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Ravel combined paid social and SEO to drive new customer acquisition and lift brand visibility across a highly competitive category.
Big Ass Fans AU is a global manufacturer of large-diameter fans, offering luxury residential fans alongside industrial and commercial solutions for warehouses, factories and large-scale spaces
During onboarding, Ravel's audit uncovered inaccurate conversion tracking,set up by a previous agency, with "Add to Cart" and other low-intent actions being recorded as primary conversions rather than genuine leads or purchases. The audit also revealed that 90% of tracked Google conversions were coming from branded traffic, with little to no investment in cold prospecting to attract new customers.
Ravel rebuilt the tracking framework, stripping out irrelevant conversion events so only qualified leads and purchases counted as primary goals. We also adjusted the paid strategy to prioritise new customer acquisition over branded demand. Branded keywords were removed from non-branded search campaigns, and new campaigns were built to better align with genuine search intent. On Meta, exclusions were added to top-of-funnel campaigns to keep prospecting activity focused squarely on reaching new, cold audiences.
Achieved a 15% year-on-year increase in tracked Google Ads purchases
Ravel’s paid search optimisations generated 165 tracked purchases, with 30% attributed to non-brand activity — providing clearer visibility into previously unmeasured acquisition performance. Conversion value increased by 66.21% while ad spend was reduced by 26%, demonstrating improved campaign efficiency and stronger returns from paid search investment.
Achieved a 12.5% year-on-year increase in tracked Meta purchases
Ravel’s Meta activity generated a significant volume of purchases during a dedicated campaign, improving visibility into paid social performance. Compared to the previous period, spend was reduced by 64.2% while conversion value increased by 132.6%, delivering a significant improvement in return on ad spend and overall campaign efficiency.
6% year-on-year increase in tracked lead conversions
Ravel generated a substantial incremental uplift in tracked lead conversions, with 30.3% coming through non-branded activity — a split that was previously unmeasurable.
Achieved a 44.6% year-on-year increase in campaign impressions
Ravel’s paid activity delivered 9.9M+ impressions, increasing brand visibility while reducing ad spend by 26% year-on-year. Campaigns consistently met the client’s impression KPIs, demonstrating improved reach and efficiency across paid channels.
