Focus Doors

Turning Product Searches Into Qualified Enquiries

Focus Doors designs and manufactures glass refrigeration doors, coolroom doors and hermetic laboratory doors at its factory in Sydney, supplying retail, healthcare, data centre and industrial sites across Australia and New Zealand. Four very different buyers, each searching for something specific.

Results

Growth measured in enquiries rather than clicks

Paid campaigns more than doubled conversions while lifting conversion rate from 1.2% to 4.0%. Organic click-through improved 28%, total enquiries grew 13%, and AI assistants cited Focus Doors content more across the period.

+110%

Paid conversions, across the 4 month period

+239%

Google Ads conversion rate

+13%

Total enquiries, with real intent behind them

+28%

Organic click-through rate from Google Search

Solution

Matching spend to the product lines that convert

We restructured paid campaigns around individual product lines rather than the brand as a whole, so PVC strip doors, glass insert doors and preventative maintenance each compete on their own terms and their own economics.

Process

Following the conversion data down to the product line

Focus Doors sells into four markets that share almost nothing. A supermarket buying glass insert doors, a data centre specifying fire-rated doors to EN 1634-1, a hospital needing hermetic doors pressure-tested to AS/NZS ISO 9972, and a warehouse ordering PVC strip curtains all arrive with different vocabulary and different urgency. We split the account so we could measure each product line on its own, then moved budget toward the ones converting.

The content work ran on the same logic. We rewrote product pages so each answers the question a buyer arrives with, in language that stands alone outside the page it sits on. That structure serves two audiences at once: Google, where click-through rose 28%, and the AI assistants that now quote Focus Doors product information directly.

Media & Websites

Where the buyers are

Enquiries arrived from every state and territory, led by New South Wales and Victoria with Queensland and the ACT close behind. National reach from a single Sydney factory.

Paid, organic and direct each now contribute a meaningful share of form submissions, so no single channel carries the pipeline on its own.

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