Migrating to Shopify While Scaling Organic Traffic 30x and Lifting ROAS to 380%

By the time this client came to us, they were carrying three separate problems that had been treated as separate projects for too long. Their WooCommerce store was no longer capable of supporting the business, both technically and in terms of day-to-day management. Their previous agency's PPC campaigns were returning a return on ad spend of less than 200% - a figure that, in a gifting and celebrations market with tight margins and seasonal spikes, was quietly costing the business money every month it continued. And their brand identity hadn't kept pace with where the business now needed to sit in the market.

The complicating factor was that none of these could be solved in isolation. A platform migration done carelessly is one of the fastest ways to lose years of organic search visibility overnight. A brand refresh that ignores what's already converting on paid and organic channels risks breaking performance for the sake of aesthetics. And a PPC account rebuilt without reference to the wider SEO and brand strategy tends to compete against the business's own organic listings rather than complementing them.

The client came to us needing urgent help: to save their website from a failing design and CMS that was costing them time and money, all while building a transferable SEO strategy and recovering ROAS from PPC.

The project was very detailed and required a wide range of skills and expertise to complete.

We didn't run all of this as one undifferentiated project. The migration came first, and it was treated as an SEO project as much as a technical one - every URL was mapped and redirected individually, structured data was rebuilt to match (and improve on) what the WooCommerce site had, and page speed was addressed as part of the build rather than left as a post-launch fix. The goal was a platform switch the organic channel wouldn't notice, other than performing better.

With the technical foundation secure, the brand refresh and new website design gave the business a visual identity that matched its actual position in the gifting and celebrations market - one built to work as well in a paid search ad as it did on a product page.

The PPC account was then rebuilt from the ground up rather than lightly optimised. We restructured campaigns around actual product margin and purchase intent rather than broad category targeting, which is the change that typically has the single biggest impact on ROAS in a gifting business with widely varying product values.

SEO ran continuously throughout and beyond the migration - content, on-page and technical work aimed not just at recovering pre-migration rankings but at growing well past them, informed by the same keyword and intent data shaping the PPC restructure.