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CEF (City Electrical Factors)

Achieving a +4,545% ROAS on Google Ad Spend (PPC) while driving a +740% increase in new visitors from organic search (SEO).

£18,687 ad spend, £849,367 return.

+4,545% Return on Ad Spend.

740% increase in SEO traffic.


Increasing Google Ads spend from £0 to generate £850,000 in revenue.

CEF is the UK’s largest electrical wholesaler / supplier with almost 400 branches nationwide, with an increasing web presence. We were initially asked to improve organic performance in Google (SEO), but quickly recognised the opportunity to grow both SEO and PPC as revenue channels for the brand.

Targets and expectations were high, especially as overall search visibility for non-branded searches within Google was low, we were essentially starting from zero. However, we knew the opportunity and returns were there if we got the strategy right.

Seed have been a fantastic addition to our team, working autonomously while feeling like a complete extension of our internal marketing team. The results speak for themselves, I wholeheartedly recommend Seed as your digital marketing partner.

John Powell

Head of Marketing, CEF

Dominating organic search listings – increasing SEO traffic by 740%

Within 3-months we had identified and fixed a huge volume of SEO issues within the site, and started a longer term project to restructure the website to drive organic traffic and revenue.

Within 6-months we had achieved position 1 ranking for large volume primary keywords such as “Electrical wholesaler”, “Electrical Supplies”, and “Electrical Products”.

This in turn, along with ranking individual product and category pages, resulted in a 740% YoY increase in organic traffic.

Delivering on a new channel – driving +7,545% ROAS (Return on Ad Spend) for Google Ads.

While working with CEF, we also identified that Google Ads could become a huge revenue channel for the brand. We agreed an initial budget, forecasting ROAS and agreeing a scaled inventory rollout.

Initially we launched Google Shopping, managing a dynamic inventory of over 35,000 SKUs, each product with its own profit margin, purchasing behaviour, audience, etc Our key challenge was to manage the vast and dynamic product inventory in an efficient, scaleable and profitable way.

Within 8 weeks of launching the accounts, we achieved an initial ROAS of +4,545% on ad spend, generating £849,367 in sales from an ad spend of just £18,687.

The Results

We’re hugely proud of the fantastic results we’ve achieved with CEF, but more-so with the step forwards we’ve supported the business take with digital transformation of the marketing efforts.

  • £18,687 ad spend, £849,367 return.
  • +4,545% Return on Ad Spend.
  • 740% increase in SEO traffic.

Interested in results like these? Call us on 01273 286 616 or email for a no-obligation review of your website’s SEO, your Google Ads account or future Paid Search activity.

Let’s start the conversation

We love learning about new businesses and yours is no different! Leave us a message in the form below, or drop us a line on 01273 286 616