B2C Ecommerce PPC Ecommerce SEO PPC SEO

Heamar

SEO & PPC for a Leading Tooling & Components Retailer

heamar.co.uk

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0%

increase in return on ad spend (ROAS)

0%

increase in PPC revenue year on year.

0%

increase in organic revenue year on year

Executive Summary

Client Overview

Heamar is a UK-based ecommerce retailer specialising in high-quality tooling, mechanical components, and lighting solutions. Serving sectors such as aerospace, defence, rail, and motorsport, Heamar supplies professional-grade tools and precision equipment to businesses and engineers nationwide.

Main Challenge

The business wanted to strengthen its online visibility and improve conversion efficiency across both organic and paid channels. Despite having a strong reputation and a wide product range, their website performance had plateaued. The goal was to increase traffic quality, improve paid ad returns, and drive more online transactions.

Services Provided

Fly High Media delivered a comprehensive SEO and PPC strategy, focused on improving visibility, conversion rate, and overall return on ad spend. This included detailed account audits, campaign restructuring, bidding refinements, and a content-led SEO approach to capture new demand and strengthen authority in key product areas.

Key Results

The strategy delivered significant growth across both organic and paid search. ROAS increased by more than 90%, organic transactions rose by 70%, and organic revenue grew by 128% year on year.

About the Client

Heamar Company Ltd is a specialist distributor of tooling and electrical equipment for professional industries. With more than 40 years of experience, the business has earned a reputation for quality, reliability, and technical expertise. Their product range includes tooling, connectors, components, and lighting solutions trusted by major engineering and manufacturing sectors.

Partnering with Fly High Media, Heamar aimed to boost search performance, enhance paid advertising efficiency, and strengthen its overall digital growth strategy.

Objectives.

The goal was to create a unified strategy that increased qualified traffic, strengthened keyword visibility, and improved conversion efficiency across both organic and paid channels. The project aimed to raise Heamar’s online revenue through targeted SEO improvements and smarter ad management, while establishing the business as a trusted resource for professional tooling and engineering products.

Challenges.

The tooling and engineering supply industry is highly competitive, with many niche retailers targeting overlapping keywords and audiences. Heamar’s website faced challenges with underperforming product pages, limited content depth, and inconsistent ad performance. The PPC account contained overlapping campaign structures, outdated bid strategies, and broad keyword matching, leading to inefficient spend. At the same time, SEO opportunities in long-tail and category-level search terms were being missed.

Strategy.

We worked closely with Hemming & Wills team, holding regular meetings to discuss updates and progress throughout the project.

SEO & Content Development

A technical and content audit identified gaps holding back organic growth. We enhanced site architecture, improved metadata, and rewrote content to target high-value search terms. Internal linking was strengthened and product-led blog content was introduced, helping users move seamlessly from information to purchase while improving keyword visibility and authority.

PPC Campaign Optimisation

We restructured the Google Ads account to focus on profitable campaigns, refining bid strategies and ad scheduling to capture peak demand. Updated ad copy highlighted product quality and speed of delivery. By removing underperforming placements and redundant keywords, we achieved higher conversions at a lower cost and improved overall ROAS.

Cross-Channel Integration

SEO and PPC insights were used together to guide ongoing optimisation. Top-performing paid keywords informed organic content priorities, while strong organic rankings reduced paid spend in overlapping areas. Monthly performance reviews maintained consistent messaging and budget efficiency across both channels, ensuring sustainable multi-channel growth.

Our Solution.

We created a structured, data-led plan to rebuild visibility, improve efficiency, and increase conversions across both organic and paid channels. The strategy focused on technical precision, targeted content, and smarter ad performance.

Rebuilt and restructured Google Ads campaigns for key product categories.
Introduced improved bidding and scheduling for higher return on spend.
Enhanced metadata, site speed, and internal linking for stronger SEO performance.

Developed new blog and category content focused on high-intent keywords.
Integrated conversion-focused product links across informational pages.
Launched regular performance reviews aligning SEO and PPC priorities.

The Result.

Heamar achieved consistent and measurable growth across all key metrics. Organic performance improved dramatically, while PPC campaigns became leaner and more effective, delivering higher returns and driving stronger profitability overall.

128%

increase in organic revenue YoY

77%

increase in organic traffic YoY

92%

increase in return on ad spend (ROAS)

68%

increase in PPC revenue YoY

Conclusion.

Fly High Media’s integrated SEO and PPC strategy enabled Heamar to achieve long-term digital growth and a measurable uplift in online revenue. Through careful technical work, focused content development, and strategic campaign management, Heamar’s online store now performs more efficiently, converting higher-quality visitors and generating stronger returns across every channel.

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