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Sydney Shade Sails

How Sydney Shades Sails Generated 256% More Clicks From PPC



More clicks from PPC ads


Decrease in cost per click (CPC)


Increase in organic traffic


Increase in click through rate (CTR)

Meet Shade Sails Sydney

Shade Sails Sydney maintains its reputation as one of Australia’s leading high quality shade solution manufacturers. Today, with so many shades to choose from online, finding the right one for your needs isn’t always a quick, set and done task. Luckily, Shade Sails Sydney specialise in manufacturing and installing sails, privacy screens & awnings alongside providing personalised service. 

Shade Sails Sydney combine the convenience of online shopping with over 24 years of experience in professional installation services to bring their customers shades of premium quality at competitive prices. 

However, even when you're a pioneer in the industry, it can be difficult to yield fast and consistent search result traffic. This is the very reason why Shade Sails Sydney partnered with OMG on a stellar SEO and PPC campaign optimised for top placement for targeted search terms. This flexibility provided us with the opportunity to open the doors to the individual needs of the business. 

By targeting the right people, at the right time, we were effectively able to help the company grow for both short and long term success. 

Operating in a competitive industry, however, meant that Shade Sails Sydney was stagnating in terms of attracting enough enquiries on their website. Our Gurus were able to help them realise what they needed to solve their problem. PPC was merely an enabler.

Since partnering with us in 2015, the results we have achieved for them are unbelievable.

Key challenges

  • Lack of search engine visibility which lead to a lack of organic traffic, and inevitably low sales
  • Website not attracting enough enquiries, which meant they could not achieve the phenomenal results they wanted
  • Being outranked by competitors, which meant missing out on a number of significant opportunities that could result in sales and leads
Case study date 06 September 2019

Our Approach.

Growing your business in an overly crowded marketplace or becoming the top player in your niche requires strategy at the cutting edge of innovation. This is why we implemented the two legs of search engine marketing that are vital to growing your business online - Pay-per-Click (PPC), and Search Engine Optimisation (SEO).

  • Profiling high ranking and top websites and brands to help carve out a niche and invest in channels to capitalise on
  • Having a solid grasp of the current on-page factors of their website to identify opportunities for growth
  • Implementing strategies for attracting and gaining high-quality links, including building links with great velocity
  • Updating our strategy, approach and tactics by finding new items for mastery as the digital landscape evolves
Sydney shade sails flying mac
After my first meeting, I just knew they would do a good job. They had done their homework on my website and had things planned—I was there for the ride and to sign the check. They knew where they were taking me, like a confident taxi driver they knew the fastest routes without breaking the rules. They’re smart professionals—what you need around you in business.
Leonard C.
Managing Director, Sydney Shade Sails

Breaking down Sydney Shade Sails's winning digital strategy.


Putting the pieces of SEO wisdom together

Competition for top spots on the search engine results page (SERP) is on the rise, and standing out from the crowd in order to maximize search ROI starts with crafting and executing an exemplar keyword research plan. Once we shed clarity and confidence into our keyword research, we were able to optimise every webpage for organic keywords.

But, landing pages sometimes fail to convert for many reasons, and the culprit often lies in not placing enough importance on the universal tool - content. Sure, there are thousands of ‘best practices’ that you can use when writing copy - but if you don’t use language that doesn't resonate with your audience how will you gain your visitors trust?

Irresistible copy is what works for insanely high conversions. So, we focused on writing copy based on what we knew about their audience. Copy that converts can and will produce more leads and sales.

This meant we were able to attain stellar results - thousands of new customers were captured at a far lower cost.

What did this mean for Shade Sails Sydney? Extracting the best return by lowering the cost per conversion.


The building blocks to help PPC strategy succeed

Conversions, conversion rate and cost-per-conversion are without a doubt the 3 most important PPC metrics. A conversion-focused agency knows the drill.

Of all the areas of PPC we had to master - building the foundation for granular targeting was crucial, especially when the whole industry is pivoting.

Optimising keyword selection for ad copy formed the foundation of the campaign. To ensure every ad on the website was built to engage and convert visitors at the same rate, we rostered a list of PPC essentials and made adjustments as necessary. Once we were to hit the sweet spot and replicate a level of success that we were happy with, Shade Sails Sydney achieved conversion rate bliss.

With 256% more clicks and 70% lower cost per click, that resulted in attracting more clients who were looking for their products. The ability to be competitive in this space is critical, which is why we heavily focused on bid optimisation to increase the relevance of the ads and landing pages with ROF’s targeted audiences.

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