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Google Ads & SEO Case Study: Nature’s Farmer Sea.

Nature’s Farmer Sea, a top sea moss product brand in Australia, partnered with DMKT Performance to enhance its digital presence and maximise returns through strategic Google Ads and SEO initiatives.

89.3Korganic clicks from Googleup 941% year on year
3.6Msearch impressionsup 743% year on year
+142%total organic users30,755 to 74,528
No.1for every money keywordsea moss, sea moss gel, seamoss

Australia’s most visible sea moss brand in Google search, built over 18 months of technical SEO, content and disciplined Google Ads scaling.

Client overview

Business
Nature’s Farmer Sea
Industry
Ecommerce, sea moss wellness products
Market
Australia, national online retail
Services
Technical and on-page SEO, content, Google Ads Search and PMax

Visit naturesfarmersea.com →

The Challenge - Case Study

Google Ads Campaign Performance

The Challenge

Nature’s Farmer Sea faced high CPA (Cost Per Acquisition) and low conversion rates, hindering overall ROI.

The Solution

DMKT Performance implemented a refined Google Ads strategy focusing on search and PMAX campaigns. Key actions included:
• Cleaning conversion tracking for accurate CPA and ROAS data.
• Updating ad creative with high-quality videos and relevant imagery tailored to seasonality and product education.
• Enhancing messaging and ad assets, such as sitelinks and callouts, to improve ad visibility and engagement.


The Results

• CPA Reduction: The CPA dropped by 29%, improving the efficiency of ad spend.

• Conversion Rate Increase: Conversion rates rose by 19%, showing higher engagement and more effective ad targeting.

• CTR Growth: CTR for search campaigns increased by 18%, highlighting better messaging.

• CPC Decrease: CPC reduced by 15%, allowing more clicks within the same budget.

• Impression Rate Surge: Impression rate competition increased by 44%, enhancing ad visibility against competitors.

• ROAS: Return on ad spend rose from 2.2x in January to a steady 3.8x to 4.0x for the rest of the year, holding firm even as the budget more than quadrupled.

• Profitable Scaling: Budget was scaled by an average of 17% month on month across the year without sacrificing efficiency, lifting monthly conversions from roughly 130 to more than 950.


These improvements streamlined campaign performance and positioned Nature’s Farmer Sea’s ads prominently in competitive searches, maximising reach and engagement.

The Solution - DMKT Performance

Ad spend versus conversions

Budget was raised only while the numbers held. Conversions grew close to twice as fast as spend.

Ad spend (indexed, January = 1.0)Monthly conversions
JanFebMarAprMayJunJulAugSepOctNov
4.2xincrease in monthly ad spend across the year
7.5xincrease in monthly conversions over the same period
+17%average month-on-month budget scaling

Return on ad spend held while the budget grew

The efficiency test: most accounts lose ROAS as spend scales. This one improved.

2.2x4.0x3.8x JanFebMarAprMayJunJulAugSepOctNov

Dollar budgets are withheld at the client’s request. Spend is shown indexed to January so the relationship between investment, conversions and efficiency stays visible.

This is what disciplined scaling looks like when the account structure can take it.

See what this could look like for your account →
The Challenge - Case Study

SEO Campaign Transformation

The Challenge

The site experienced low organic traffic and weak keyword rankings, impacting visibility and conversions. The aim was to fix technical issues, improve keyword rankings, and increase organic sessions and revenue.

The Solution

DMKT Performance launched a comprehensive SEO campaign focusing on technical, on-page, and off-page elements:

• Addressed technical issues, boosting the site health score from 86% to 93%.

• Improved rankings for money keywords, securing top search positions.

• Optimized content and metadata, adding new keywords to the top 3 search positions.

The Results

• Organic Traffic: 71,795 new users in the 12 months to January 2025, up 137% year on year, and 89.3K clicks from Google, up 941%.

• Revenue: $120K generated through organic search.

• Visibility Growth: Search visibility climbed to 45.28% on desktop and 47.19% on mobile, gains of 42.3 and 44.6 points.

• Keyword Rankings: Number 1 and 2 positions for every money keyword, with 45 new keywords in the top 3 on desktop and 64 on mobile.

• CTR Improvement: Average click-through rate reached 2.5%, up 23% and ahead of the 2% target, on 3.6 million impressions.

KeywordMonthly searchesWasNowMovement
sea moss22,20021Up 1
sea moss australia2,40021Up 1
sea moss gel2,400—1New
sea moss capsules39041Up 3
the og sea moss39011Held
blue sea moss26011Held
sea moss gels260—1New
seamoss gel48022Held
sea moss gel australia210—2New
organic sea moss17042Up 2

These SEO efforts significantly boosted organic traffic and revenue, validating the effectiveness of technical and strategic SEO optimisations.

Google Search Console performance

1 January 2024 to 15 January 2025, compared with the previous period

Total clicks
89.3K
↑ 941.13%
Total impressions
3.6M
↑ 743.31%
Average CTR
2.5%
↑ 23.46%

Search visibility, June 2023 to January 2025

Share of the searches that matter in this category. The vertical marker is where we started.

Desktop, Australia45.28%

Up 42.3 points from around 3%

Mobile, Australia47.19%

Up 44.6 points, ahead of desktop

Organic users, year on year

30,755
Jan 2023 to Jan 2024
74,528
Jan 2024 to Jan 2025

Organic click-through rate

2.0%
Target
2.5%
Achieved, up 23%

Owning the head terms in your category takes technical work most agencies skip.

Talk to us about your money keywords →

Want search and paid working together like this?

We take on a small number of ecommerce clients where both channels can compound. If that sounds like your business, a 20-minute session will tell you whether it is worth doing.

Get in touch now →

No pitch unless you ask for one.

Why it worked

Sea moss is a crowded, claim-heavy category where nobody was doing the boring work properly. We fixed the technical foundations first, took the site health score from 86% to 93%, then went after the head terms rather than easy long-tail wins. That is why the brand now sits at number 1 or 2 for every money keyword instead of ranking well for phrases nobody searches.

On the paid side we did the opposite of what most agencies do with a scaling budget: instead of chasing volume, budget went up roughly 17% a month only while the numbers held, so spend grew with the results rather than ahead of them. Search and paid ended up feeding each other, which is the whole point of running both properly. If you sell online and want the same approach, start with our SEO service or Google Ads management.

Talk to the team at DMKT Performance

We would love to connect with you and brainstorm ideas to enhance the performance of your digital assets.

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