Australian Pool Paint & Coatings Retailer
From an outdated website with zero online sales to a growing ecommerce channel.
Industry: Pool Paint & Coatings / Ecommerce
Location: Australia
My Role: Digital Marketing Manager
Scope: Website Strategy & Development · SEO Copywriting · SEO · Google Ads · Meta Ads · Social Media · Analytics & Tracking · Website Management
Where we started
When I started working with this client, they already had a website, but it wasn’t really functioning as an ecommerce store.
Customers still had to call to place an order, and online sales were essentially at zero.
Before we could focus on bringing more people to the website, we needed to build a better foundation and give customers a way to actually buy online.
What we worked on
We started by rebuilding the website on Shopify and creating a proper ecommerce experience from the ground up.
I worked on the website structure and design, wrote the SEO copy across the entire site and product pages, and set up the foundations we needed to understand how the website was performing.
That included Google Analytics, Google Search Console, and Google Merchant Center.
Once the website was ready, my role continued across SEO, Google Ads, Meta Ads, social media, and ongoing website management.
There were a lot of moving pieces, which is also what made this project interesting. I wasn’t looking at each channel in isolation. I was looking at how they could work together to grow the client’s online business.
The new website
We launched the new Shopify website in August 2025.
For the first time, customers could browse products, learn about the different options available, and complete their purchase online.
Search was also considered from the beginning. I wrote and optimized the website and product copy around the way customers were actually looking for these products online.
Building visibility after launch
Once the website was live, the next job was getting it in front of the right people.
We worked across organic search, Google Ads, social media, and paid social while continuing to improve the website itself.
By the end of 2025, Google Search Console had recorded:
37.6K
Search impressions
552
Organic clicks
The website had also started appearing for relevant searches around pool paint, specific products, and location-based queries.
Turning traffic into sales
This is where the project started to get really exciting.
The previous website generated essentially no online sales.
Within the first few months of launching the new ecommerce site, Shopify recorded:
A$83.2K+
18.6K+
Website sessions
from August to December 2025.
Google became one of the strongest revenue channels. Shopify attributed approximately A$22.9K in sales to paid Google traffic, while organic Google Search contributed another A$13.5K during the reporting period.
Our Performance Max campaigns also generated:
A$35.68K
Conversion value
A$6.09K
Ad spend
586%
ROAS
My role
I worked with the business as their Digital Marketing Manager, overseeing the wider digital marketing direction while staying hands-on across the work.
My responsibilities included:
- Shopify website strategy, design, and development
- SEO copywriting across website and product pages
- SEO
- Google Analytics setup
- Google Search Console setup
- Google Merchant Center setup
- Google Ads management
- Meta Ads management
- Social media management
- Website maintenance and optimization
- Ongoing performance monitoring
In the client's words
A few months after launch, I received a message that made me smile:
“Annual sales has gone up to 10% and the website is smashing it.”
There’s still plenty we’re learning and improving, but that’s part of the work too.
The website went from being somewhere customers could find the business to becoming a channel that could actually generate sales.