Smirk® | Dental - eCommerce
572% return on advertising spend
Google PPC | SEO
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Smirk® is a UK-based teeth whitening eCommerce brand, founded in 2014. Built around safe, affordable, and effective products, it has brightened over 9 million smiles nationwide. As a growing direct-to-consumer business, Smirk® wanted to push further — expanding reach, scaling return, and disrupting a category saturated with same-same tactics and messaging.
Background
Smirk® came to Swype® with strong foundations — a healthy 300% return on Google PPC and steady monthly organic traffic. But they weren’t satisfied. After working with other agencies, they needed more than just steady — they wanted scale.
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The challenge was to unlock deeper performance by aligning paid and organic search, maximising every penny of ROI, and turning good results into category-leading returns.
The Challenge
This was about more than managing channels. It was about creating a unified strategy — one where Paid and Organic search didn’t compete, but complemented.
What We Did
We introduced daily paid search management to monitor shifting keyword costs, trends, and algorithm updates.
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We segmented Smirk’s existing data to build more personalised ad targeting — driving higher CTRs and smarter spend.
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The entire strategy was built in tandem with Smirk®’s in-house team through fortnightly workshops — aligning goals, insights, and search opportunities.
We began with a full SEO and Paid Search audit, identifying crossover gaps and untapped opportunities.
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We rebuilt Google PPC campaigns from the ground up — reallocating spend from brand-safe terms into higher-value, higher-intent keywords.
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Our SEO team ran a technical and content-led site audit to highlight performance blockers, keyword gaps, leverage points and separate short-term wins and long-term goals.
The Results
572%
Return on advertising spend "ROAS" for all brand and product campaigns.
1,688%
Return on investment "ROI" for all monthly SEO efforts and service spend.
150%
Increase in monthly search impressions for all related keywords.
This wasn’t just a performance play — it was a strategic shift. Smirk® made a bold move by investing in a combined PPC and SEO strategy rather than keeping them siloed. Together, we challenged category norms and built a system designed for scale, not just steady income.
By trusting Swype® to rewire their digital strategy and push beyond safe metrics, they unlocked measurable, lasting growth.
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This work was recognised at the Creativepool Annual 2024 in London, where it was shortlisted alongside global brands for effectiveness in digital marketing.
Why It Matters
When SEO and PPC are strategically aligned, growth doesn’t just improve — it compounds across the entire funnel.
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Smart strategy isn’t about spending more — it’s about making confident, insight-led decisions that drive better returns.
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Challenger brands need challenger partners — ones who move fast, adapt daily, and keep performance sharp.
Learnings
Code
19,115% return on yearly investment
Website | SEO | Paid Social | Google PPC
North vs Midlands vs South Bar Crawl
701% return on advertising spend
Website | SEO | Paid Social | Google PPC | OOH