How a Full-Funnel Marketing Strategy Helped Cedele Deliver 20.9x SEM ROAS, 30.53x SEO ROI, and 12.63x Email Marketing ROI in 12 Months

Cedele is a well-known bakery café brand recognised for its wholesome, handcrafted food and strong emphasis on natural ingredients. With an established presence both online and offline, the brand continues to expand its digital capabilities to better engage customers and drive revenue through performance marketing channels.

To accelerate this growth, Cedele partnered with Verz Design to strengthen its digital performance across key channels. By focusing on high-intent acquisition and lifecycle engagement, the strategy integrated Google Ads, SEO, and Klaviyo to drive conversions, improve visibility, optimise costs, and increase overall revenue contribution. Verz Design implemented a data-driven approach to align campaigns with key promotional periods while leveraging customer insights and search trends to continuously refine performance and scale results.

By aligning campaigns with key promotional periods and leveraging both paid and organic strategies, Cedele achieved stronger marketing efficiency and scalable growth across channels.

  • Website

    https://cedele.com/

  • Industry

    Food & Beverage

  • Services

    SEM, SEO &
    Email Marketing Automation

By leveraging a unified approach across SEM, SEO, and email automation over a 12-month period, Cedele achieved:
  • 20.9x ROAS from SEM campaigns
  • 12.63x ROI from email marketing
  • 30.53x ROI from SEO initiatives

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The Challenge: Building a Scalable, Multi-Channel Growth Strategy

Cedele needed a more cohesive digital strategy across paid, organic, and owned channels. While campaigns were running, there was an opportunity to better capture high-intent users, improve cost efficiency, and strengthen organic visibility to reduce reliance on paid media alone.

On the SEO front, there was room to improve search visibility, engagement, and overall site performance. For email marketing, segmentation and personalisation could be further optimised to drive stronger retention and repeat purchases.

The Solution: Integrated SEM, SEO & Email Strategy

SEM: High-Intent Acquisition with Optimised Spend

Verz Design implemented a performance-driven SEM strategy designed to balance aggressive acquisition with strict efficiency control. The focus was on capturing high-intent users while ensuring every dollar spent contributed directly to measurable business outcomes. Rather than running broad, always-on campaigns, the approach prioritised structured, objective-led execution tied to specific promotional and revenue periods.

  • Launched Shopping Ads to capture ready-to-buy users
  • Deployed Performance Max (PMax) for full-funnel reach
  • Executed seasonal campaigns (Mother’s Day, Christmas, etc.)
  • Used pinned headlines to improve CTR and consistency
  • Ran campaigns strategically instead of continuously to avoid wasted spend

This structured approach ensured that SEM was not treated as a standalone traffic driver, but as a precision acquisition channel aligned with business goals. Each campaign was carefully timed and optimised to maximise return on ad spend while minimising inefficiencies. As a result, paid media became more predictable, scalable, and performance-focused across all key periods.

SEO: Strengthening Organic Visibility & Engagement

SEO was positioned as a long-term growth engine focused on building sustainable visibility and improving the quality of organic traffic. Instead of solely targeting rankings, the strategy emphasised user engagement, content relevance, and overall site performance. This ensured that organic growth translated into meaningful user interactions rather than just search impressions.

  • Enhanced organic search visibility across key pages
  • Improved user engagement metrics through content and site optimisation
  • Increased overall sessions and search presence
  • Leveraged Google Analytics insights to refine performance

Beyond improving rankings, SEO played a critical role in strengthening brand discoverability across competitive search terms. The use of behavioural data allowed continuous refinement of content and on-site structure to better meet user intent. Over time, SEO became a stable foundation that supported both acquisition growth and reduced dependency on paid channels.

Email Marketing: Data-Driven Lifecycle Engagement (Klaviyo)

Email marketing was restructured into a performance-driven lifecycle channel aimed at increasing retention, repeat purchases, and customer lifetime value. The focus shifted from basic campaign blasts to a more strategic, automated, and segmented communication system. By leveraging customer data, messaging became more relevant, timely, and aligned with user behaviour.

  • Implemented automated flows for lifecycle journeys
  • Used segmentation to target members vs subscribers
  • Conducted A/B testing to improve performance
  • Built a campaign calendar strategy aligned with promotions
  • Designed conversion-focused EDMs

This transformation allowed email to evolve into a predictable revenue channel rather than a supporting marketing tool. With stronger personalisation and automation in place, engagement rates improved significantly across campaigns. Ultimately, email became a key driver of retention, reinforcing long-term customer relationships and recurring revenue growth.

The Results: Higher Conversions, Better Efficiency, Stronger Revenue

Over the year, Cedele’s integrated full-funnel digital marketing strategy across SEM, SEO, and Email Marketing delivered strong performance improvements across acquisition, visibility, and retention. The combined efforts improved conversions, reduced costs, and strengthened both paid and organic performance, creating a more efficient and scalable digital growth system.

  • Delivered a 20.9x ROAS from SEM campaigns, maximising ad spend efficiency while driving strong revenue performance.
  • Generated a 30.53x ROI through SEO initiatives, highlighting the long-term impact of sustained organic growth strategies.
  • Achieved a 12.63x ROI from email marketing efforts, demonstrating the channel’s effectiveness in driving high-value returns and conversions.

Overall, the strategy delivered measurable gains across all key digital marketing channels.

Conclusion: A Full-Funnel Growth Engine That Scales

Cedele’s growth came from integrating SEM, SEO, and email marketing into a single performance-driven strategy. By aligning acquisition, visibility, and retention, the brand improved efficiency, strengthened long-term search presence, and increased overall customer lifetime value across channels.

SEM drove high-intent conversions, SEO built sustainable organic visibility, and email marketing strengthened retention and repeat purchases. Verz Design unified these channels into a cohesive, data-led system that continuously optimised performance. The result is a scalable digital foundation that supports growth across every stage of the customer journey.

Ready to achieve similar results? Partner with Verz Design to build a high-performance SEM, SEO, and email marketing strategy that drives measurable growth.

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