Turnkey e-commerce marketing for an online store selling gates, roller shutters, and automation systems

We were approached by an online store specializing in the manufacture and sale of garage and industrial gates, roller shutters, automation systems, barriers, and their components. 

General information about the project

• Niche: manufacturing and sale of gates, roller shutters, automation and related products, e-commerce.
• Target audience – B2B and B2C: car owners, developers, contractors.
• GEO: Lviv, Zakarpattia, Khmelnytskyi, and Chernivtsi regions.
• Period: 10 months
• Services: landing page development, Google Ads (Shopping, Performance Max, Google PPC advertising), SEO strategy, comprehensive SEO support.

This project was comprehensive from the very beginning: we immediately developed a plan where advertising had a quick effect, and SEO gradually increased effectiveness. This approach allowed the client to receive applications from the first weeks of work and at the same time lay the foundation for long-term growth.

Initial situation and tasks

The client already had a website and a range of products, but:

• effective landing pages were needed for promotional offers on priority product groups;
• advertising in Google Ads was launched partially, without a systematic approach;
• SEO was not yielding tangible results because the website was not technically ready for large-scale promotion;
• a strategy was needed that would ensure both quick results (from advertising) and long-term results (from organic traffic).

The task was to build a system that would make it possible to attract applications immediately, but at the same time not depend solely on the advertising budget. It was important for the client that marketing worked as a single mechanism and that there was room for experimentation with offers.

Our solution

The first stage was to launch advertising on Google PPC and begin developing landing pages for promotional offers.

Landing Pages

We prepared a complete technical assignment:

• competitor analysis;
• development of the structure and logic of offers;
• placement of CTA;
• design layouts in Figma for PCs and mobile devices.

The layout was implemented by the client’s developer. As a result, two landing pages were created:

• For the sale of roller shutters;
• For the sale of gates and automation.

The landing pages became entry points for targeted traffic. Thanks to their clear structure and focus on benefits, they worked as an additional source of requests to the main online store.

Google Ads

The logical step for the online store selling gates and roller shutters was to launch Google product advertising. However, we did not limit ourselves to this product in our cooperation. To achieve better results, we tested splitting into search contextual advertising for the online store, product advertising, and Performance Max.

• We launched Google PPC Ads, Shopping, and Performance Max.
• The main focus was on the garage door group, campaigns for automation, accessories, and components.
• The average CTR across all groups was 14.36%.
• We received an average of 40+ conversions per month from advertising — a conversion is considered to be a call for consultation and order, online order, or addition to the cart.
• The “Gate Automation” category brought in the most sales.

An additional advantage was that the increase in the budget directly affected the number of applications, which was especially important during the season. In the off-season, we worked with minimal budgets for the niche, which reduced the reach and traffic from advertising.

SEO strategy and support

We started with a comprehensive website audit, after which we developed a complete SEO strategy:

• competitor analysis;
• semantics collection and clustering;
• building a semantic structure for the website;
• recommendations on usability and commercial factors;
• content plan;
• link building strategy.

Next, we agreed on the implementation pace with the client and began work:

• Conducted monthly audits and implemented technical corrections.
• Wrote and posted optimized content in priority areas.
• We worked on link building.
• We set up Google Search Console, Analytics, and Tag Manager.
• We improved usability: product cards, shopping cart, loading speed, online payment, filters.
• We created a blog to attract informational traffic.
• We regularly monitored the site’s positions in priority areas.

It should be noted that due to the presence of partner sites in the dealer network, the client’s site grew more slowly, since the search results almost completely duplicated the assortment and contacts of the main office.

SEO results for an online store

Despite the obstacles, we did a lot of work that contributed to steady growth in traffic and organic requests:

• In 6 months, 19% of keywords from all commercial semantics (for example, “domestic sectional doors,” “garage high-speed doors”) entered the TOP 10.
• Organic traffic grew from ~200 to 900+ visits per month.
• Organic traffic began to generate 50+ conversions per month and became the primary source of requests on the website.

SEO gradually became the basis for growth. While advertising provided quick leads, organic traffic allowed us to reduce the cost per lead and form a stable channel of requests without being tied to the budget. Subsequently, organic promotion work was carried out according to the plan in the strategy by the client’s internal marketing team.

Thanks to a comprehensive approach, the client received a system where advertising and SEO complemented each other. This made it possible to grow quickly and at the same time lay a long-term foundation for sales.

Conclusions

The combination of properly configured advertising and SEO support provides maximum effect for niches where purchasing decisions are not made immediately. In this project, we ensured a flow of applications through Google Ads and landing pages, while simultaneously laying the foundation for long-term growth through SEO.

Organic traffic became the primary source of leads within six months, reducing dependence on paid advertising, while advertising remained a driver for scaling. For the client, this meant stable sales, audience expansion, and a clear system of predictable results.