A UK aluminium balustrade e-commerce brand

The starting point

The business had moved its store from WordPress to Shopify. A replatform changes the address of almost every page, and every old address that is not redirected loses the rankings it had built up.

Many of its sales are quote-led. A buyer asks for a quote, receives a layout and a price, and orders days or weeks later. Without that data, Google Ads could only see the orders placed directly online, and bidding was learning from a small part of the sales.

What we did

Search structure

• Mapped old WordPress URLs to their new Shopify equivalents
• Audited collections and product pages and fixed pages competing for the same search terms
• Built a keyword structure in Ahrefs, with one clear target for each collection and product
• Moved the catalogue to one consistent product-title pattern, with keyword-led SEO titles

Paid media and measurement

• Set up a quote pipeline that matches quote requests to the orders that follow
• Fed leads and sales back to Google Ads as offline conversions
• Moved the Meta catalogue to Shopify's Facebook and Instagram sales channel
• Enabled Meta Pixel with Conversions API

Reporting

• Monthly reporting from Google Search Console data

What it shows

For a quote-led business, the biggest gains come from fixing the foundations first: a clean URL and keyword structure for organic search, and conversion data that tells the ad platforms which clicks turn into orders.