The Business Needs

Reversing a Sales Decline for a Legacy Seafood Brand.

With a long and proud history of fish and seafood deliveries in the UK, Bradley’s Fish had seen a gradual decline in sales. They had a campaign that had been given to them at another agency, but it didn’t have any direction, any clear strategy, or any real performance metrics. There were no reliable KPIs established, there was no testing framework, and there was no specific goal with which to spend the budget.

EcomSupport360 was brought in with three clear needs of the business:

Turn around sales decline and create a growth path back on track.
Take a structured approach, strategy and quantifiable KPIs to their digital marketing
Boost sales and use their advertising dollars more effectively

About Our Client

Since 1946 offers the largest assortment & finest quality frozen fish online.

Bradley’s Fish is a long-established online fish and seafood delivery business from the UK. After many years, the brand has cultivated a loyal customer base by providing fresh and quality seafood products directly to the consumers, blending the old with the new in the eCommerce delivery model.

Our Approach

Rebuilding from the Ground Up, Strategy Before Spend.

Upon hiring EcomSupport360, the first thing the company had to do was to find out what exactly had gone wrong, and not just start posting the ads. The current campaign architecture, history, and audience data were reviewed extensively to find campaign budget going to waste and opportunities for improvement.

On that basis, we developed a new strategy in three areas: to clearly define our goals, using measurable KPIs; to focus on targeted audiences, maximising the relevance; and to test and optimise continuously, to boost over time.

We didn’t spread money thin across channels, instead we concentrated our spend on the activities which were most likely to have a significant impact and grew our spend only after we saw which activities were successful. All decisions were based on data and all elements of the campaign were designed to be measured, tracked, and enhanced.

The Solution

How EcomSupport360 Rebuilt Bradley’s Fish’s Digital Marketing Performance.

We tackled the project in three distinct phases: building measurement foundations, re-building the campaign strategy and growing audience reach and targeting to optimize ROI.

Phase 1: Measurement & KPI Framework

What you can’t measure you can’t improve.

First we created a detailed measurement plan, which provided us with complete visibility of campaign performance at all levels, before any budget was moved to a different purpose.

Clearly stated campaign goals are connected to business growth goals
Set up custom goals in Google Analytics to accurately track conversions and user behaviour
In-place KPIs for search and display for real-time performance monitoring
Created detailed analytics dashboards with actionable insights to inform ongoing strategy
Developed the platform for ongoing reporting, providing the client with all the visibility they needed

Phase 2: Google Ads Campaign Rebuild

From “Where’s the money going?” to “Where should the money be spent?”.

After implementing measurements, we created the Google Ads account from scratch, moving from a general, unfocused strategy to a more structured campaign aimed at the right buyers at the right time.

Reorganised search campaigns for high-intent terms for fresh fish delivery and seafood orders in the UK. Restructured search campaigns with keywords that are relevant to fresh fish delivery and seafood orders in the UK
Launched Google Display Network campaigns to help achieve brand visibility and reach new audiences
Produced YouTube TrueView and custom-intent display ads for users who are actively looking for seafood delivery options
Active retargeting to re-engage visitors that have been on the website without converting
Created custom conversion goals in Google Analytics to assess how each ad type is working for them

Phase 3: Audience Targeting & Expansion

Getting to the Right People and Getting Them to Come Back!

Once the campaign structure was rebuilt, we moved on to audience strategy, which involved both reducing targeting to the greatest extent possible to ensure it was as relevant as possible, and also discovering new high-potential audiences.

Reinforced audience targeting to ensure ads are more relevant and of good quality
Grown into new geographies and demographics deemed as high-potential
Utilized keyword targeting strategically on placements to improve ad performance and quality scores
The lookalike and dupe audiences retargeting Instagram had a positive response to offers and content
Ran ads on Google Display Network (GDN) for the purpose of increasing brand awareness for Bradley’s Fish for new audiences

Key Features

Campaign Audit & Strategy Reset

Understanding what went wrong before rebuilding what comes next.

Conducted a full audit of the previous agency’s campaign structure and spend
Identified wasted budget, missing KPIs, and lack of audience focus
Built a new strategy from scratch with clear objectives and a defined roadmap

KPI & Measurement Framework

Every decision backed by data, from day one.

Defined measurable KPIs across search and display campaigns
Set up custom conversion goals in Google Analytics for accurate tracking
Created real-time dashboards giving the client full visibility into performance

Google Search Campaign Rebuild

High-intent targeting to reach buyers ready to order.

Rebuilt search campaigns around UK-specific fish delivery and seafood keywords
Structured ad groups for relevance, quality score improvement, and lower CPA
Focused budget on keywords most likely to drive conversions, not just clicks

Google Display Network Ads

Keeping Bradley’s Fish front of mind across the web.

Launched display campaigns to build brand awareness among new audiences
Created custom-intent display ads targeting users researching seafood delivery
Used visual ad creatives to reinforce the brand’s quality and heritage positioning

YouTube TrueView Ads

Telling the brand story to audiences with high purchase intent.

Created YouTube TrueView video ads targeting custom-intent audiences
Reached users actively researching fish delivery and online seafood retailers
Used video to convey freshness, quality, and the brand’s long-established reputation

Ad Retargeting

Winning back visitors who left without buying.

Set up retargeting campaigns to re-engage previous site visitors across Google and Display
Tailored retargeting creative to match where users were in the buying journey
Reduced lost revenue from high-intent visitors who had not converted on their first visit

Instagram & Lookalike Audiences

Expanding reach to new buyers with the same profile as existing customers.

Activated Instagram targeting to reach seafood buyers in a visually engaging format
Built lookalike (dupe) audiences based on existing customer data
Campaigns targeting these audiences responded positively to offers and brand content

Lifetime Value (LTV) Optimisation

Growing not just conversions, but the value of every customer.

Shifted strategy focus from one-time conversions to increasing customer lifetime value
Targeted in-market and remarketing audiences to encourage repeat purchases
Used gradual budget scaling based on performance data to sustain 10–20% month-on-month growth

Final Outcome

127% Revenue Growth and a Brand Back on an Upward Trajectory.

The digital marketing strategy for Bradley’s Fish was rebuilt and carried out by EcomSupport360, resulting in a meaningful impact on all pertinent metrics. As targeting and optimisation were carried on, monthly sales grew by 27%, KPIs rose by 30% and the campaign brought about prolonged revenue growth of 10–20% month-on-month.

We knew that we needed to test quickly and be able to determine what was working and scale up rapidly, cutting costs on acquisition and expanding conversions. After the initial campaign got off the ground, we then moved on to remarketing and in-market audiences, building upon the success even more.

Metric	Result
Revenue Increase	127%
Organic Traffic Increase	160%
CPA Reduction	43%
Traffic Increase	46%
Revenue from New Users	33%

The campaign also delivered the headline result the brand had been chasing: a 576% increase in paid search revenue. This transformation took Bradley’s Fish from declining sales to one of its strongest periods of digital growth.

Bradley’s Fish #1 Fish and Seafood Suppliers in UK Get it Delivered to your Doorstep