An SEO & PPC Masterclass for Office Coffee Maestros

Discover how we delivered dramatic organic and paid results, ultimately helping FreshGround to grow.

Who are FreshGround?

FreshGround provide barista-style coffee to workplaces around the UK. Their mission is simple: to bring better coffee to offices without any of the hassle.

The founders of FreshGround saw an opportunity – a chance to transform office coffee culture by offering high-quality barista-style coffee that’s quick and easy to enjoy in busy offices.

Since they were founded in 1982, they’ve been doing exactly that. However, their team noticed an opportunity – they needed their Search (search engine optimisation and pay-per-click advertising) to be driving more leads, more conversions and more growth.

That’s why they got in touch with Catalyst SEO & PPC – we act as their outsourced Search division, meaning that their internal marketers can focus on strategy planning and execution. Together, we create a cohesive marketing unit, delivering some serious growth over the last year.

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uplift in total keywords

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increase in PPC conversions

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decrease in cost per acquisition

The Challenge

“From an SEO perspective, we were seeing a large volume of low-quality leads. We needed to refine our Search to drive higher-quality leads. Our PPC was successful, but we needed to scale if we were to meet our business goals. The Catalyst team helped us do exactly that.”

The FreshGround marketing team had done an excellent job getting their Search established and laying the groundwork for success.

They needed expert advice, resource and support to take their Search strategy to the next level. This is where our team of specialists took their reigns.

Our Solution

SEO & PPC, working in perfect harmony.

For their PPC, we took already running campaigns (including a Performance Max (PMAX campaign) and worked diligently to maximise their effectiveness. Because the account had a lot of conversion data already, we created a PMAX campaign that utilised Google Smart Bidding and Google’s AI. This helped us to scale the account and support organic search, creating an end-to-end Search strategy.

For their SEO, we implemented a strategy designed to build out key service pages, using helpful, detailed content that focused on high-value customers. This, combined with our conversion rate optimisation (CRO) strategy, helped us to improve the quality of organic leads across the board. We adjusted page structure of key converting pages, and tracked user behaviour using Hotjar to provide the data we needed. This approach has allowed us to exceed our set KPIs by over 60% in the last few months.

All of our strategies are backed by data and research, never guesswork.

The Result

SEO – Greater visibility and stronger lead quality delivered sustainable growth:

  • +34% increase in ranking keywords
  • Improved targeting of high-intent, high-value search traffic
  • Over 60% of KPIs exceeded in recent months

PPC – Smarter optimisation increased performance while lowering costs:

  • +37% uplift in conversions
  • 36% reduction in cost per acquisition
  • Enhanced campaign efficiency through AI-led bidding and data insights

Tools used to leverage results

SEO Agency SEO PPC search agency PPC Conversion rate optimisation CRO Conversion Rate Optimisation
“ Working with Ella and the team at Catalyst has yielded a steady increase in results across the board. Notably, our web visits and inbound leads have climbed since switching to them for our SEO, PPC and CRO support. And there’s still plenty of ideas left to implement that I’m confident will continue to generate new business for us. ”
FreshGround - Anthony Hare, Marketing Manager

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