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Puckstop

Puckstop, the UK’s premier retailer of hockey equipment, has been a trusted name in the ice hockey sector for decades. While their organic search performance was strong, evolving market challenges, such as SERP volatility, PPC underperformance and Shopify migration meant that we needed to take a more advanced approach to this project. 

With ambitious growth targets and the need to balance organic and paid search efforts, Puckstop turned to Evoluted for support. Through a meticulously crafted, data-driven integrated campaign, we not only met but exceeded expectations, driving record-breaking results and cementing Puckstop’s digital footprint.

Our Brief

With three core objectives, Puckstop partnered with Evoluted to:

  • Increase total search revenue by 25% year-on-year

  • Achieve a 10x ROAS through paid search to validate ongoing investment.

  • Recover key metrics post-Shopify migration, including:

    • 30% growth in site search revenue

    • 10% uplift in Average Order Value (AOV)

    • 10% improvement in conversion rates (1.63% to 1.79%)

However, we faced unique challenges as a previous attempt at PPC had left Puckstop sceptical about its potential, and the Shopify migration introduced new risks to their organic visibility.

This required not only a watertight strategy but also fully transparent communication/s to build client confidence.

Our Strategy

Our approach seamlessly integrated SEO and PPC, balancing long-term sustainability with the need for rapid results.

1. Automated SEO/PPC Integration

We implemented a dynamic bidding system using SEOMonitor’s API to link organic performance with paid campaigns. Ads automatically activated when critical organic keywords dropped from top positions, safeguarding visibility and revenue while conserving budgets when rankings recovered.

2. Enhancing User Journeys with On-Site Search & Navigation Overhauls

We addressed critical UX challenges to improve conversion rates:

  • Optimised internal search: Prioritised high-conversion products whilst removing irrelevant results.

  • Rebuilt navigation: Reduced silos, encouraged cross-category shopping, and eliminated duplicate content.

  • Refreshed content touchpoints: Updated product-sizing guides to funnel users effectively, this drove both traffic and sales.

3. Building Paid Media Efficiency from Scratch

With a dormant PPC account, we launched campaigns focused on high-value, conversion-driven keywords. Automation and rigorous testing ensured campaigns delivered maximum returns without cannibalising organic performance.

Our Results

  • 1.03M

    Search Revenue (+113% YoY growth)

  • £321K

    In revenue at 27x ROAS

  • 11.66%

    Conversion Rate Growth

  • 19.7%

    Average Order Value Increase

  • 30%

    Growth in Site Search Revenue

Conclusion

This project highlights the power of innovation, collaboration, and a results-driven approach to integrated marketing. By combining automation, technical expertise, and strategic UX improvements, we delivered growth in both the long and short term. 

Puckstop’s success is a testament to the potential of integrated campaigns to deliver transformative business outcomes, even in competitive markets.

Services

Evoluted partners