Client: Bienenbude – Local beeswax candle shop in the Bavarian Forest
Services: Website migration, SEO strategy, Google Ads setup
Timeline: September 2024 to January 2025
Project Overview
Bienenbude is a small business based in Germany, specializing in handcrafted beeswax candles. Each candle is made from 100% natural beeswax sourced directly from the owner’s own beekeeping. The brand focuses on sustainability, regional production, and timeless craftsmanship — offering a product that stands apart in both quality and ethics.
Bienenbude had an existing online store, but it was running on an outdated system. The goal of this project was threefold:
- Migrate the shop to WordPress with WooCommerce
- Develop a Google Ads strategy that could be reused and refined over time
- Lay a solid SEO foundation to increase long-term organic traffic
The existing organic visibility was low, and there was untapped potential in both paid and unpaid traffic channels. The focus was on driving measurable results — specifically, increasing sales through a combination of technical improvements, content strategy, and advertising.
Step 1: Shop Migration
Before any traffic-driving efforts could begin, the existing shop was migrated to a modern WordPress installation with WooCommerce. This provided:
- A clean and scalable foundation for SEO work
- Integration with analytics and ad tracking tools
- A better user experience across devices and a modern layout
- Easier maintainability and alignment with the existing Amazon store
Step 2: Google Ads Setup & Optimization
Google Ads campaigns were started in Smart Mode to allow for quick initial testing and low-effort launch. Once early results were in, the setup was migrated to Expert Mode for more granular control.
Key campaign types:
- General product ads (e.g. beeswax tealights, pillar candles)
- Seasonal campaigns, including a dedicated landing page for Advent candles
We tested multiple ad variations and refined targeting and copy based on performance data. The most successful ad focused on key product benefits.
Performance:
Google Ads brought in 5.74x more traffic than organic during the same period. While organic and direct visitors had higher engagement rates, the ads were crucial in driving volume, first-time visitors and new customers.
Step 3: SEO Strategy & Implementation
A foundational SEO strategy was implemented in parallel, focusing on both technical and content improvements:
Technical SEO:
- Setup of Google Search Console and Merchant Centre
- Redirects from HTTP to HTTPS
- Site speed optimization (image compression, minification, caching)
- Mobile-friendliness improvements
- Metadata and alt tag updates across all pages
Content SEO:
- Keyword research for key product terms
- Rewrite of product titles and descriptions
- Updated quantity dropdowns for clarity
- Blog post improvements (featured images, internal linking, keyword alignment)
- Two new educational blog posts answering common customer questions and extension of existing but short blog posts
Results (Sept 1, 2024 – Jan 21, 2025)
- Organic traffic increased by 202%
- Blog traffic grew from 8 to 89 pageviews across optimized posts
- Revenue grew by 585% compared to the previous period (€2,263.60 vs. €330.64)
- Ad campaigns significantly increased site traffic, especially around the holiday season
Conclusion
While Bienenbude started with modest traffic and revenue, the growth achieved during this project represents a major leap forward for a small, independently run business. By combining a focused SEO foundation with a clear, manageable Google Ads strategy, we were able to create measurable results within just a few months — without the need for ongoing agency retainers or complex marketing systems.
For small businesses like Bienenbude, a simple, well-targeted setup can make a meaningful difference. Rather than relying on a large SEO firm or investing in long-term consulting, this project was designed to equip the client with a sustainable structure — one that fits both the size of the business and its goals. With a stronger technical base, clearer messaging, and tools to support future growth, Bienenbude is now positioned to build on this success through seasonal campaigns and continued organic traffic gains.