Heyl: German professional florists succeed with data-driven SEO and Google Ads

The challenge

As a flower wholesaler, Heyl supplies professional florists throughout Germany, a market many times larger than the Dutch one. The challenge is to reach exactly the right florists across that vast area and persuade them to become customers.

Heyl collects a lot of data about its customers and uses it to improve its service levels. The question was how we could translate that data into visibility and enquiries, without wasting budget in areas where the chances of success are slim.

The solution

Heyl has hired SEO Ninja to tackle a range of online marketing challenges, including Google Ads and SEO. Our aim is to encourage German professional florists to become customers, using both organic and paid traffic.

Using Heyl’s customer data, we run highly targeted ad campaigns by postcode area in Germany. We have automated these processes using the Google Ads API for location targeting and offline conversion tracking, so that we have a clear understanding of where the opportunities lie and can ensure the budget is allocated where it delivers the best return.

In addition, we are automating certain reports so that Heyl’s marketing team can quickly access the right insights and make better decisions based on them.

We have implemented technical SEO on the online shop using automatically generated meta tags. This is particularly useful for a business with a wide range of seasonal items, as it ensures new products can be found easily straight away without any manual effort.

The German market is large and the results achieved continue to grow. Organic visibility and paid traffic reinforce each other, enabling Heyl to reach more professional florists on a sustained basis.