Making digital performance sweeter for AQuarterOf

AQuarterOf approached Green Ginger Digital after a strong start to the year back in 2020. Lockdown demand during the pandemic had created a surge in sales, but it also triggered a wave of new competitors entering the market. As the landscape grew more crowded, performance began to decline, and sales came under increasing pressure.

The brand had tested PPC and Shopping several times before, but had never achieved a sustainable CPA. For low-margin products, efficiency was essential for paid activity to be commercially viable, and rising CPCs made that challenge even tougher.

Our brief was to deliver incremental sales while maintaining a tightly controlled CPA to protect profitability. In a market where competition was accelerating and costs were climbing rapidly, this required a far more disciplined, data-led approach.

On the organic SEO side, the picture was similar. SEO performance was mature and difficult to scale, and rankings had begun to slip as new challenger brands entered the market, often employing aggressive tactics that quickly propelled them up the SERPs.

AQuarterOf needed a partner who could stabilise performance, rebuild efficiency and create a path back to sustainable growth across both Paid and Organic channels.

Green Ginger Digital delivered a comprehensive overhaul of AQuarterOf’s search strategy, bringing PPC, Shopping, and SEO together into a cohesive, forecasted plan to restore efficiency, strengthen visibility, and drive sustainable, incremental revenue growth.

Our key focus areas included:

• Re-architecting PPC and Shopping accounts to replace outdated structures with a cleaner, more data-rich setup. This provided us with meaningful product and category-level visibility, enabling us to identify profitable areas and reduce spend in segments that could not meet the strict CPA requirements.
• Building a structured testing roadmap to understand which product groups, audience combinations and bidding approaches delivered genuine commercial value. This allowed us to scale only what worked and protect margins in a category where CPCs were rising fast.
• Undertaking a technical SEO rebuild, fixing crawl barriers, improving site hygiene, removing low-quality or duplicate pages and ensuring search engines could access and interpret content more effectively.
• Creating a commercially focused keyword and content plan, shaped by demand patterns, competitor movements and gap analysis. This guided both new content creation and the optimisation of existing pages to strengthen organic relevance in areas where AQuarterOf was losing ground.
• Bringing Paid and Organic together so decisions were made holistically, minimising cannibalisation and ensuring each channel contributed incremental gains rather than shifting revenue from one to the other.
• Introducing more precise measurement and reporting, giving the team visibility of what was driving real growth across both channels and where investment would have the highest commercial return.

The combined approach allowed AQuarterOf to regain control of spend, strengthen visibility and grow the channel mix sustainably without compromising CPA. The strategy delivered clear, measurable improvements across both Paid and Organic, restoring efficiency and putting the brand back on a sustainable growth path.