The Hornets Shop faced several challenges when they came to us:

• Limited visibility in search engines for keywords such as Watford Football Club and Watford FC.
• Inefficient Google Ads campaigns with high spend but low return.
• A lack of targeted SEO strategy to capture both local and national audiences.
• Strong competition from third-party sports retailers.
• The need to maximise conversions during peak football and seasonal demand (kit launches, Christmas, matchdays).

We implemented a tailored, data-driven approach focused on measurable results:

SEO Campaign (2025–Present)

• Developed a targeted SEO strategy for high-value product categories such as replica kits, training wear, and supporter gifts.

• Optimised landing pages for conversions, ensuring clear calls-to-action and fast loading speeds.

• Built a content and keyword strategy to capture both club fans and wider football merchandise searches.

Google Ads (PPC) Strategy

• Historically, campaigns had been limited to Search, Display, and Standard Shopping, which left gaps in coverage. To address this, we launched Dynamic Search Ads (DSA).

• With such a large product catalogue, it’s difficult to cover every item with keyword targeting alone. DSAs dynamically generate headlines and direct users to the most relevant landing pages using the Hornets Shop’s own website content. This ensured broader coverage and higher relevancy without missing key opportunities.

• We also introduced a Performance Max (PMax) campaign to replace Standard Shopping. PMax uses Google’s full advertising inventory (Search, Display, YouTube, Gmail, and more), reaching fans at multiple touchpoints across their digital journey.

• During an 8-week testing phase, PMax consistently outperformed Standard Shopping, driving more conversions at a lower cost. Following this success, it became a core part of the account’s long-term strategy.

Performance Tracking

• Installed advanced tracking to measure conversions, revenue attribution, and user behaviour.

• Provided transparent reporting so Watford FC could clearly see ROI from SEO and Google Ads campaigns.

• Increased Visibility – Higher rankings across all major product categories.

• Improved PPC ROI – PMax and DSA delivered broader reach, better ad relevance, and higher returns.

• Conversion Growth – Optimised ads and landing pages directly increased merchandise sales.

• Trusted Partnership – Watford FC now rely on us as their go-to partner for SEO and paid advertising.