Demon Plates
SEO & PPC Strategy for Car Number Plate Retailer
%
Increase in organic traffic year on year.
%
Increase in keywords ranking in the top 3 positions on Google.
% YoY
Increase in return on ad spend (ROAS) across Google Ads campaigns.
Executive Summary
Client Overview
Demon Plates is one of the UK’s leading manufacturers and retailers of legal and custom registration plates. They specialise in 3D gel, 4D laser-cut, and bespoke show plates, all made in-house with precision equipment and compliant to UK road standards. With a strong online presence and decades of industry experience, the brand is well-known for its speed, quality, and customer service.
Main Challenge
Although Demon Plates had established a strong brand name, competition in the private plate sector had intensified. Organic visibility for key non-brand terms had declined following Google algorithm updates, while paid search costs had risen. The challenge was to recover rankings, expand reach across new product categories, and optimise paid campaigns for efficiency.
Services Provided
Fly High Media delivered a complete SEO and PPC strategy, rebuilding organic authority and driving profitable paid growth. This involved comprehensive technical SEO improvements, structured content expansion, and targeted Google Ads management to strengthen visibility and conversion performance across all channels.
Key Results
Our work delivered substantial gains in visibility, traffic, and revenue. Organic sessions rose by over 200%, PPC campaigns achieved a strong 3.4x ROAS (non-brand, higher for brand), and the site saw improved rankings for hundreds of high-value non-brand keywords.
About the Client
Demon Plates is a long-established UK-based supplier of custom registration plates, serving both individual motorists and trade clients. The company offers road-legal plates, as well as show plates and the increasingly popular 4D and 5D styles, which feature a raised, high-quality finish.
Recently, Demon Plates has expanded its range to include bespoke show plates and customisation options for fonts, borders, and finishes through its online plate builder.
The business approached Fly High Media to strengthen its digital presence, improve keyword coverage, and drive higher sales through both organic and paid search strategies.
Objectives.
To enhance online performance through a unified search strategy that would: Increased organic traffic and conversions for non-brand search terms, expand visibility for 3D, 4D, and car-specific number plate keywords, improve Google Ads efficiency by increasing conversion value and reducing cost per acquisition, and strengthen overall digital footprint and revenue contribution from search.
Challenges.
The client’s website had strong brand authority but limited depth for key product categories. Structural and technical SEO issues were restricting indexation, and there were missed opportunities for landing pages targeting popular plate types and vehicle makes.
In paid search, keyword overlap between brand and non-brand activity led to inefficient ad spend. The campaign needed restructuring to drive qualified traffic and deliver stronger returns.
Strategy.
We developed a data-led, multi-channel strategy covering both organic and paid search.
SEO and Content Expansion
Our team carried out a full technical audit, resolving crawl and indexing issues and improving site speed and metadata. We created optimised landing pages for high-value categories such as 3D, 4D, and 5D plates, as well as car-specific collections (e.g., Audi, BMW, and Range Rover plates). Ongoing blog content helped target informational searches around plate legality, fitting, and style options.
PPC Campaign Optimisation
We rebuilt Google Ads campaigns around product-specific ad groups, improving ad relevance and Quality Scores. Through continuous testing, we refined ad copy, keyword targeting, and landing page experience. This reduced cost per conversion and increased revenue per click, maintaining a healthy ROAS across the account.
Cross-Channel Insights
Monthly reporting combined SEO and PPC data to identify crossover opportunities. Budget was reallocated from paid campaigns where organic rankings were performing well, ensuring maximum efficiency across both channels.
Our Solution.
Following a full discovery process, Fly High Media implemented a structured plan to improve performance across all areas of search marketing:
- Introduced new, optimised landing pages for high-intent non-brand searches.
- Resolved technical SEO issues to improve indexation and crawl health.
- Built content for 3D, 4D, and 5D plate categories with enhanced internal linking.
- Improved site speed and mobile usability.
- Rebuilt Google Ads campaigns for core products and vehicle-specific audiences.
- Conducted continuous A/B testing on ad copy and extensions to improve CTR.
Landing Pages.
We developed a full strategy to target new keywords by creating individual landing pages for the types of number plates Demon Plates can manufacture, as well as the car manufacturers.
The Result.
Our full efforts for Demon Plates have delivered consistent, measurable results across organic and paid channels.
The site achieved stronger visibility, broader keyword reach, and higher overall engagement. The combined SEO and PPC approach drove significant commercial impact, with total revenue increasing across both paid and organic channels.
108%
increase in organic traffic year on year
26.4%
increase in organic revenue
5-6X
ROAS across all Google Ads campaigns
-25%
reduction in cost per conversion
Conclusion.
Fly High Media’s integrated search strategy helped Demon Plates regain dominance in the custom number plate market. Through precise technical improvements, strategic content development, and refined paid search management, the client achieved major gains in visibility and sales efficiency. The results demonstrate the value of aligning SEO and PPC to create sustainable, scalable growth within a competitive online retail sector.
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