How My Water Filter Achieved a 9:1 ROAS Through Social Ads

ROAS on Social Ads
increase in social revenue
reduction in cost per website purchase
increase in TOF purchases


My Water Filter

About Challenges Our Approach Strategy & Execution Outcomes Key Results

Social Media


Health & Retail

Company Size



Busselton WA

About Challenges Our Approach Strategy & Execution Outcomes Key Results

About My Water Filter

In a mission to provide clean drinking water to the world, My Water Filter, located in Western Australia, sells water filters and water filter cartridges to Australian consumers to purify Australian water sources. that are compromised with either bore water or recycled water


As our population grows there’s more and more of a demand for safe and clean water systems. More than 750 million people every year lack access to clean drinking water with around 3.4 million people passing away each year from water-related diseases. By offering the widest range of water filters to everyday Australians, My Water Filter’s vision is to provide a sustainable water supply to overturn the global water crisis. 

Despite having high levels of traffic and more keywords ranking on the first page compared to their competitors, My Water Filter was lacking monthly conversions and as a result, revenue was being affected due to a poor site migration.  

Wanting to get the conversions their visibility deserves, My Water Filter reached out to Online Marketing Gurus in December 2020, looking at an SEO and Social, integrated marketing campaign to achieve their marketing goals.

  • Poor site migration
  • Goal tracking inaccurately measures conversion and goal targets
  • Suboptimal configuration of website for technical SEO
  • Minimal content on key category pages

Our Approach

Due to a large customer base and additional marketing channels, we found that their MOF campaigns were driving the majority of their purchases. Therefore the biggest ‘problem’ and goal was to attract TOF purchases. As such, our Gurus looked at traffic and conversion campaigns on Facebook, along with fixing the technical issues onsite to recover organic traffic to pre-migration levels. 

Strategy & Execution

OMG - Badge - SEO

Honing in on TOFU and MOFU, product-focused campaigns to maximise conversions

Paid Search represents 36% of all searches in Australia, and as such, our focus was to hone in on driving profitability from this channel. Focusing on efficiency within our campaigns to ensure we are minimising wastage whilst looking for scaleability on the campaigns to see how we can scale our paid search efforts and drive more profitable sales, our aim was to cut the cost per lead to create an efficiently scalable campaign. 

Our approach looked at implementing product-focused campaigns and lookalike audience targeting to generate TOF interest. As previously mentioned, My Water Filter’s MOF campaigns were driving the majority of purchases, so based off conversion data, we created value-based lookalikes to help us find users most similar to past purchasers to supercharge TOF interest. 

Through market research to identify popular search intentions and volumes with consistent A/B testing of imagery, copy and ad set structure, our PPC Gurus created Facebook, product-focused campaigns targeting TOF and MOF users to re-engage users for upkeep and increase conversions.

Within just 6 months since the start of the campaign, My Water Filter and Online Marketing Gurus were able to skyrocket social revenue by 500%, achieving a 9:1 ROAS on all social advertisements and reducing the cost per acquisition by 50%.

OMG - Icon Badge - Website

Technical optimisations to return to pre-migration targets

The biggest hurdle when onboarding My Water Filter was uncovering a poor website migration that had significant ramifications on their organic results, but no job is too challenging for Online Marketing Gurus. 

In comparison with other industry players, My Water Filter already had great levels of organic traffic, referring domains and keywords ranking on the first page, but lacked the domain authority to be seen as a trustworthy and authoritative figure all partly due to the poor site migration. 

Our SEO Gurus looked at a number of ways of turning My Water Filter’s success around. OMG identified pages with multiple title tags, broken goal tracking, missing/duplicate metadata, below average core web vitals and internal links returning 3xx or 4xx status codes, meaning users aren’t finding the content they’re after. 

By making the necessary fixes and optimisations, OMG aimed to help My Water Filter recover organic traffic levels seen pre-migration, updating fundamental technical issues on site to improve site ranking potential and better our click-through rate potential.


To note, OMG helped increase:

  • 9:1 ROAS, Social Ads
  • 500% increase, Social Revenue 
  • 50% reduction, cost per website purchase
  • 125% increase, TOF purchases

To note, OMG helped in:

  • Implementing product-focused campaigns 
  • Targeted audience targeting and optimisation based on specific user engagement/website behaviour
  • Segmented audience targeting & optimisation

Key Results


ROAS on Social Ads


increase in social revenue


reduction in cost per website purchase


increase in TOF purchases

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