Showered With Sales: BSD’s 1,771% Conversion Win

Bathroom Sales Direct (BSD) is a leading Australian bathroomware retailer making waves for its commitment to quality, affordability, and convenience. From sleek vanities to commercial-grade fixtures, BSD has become a trusted name for both homeowners and trade professionals. But as demand accelerated, it was clear that their digital marketing needed to evolve to match their ambition—and fast.

The Challenge: Pipeline Problems

BSD wasn’t starting from scratch. They had a strong product offering, a busy Sydney showroom, and an ecommerce platform that was already performing. But behind the scenes, their marketing was disjointed. Traffic was coming in—but not from the right places. Conversions were happening, but not at the scale they should be.

They needed a better approach to drive qualified traffic, grow their organic footprint, boost showroom foot traffic, and tie all their efforts together with smart tracking and attribution. The goal was clear: turn a good operation into a great one, and position BSD for serious, sustainable growth.

A Watertight Strategy Across Every Channel: A Seamless Funnel

We rolled out a full-funnel strategy spanning paid, organic, email, social, and local search—designed not just to bring in visitors, but to convert them into buyers, and keep them coming back.

A Google Ads Setup Built to Handle the Flow

BSD’s existing Google Ads account was active, but inefficient. Conversions were too expensive, and much of the budget was being drained by low-intent traffic. We knew an innovative & precise structure was the key to unlocking scale.

We completely rebuilt the account from the ground up. Campaigns were refined around high-intent product categories, the budget was split based on geographic opportunities, and new bidding strategies helped maximise performance where it mattered most. This overhaul was based on our approach to Google Ads strategies tailored for growth-focused businesses.

We launched:

• Performance Max campaigns targeting high-value products like vanities and showers
  
• Google Shopping Ads with dynamic retargeting and optimised product feeds
  
• Geo-targeted campaigns to split spend between ecommerce and showroom markets
  

Advanced bidding strategies focused on efficiency and conversion growth.

Tiled to Perfection: SEO That Ranks and Converts

With thousands of products and categories, BSD needed an SEO strategy that was both scalable and strategic. The goal wasn’t just rankings—it was better visibility for their most valuable products and a smoother path for customers to convert.

We focused on technical foundations first, fixing indexing issues and metadata gaps. Then we rolled out optimised content across 100+ category pages, supported by strategic internal linking and UX enhancements to improve both discovery and usability. Our approach reflected the same principles we apply when delivering ecommerce SEO for large product catalogues.

We rolled out:

• 110+ category pages targeting product-specific search terms
  
• Technical SEO improvements across crawlability, metadata, and mobile speed
  
• Structured internal links to guide users and search engines to priority pages
  

On-page optimisation aligned with real-world buying behaviour.

From Cold to Steamy: Email Marketing That Warms Up Sales

BSD had an email list, but it wasn’t being used to its full potential. With the right automation and segmentation, email could become one of their most reliable and profitable channels—and that’s exactly what we set out to achieve.

We introduced tailored customer journeys designed around product interest, buying stage, and engagement level. From abandoned carts to post-purchase flows, each email was created to move the customer further along the path to purchase.

We implemented:

• Automated flows for new sign-ups, cart abandonments, and re-engagement
  
• Segmented campaigns based on location, product category, and lifecycle stage
  
• Monthly email calendars aligned with product cycles and seasonal promos
  

A/B tested subject lines and designs to improve open and conversion rates

Polished and Posted: Tap-Worthy Social Content

BSD’s social channels weren’t doing much heavy lifting. We turned Facebook and Instagram into high-performing channels that supported both brand awareness and conversion goals.

We rolled out always-on paid ads through Meta Advantage+ for retargeting and discovery, supported by organic content that built brand trust and showcased products in action. This was built on our experience running high-impact Meta Ads that convert across the funnel.

We launched:

• Paid Meta campaigns for retargeting and cold audience engagement
  
• Creative testing using carousels, testimonials, and limited-time offers
  
• Organic content focused on education, inspiration, and product trust
• A strategic calendar to keep content timely and audience-focused

Local Search: Turning Digital into Foot Traffic

While BSD’s ecommerce store was growing, their Sydney showroom remained a key revenue stream, and it needed more support from digital. Our goal was to drive more local users from online searches straight to the showroom floor.

We optimised BSD’s local presence by refining their Google Business Profile, creating location-targeted ad campaigns, and building trust through accurate NAP citations across key platforms. All of this followed our framework for local SEO that helps physical locations thrive.

We introduced:

• Google Ads targeting local, high-intent users near the Sydney showroom
  
• Google Business Profile optimisations for stronger map visibility
  
• NAP citation building to boost trust and consistency in local directories
  

Keyword targeting aligned with showroom-based product interest.

Tapping Into Long-Term Growth: Results That Keep Pouring In

With a fully integrated digital strategy, BSD didn’t just grow—they soared.

Highlights include:

• +1,771% increase in Google Ads conversions
  
• +834% more ad clicks from high-intent shoppers
  
• +204% total revenue growth, with over half attributed to paid and owned channels
  
• +242% increase in attributed revenue, thanks to better tracking and attribution
  
• Email marketing drove over 70% of attributed conversions.
  

Month-on-month growth in showroom foot traffic thanks to local search improvements

Want to unlock this kind of growth for your brand?
Let’s chat. We’ll help you build a full-funnel digital strategy that scales fast and keeps performing.