Meet Wool Products Australia.

Wool Products Australia is a proudly Australian-owned bedding brand with nearly 30 years of crafting high-quality wool quilts, toppers, pillows, and accessories from 100% locally grown wool. With Woolmark certification, an Oeko-Tex tick of approval, and a unique Farm2Shelf traceability program, they’ve built a reputation that goes far beyond thread count. Their loyal customer base spans families, eco-conscious shoppers, and sleep enthusiasts right across the country who trust the brand to deliver natural comfort, season after season. They had the product, the story, and the loyal following. What they needed was a paid advertising strategy that matched the quality of what they were selling.

The challenge.

Wool Products Australia had spent nearly three decades building a brand Australians trusted, but their digital advertising wasn't working anywhere near as hard as their products. When First Page came on board, the Google Ads account told a familiar story:

Campaign structure had grown without a plan, with overlapping ad groups, inconsistent naming conventions, and budget spread too thinly across too many campaigns to perform well in any of them

Google Shopping was underutilised, with a poorly optimised product feed that left their best-selling quilts and toppers buried beneath competitors with inferior products

Broad match keywords were draining budget, sending irrelevant traffic to the site and inflating spend without delivering meaningful conversions

Conversion tracking was unreliable, making it impossible to accurately measure what was working and optimise with confidence

Organic visibility was patchy, with key category pages lacking the depth of content needed for Google to understand and rank their product range competitively

Our strategic approach.

We developed a comprehensive strategy targeting both the paid and organic channels, rebuilding the Google Ads account from the ground up whilst strengthening the SEO foundations that would support long-term growth. The focus was clear: eliminate wasted spend, put the right products in front of the right people, and make every dollar work harder.

Campaign architecture overhaul.

Rebuilt the campaign structure from scratch, separating brand and non-brand campaigns to protect branded search volume whilst aggressively targeting high-intent non-brand queries across quilts, toppers, pillows, and accessories
Consolidated underperforming ad groups, eliminating duplication and ensuring each campaign had a clear focus, sufficient budget, and a logical keyword strategy
Developed a tiered budget allocation model, directing the majority of spend toward Wool Products Australia’s highest-margin and highest-converting product categories

Google Shopping optimisation.

Audited and rebuilt the product feed, updating titles, descriptions, and attributes to align with how shoppers actually search for wool bedding, improving visibility and click relevance across Shopping placements
Segmented Shopping campaigns by product category, allowing precise bid control across quilts, toppers, pillows, and accessories rather than managing them under a single catch-all campaign
Implemented custom labels to separate bestsellers, sale items, and seasonal products, enabling smarter budget distribution based on commercial priority

Keyword and audience refinement.

Replaced broad match keywords with a tightly controlled match type strategy, reducing irrelevant traffic and improving the ratio of spend to genuine purchase intent
Built out an extensive negative keyword list to block wasteful queries and protect budget for searches with real conversion potential
Layered audience signals across campaigns to prioritise users showing strong purchase intent, including past site visitors, cart abandoners, and similar audiences

Ad copy and conversion tracking.

Refreshed all ad copy to lead with Wool Products Australia’s strongest differentiators, including Australian-made quality, Farm2Shelf traceability, the five-year guarantee, and free shipping on orders over $149
Audited and corrected conversion tracking, implementing reliable measurement across key actions so every optimisation decision was backed by accurate data

BigCommerce offers a solid platform foundation, but Wool Products Australia’s site needed structural improvements to maximise crawlability and support organic growth across a wide product catalogue.

Navigation and crawlability improvements.

Restructured the site hierarchy to create a clear, logical relationship between top-level categories (Quilts, Toppers, Pillows, Accessories) and subcategory pages, making it easier for both users and search engines to navigate the range
Implemented breadcrumb navigation across all category and product pages, reinforcing site structure and providing additional internal linking signals to Google
Strengthened internal linking between related category pages, product pages, and blog content to distribute link equity and help search engines discover and index the full catalogue

Trust and conversion elements.

Integrated product reviews and star ratings on category and product pages, boosting trust signals for both new visitors and search engines
Implemented structured data markup across product and category pages to improve how Wool Products Australia’s listings appear in Google search results, including rich snippets with ratings and pricing information

Wool Products Australia’s category pages were not giving Google enough context to rank them competitively for the product terms their customers were searching.

Developed and published optimised content for all major category pages, including quilts, toppers, pillows, and accessories, clearly communicating product range, seasonal use cases, and the brand’s Australian-made story

Created targeted landing pages for high-priority search terms including winter wool quilts, queen wool quilts, king wool quilts, and all-seasons options, capturing shoppers at the point of purchase intent

Launched a structured blog content strategy targeting informational queries around wool care, sleep health, and seasonal bedding, building topical authority and capturing top-of-funnel traffic

Results.

Our comprehensive strategy delivered outstanding results, transforming Wool Products Australia's paid advertising performance and laying the organic foundations for sustained long-term growth.