Case Studies → Cutting Through The Noise With Digital Media

Cutting Through The Noise With Digital Media

Executive Summary

Heinnie Haynes, a Cardiff-based specialist in collector knives and tactical gear, partnered with us to increase sales, grow brand authority, and drive online visibility.

Leveraging our SEO framework, the VIP CATalyst content strategy, Meta Ads and a robust Google Ads approach (PMAX, SMART Shopping, and Search campaigns), we optimised their website, priority keywords, and content to capture high-volume searches.

This integrated strategy delivered outstanding results: Google Ads revenue grew by 511%, organic traffic lifted by 133%, and priority keywords achieved page-one rankings. Combined with ongoing SEO, PPC, and Digital PR guidance, Heinnie Haynes strengthened its market position as the go-to brand for collector knives and tactical equipment.

511%

Google Ads Growth

133%

Organic Lift

Heinnie Haynes is a Cardiff based business that was established in 1996 as an online retailer specialising in the sale of collector knives. The Heinnie Haynes range includes knives from the basic everyday tool to the once in a lifetime, top of the range hand crafted masterpiece.

All clothing items are hard wearing, usable kit, for tactical professionals in the field or for the weekend in the countryside. Heinnie Haynes sell everything needed to kit out your EDC pack, from fire steels to sharpeners, and flashlights to watches.

They wanted to increase the sales of their products, especially their own range. They wanted to be the go to brand for collector knives.

We hit a restrictions wall with some products on Meta Ads, but that provided us with the budget to scale their brand with Google Ads, SEO and Digital PR. Heinnie Haynes decided to work with us due to our specialism in SEO and PPC Advertising.

Firstly, their Account Manager performed an in-depth Site Quality Audit and Competitor Analysis to understand the current performance of the site and showcase the opportunities for growth.

The team then implemented our SEO RECIPE framework, focusing on content creation, on-page optimisation, keyword research and technical SEO. They wanted us to focus on getting their priority keywords on page one, which was achieved. Now we implement an up to date SEO strategy every six months to keep their digital marketing competitive.

Our PPC implementation has changed throughout the years to keep up with Google’s updates. We now focus on using PMAX, SMART Shopping and Search Ads to increase their sales and make their business more profitable. We consult them on their overriding digital marketing strategy, providing them with advice and insights in the world of eCommerce.

Their content strategy encompasses blog creation and our CATalyst framework. Using high volume searches, keyword research and product placement to increase their traffic and sales.

-511% increase in sales from Google Ads

-133% increase in organic revenue

Olly Leonard, Technical Director, Heinnie Haynes

We are very happy with their service. They are a transparent and professional team that we would have no hesitation recommending.

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