentionally excluded from the hero/stat-callout metrics for that reason.
The 358% Source Discrepancy
The source uses two different labels for the same underlying 358% figure: the project overview describes it as “+358% growth in paid social sales,” while the detailed paid-social results section reports it as “Conversions: +358%.” Because the source does not explain the difference, this case study does not claim the two labels refer to identical metrics — the percentage is preserved, but the labeling discrepancy is kept visible rather than silently reconciled.
Paid Social Campaign Snapshot (separate three-month snapshot, not combined with percentage-growth figures)
| Metric | Total | Post Engagement | Lead Campaigns | Sales Campaigns |
|---|---|---|---|---|
| Reach | 448,832 | 99,014 | 35,012 | 147,101 |
| Impressions | — | 182,315 | — | — |
| Engagement | 63,407 | 41,861 | 1,147 | 4,820 |
| Clicks | 19,629 | — | 789 | 4,250 |
| Conversions | 1,026 | — | — | 134 |
| Leads | — | — | 110 | — |
| Purchases | — | — | 28 | — |
| CVR | 5.23% | — | 5.36% | 28.72% |
| ROAS | 28.41x | — | 2.85x | 42.06x |
| Avg. Cost Per Engagement | — | $0.02 | — | — |
Measurement & Attribution
The engagement covered several measurement layers: SEO (traffic, sessions, users, rankings, conversions, organic revenue), PPC (paid traffic, sales, ad revenue, AOV, impressions, clicks, conversions), paid social (reach, engagement, clicks, conversions, CVR, CPA, ROAS), and direct lead sign-up tracking. The source does not provide a complete multi-touch attribution model, so this case study does not claim that SEO, PPC, or paid social individually caused the company’s overall e-commerce revenue growth. No software platforms beyond the advertising platforms themselves are named in the source, so none are added here.
Competitive Context
The source describes the client as operating in a highly competitive premium kitchen and bath market, but supplies no competitor-specific traffic, ranking, revenue, or ROAS data. Accordingly, no numerical competitor benchmark is included.
The Strategic Lesson
E-commerce growth in a competitive category requires both acquisition improvement and confidence in the underlying measurement. This engagement connected organic visibility (SEO and collection pages), paid acquisition (PPC and paid social), and measurement reliability (direct lead sign-up tracking) rather than treating any one of them as sufficient on its own.
The Takeaway
The source does not establish that the company’s stated $10–20 million growth objective was achieved. What it does document is substantial channel-level improvement during the reported periods: organic search became stronger, paid search generated more reported sales and revenue, paid social produced significantly more reported conversions while reducing acquisition cost, and conversion tracking was made more direct and reliable — a stronger foundation for continued scaling without overstating what the available evidence proves.
Implementation Timeline
Technology Stack
Measurable Results
- 15% YoY growth in organic e-commerce revenue
- 29% growth in organic traffic, September–November 2024
- 42% growth in ad sales and 55% growth in ad revenue, September–November 2024
- 330% growth in platform ROAS and 62% reduction in paid-social cost per acquisition
- 6,403 to 7,645 organic keywords in the Top 10, a 19% increase within three months, as reported in the source
- 358% growth reported for paid social — labeled “sales” in the source overview and “conversions” in the detailed results; both labels preserved rather than reconciled
- “Conversion Rate: 682%” reported in the source without a plus sign or definition; preserved as an unresolved figure, not converted to a growth percentage
- December 2024 vs. December 2023: +53% sessions, +61% total users, +30% conversions, +31% organic revenue (separate year-over-year block)
Post-Launch & Ongoing Engagement
No specific retainer value or engagement duration is disclosed in the source material. Reported results span multiple periods: a September–November 2024 window, plus separate November and December year-over-year comparisons.
