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SEO Case Study

How We Achieved ROAS of 9 and a ground-breaking 150,000% on organic visitors

Learn how the newly launched Asian grocer online increased organic traffic from 10 visitors per month to over 15,000 visitors per month and delivered profitability from multiple revenue streams.


Having been in the Asian grocery business since 1983, the people behind Asian Pantry are industry veterans. Asian Pantry is owned by Num Lee Long Asian Groceries, which was founded as a family run brick-and-mortar retail store in Springvale, Victoria.

After running their business successfully for almost four decades, the business owners decided it was time to expand their presence online.

By launching Asian Pantry, they hope to reach and connect a whole new generation of food lovers all across Australia to their vast selection of Asian food products.

The Challenge

Asian Pantry was launched less than three months when they first approached and placed their trust in Proud Cactus.
At that point in time, the Asian Pantry website had no organic presence. It relied only on Google Ads to rank on the first page of Google search for high-traffic keywords.

In short, Asian Pantry had to pay a premium just to be visible on google. Also, there was no transparency in this system, and they did not have direct access to their Google Ads data.


Together with Asian Pantry, we decided to pursue a wholistic marketing strategy with the aim of:

  • Increasing Asian Pantry’s visibility across all Google channels.
  • Raising brand awareness and sales conversion on Google channels.
  • Creating a loyal customer base by boosting customer retention.

These were the services implemented by Proud Cactus:

  • Search Engine Optimisation (SEO)
  • Search Engine Management (SEM)
  • Content Marketing: Targeted, high quality write ups are effective in boosting SEO rankings and customer loyalty. This was included as part of the SEO package.
  • Electronic Direct Mail (EDM) Marketing

In addition to that, monthly consultations between Asian Pantry’s marketing team and Proud Cactus are held. During these sessions, we provide in-depth strategic and technical guidance to help them optimise their website and business performance.

Open communication and transparency are paramount to us. Asian Pantry has full administrative rights to all their Google marketing platforms.


In less than a year, Asian Pantry’s website performance grew from strength to strength to:

  • Over a 150,000% increase in organic traffic from 10 visitors per month to over 15,000 visitors per month.
  • More than 3,600 Top 3 organically ranking keywords on Google (with high traffic anchors).
  • 680% increase in overall year-on-year revenue for all sales channels


We have implemented a three-part approach to improving Asian Pantry’s Google Ads performance. This translated to higher quality leads, which in turn boosted profitability.

Firstly, Asian Pantry’s product feed was tweaked on Google Merchant Centre to boost the website’s reach and performance.
Then, multiple targeted promotions and ad campaigns were launched across Google search, Google display and Google shopping network.

We have also applied products reviews to amplify customer trust.

This led to:

  • 900% jump in Google Ads revenue. During the lockdowns of 2021, Asian Pantry achieved Google Ads return on ad spend (ROAS) of 9:1 — $9 in revenue to $1 in ad costs.


EDM & Content Marketing
Asian Pantry’s customer loyalty was bolstered through a series of timely and targeted e-mail marketing campaigns. Their subscribers were offered exclusive promotions and offers, which were very well received.

This contributed to:

  • 200% increase in e-mail channel revenue from the first e-mail campaign.
  • E-mail campaigns consistently adding to 10% of total revenue every subsequent month.

More than SEO services

Proud Cactus is results-driven and passionate about building, launching, and scaling brands for businesses of all sizes.

Talk to us now to discuss your SEO, Google Ads and e-mail marketing needs.