Challenge
The main challenge for World Courier when they onboarded was to improve revenue generated from Demand Gen Paid Media activity and to increase organic visibility for World Courier across relevant generic terms.
The Approach
In Year 1, ROAST focused on account re-structures across Google Ads and Microsoft Ads to reduce wasted ad spend on leads that were being disqualified as they were not relevant to World Courier. This led to an instant improvement in ROAS from activity during H2. From an Organic perspective, ROAST were focused on improving the technical foundations of the website to ensure World Courier was primed for growth. This included an overhaul of the site Information Architecture to improve crawlability for search engines and user experience on the website. We then developed a content roadmap to capture generic visibility on highly relevant keywords across Year 2.
During Year 2, we have been able to capitalise on these improvements with a huge growth in revenue from paid media, up 95% YoY, whilst ROAS has improved by 60%. For Organic Search, we saw a 23% uplift in Opportunities Won in FY25, off the back of 153% increase in Page 1 rankings for generic terms YoY.
Summary
World Courier’s organic visibility has improved significantly, with a 53% uplift in Page 1 generic rankings YoY, now ranking consistently for terms such as “healthcare logistics services”, “medical logistics” and “comparator sourcing”. Meanwhile, Paid Media is driving a huge increase in revenue (+95%) and ROAS (+60%) YoY following updates to our account structure, targeting and ad copy.
