How we helped the Eden Project achieve a 895% ROAS

The Challenge

The sustainable products space is competitive, so Eden Project is competing with large, established brands as well as smaller artisan brands with loyal followings. Standing out was therefore crucial and required strategic marketing. 

With the Eden Project being such a well-known and beloved attraction, we knew that the target audience may not immediately associate it with ecommerce. Convincing them to buy therefore required a highly targeted marketing strategy that built trust between brand and consumer. Plus, the shop being on a subdomain meant that the site wouldn’t necessarily inherit the main website’s domain authority, so we were working from scratch to ensure the online store would rank well in the SERPs.

Goals

• Drive traffic to the Eden Project Shop subdomain, helping to establish it as a brand in its own right
• Drive revenue and conversions via online sales
• Boost organic visibility and brand awareness via targeted on-site content
• Drive paid search revenue and maintain a ROAS of 500% minimum

Strategy

SEO & Content

Collections review and optimisations

 New collections were also identified based on product availability, organic search trends and competitor research. It became clear that more granular product-type collections would be the best course of action to better organise broad categories with large catalogs. For example, the previous website had 104 skincare products in the ‘beauty and care’ collection, so we split these between more specific collection types such as body scrubs, moisturisers, etc, to make it easier for customers to find what they were looking for, and to target more specific keywords. 

We also created new collections based on value or trends within the client’s niche, for example, zero waste, organic products, natural products and refill & reuse options. Again, this promoted the brand’s eco-conscious morals and also created more opportunities to boost organic visibility for the most relevant search terms.  

Optimisations of page titles, meta descriptions and on-page descriptions were carried out for new collections and brand categories across the site. 

Blog content

Content plans were regularly created to further boost organic visibility and rankings, particularly for highly specific, long-tail keywords around the topics of sustainability. Our content team drafted several pieces of blog content per month covering a range of in-market interest topics to drive traffic from users at various stages of the content funnel.

Paid search

We first began working on this account in September 2023, and between then and March 2025, we generated a 895% return on ad spend. The introduction of Performance Max campaigns allowed us to leverage Google’s AI to find new customers, optimise ads in real time and deliver more value by engaging with customers across various channels. As of March 2025, Performance Max campaigns drove the majority of PPC revenue for this account, helping us to surpass our ROAS target by 500%. Over our time managing the account, we hit an average of 895% ROAS.