Challenge
After the launch of a new website developed internally, SIXGUN were engaged to first manage and refine BM Spares’ Google Ads in order to test the new website user experience.
The new website, while a big improvement on the previous one, was very light on content and page structure when it first launched. While Google Ads were returning a positive ROI, the business was receiving a lot of enquiries for general BMW accessory-related queries that were not well aligned to their business and parts catalogue.
Following a successful initial 5 months with Google Ads, we added SEO to the strategy in order to scale the campaign reach further and reduce reliance on paid traffic to drive enquiries.
Approach
Google Ads
After an initial audit of the Google Ads account, we worked with BM Spares on a robust negative keyword list to help filter out unwanted accessory-related traffic, delivering an initial performance lift over the first few months.
As the campaign developed further, and with SEO performance capturing traffic from more generic ‘BMW Parts’ terms, we refined the Google Ads campaign to focus more on parts-specific searches. While this reduced the overall conversions, it drastically improved enquiry quality and overall sales from Google Ads.
Other strategies included:
- Re-allocating budget from general BMW campaigns to parts-specific campaigns due to higher value leads.
- Implementing a split campaign for parts keywords, dividing them into high vs. mid/low priority, based on parts BM Spares wanted more aggressive coverage for.
SEO
Working with Joe at BM Spares on page structure and category recommendations, we consistently developed the site to include content across major BMW part and model categories. This content was largely developed internally at BM Spares, with technical and structural guidance from SIXGUN.
Our SEO work focused on:
- Improving site navigation and product categorisation for organic search.
- Developing a link acquisition strategy targeting high-quality referring domains.
- Dynamic internal linking across all part-type pages to transfer relevance and authority.
- Efficient, automated meta data creation.
- URL naming guidelines and refinements.
- Support pages to build topical authority, including a glossary of terms.
- Competitor analysis and UX audits to improve user experience.
- Migration of authority from the old site via 301 redirects.
A strong collaborative approach with Joe at BM Spares was key, with consistent feedback, business insights, and timely implementation of our content and technical recommendations.
Results
Google Ads (December 2023 vs March 2025):
- Monthly conversions increased by 35%
- Cost per conversion reduced by 21%
- Conversion rate increased by 40%
Importantly, lead and enquiry quality consistently improved, particularly following refinements in early 2025, when we reallocated budget from the General campaigns to the Parts campaigns, as the latter were delivering higher value leads—while the General campaigns brought in more leads overall, the Parts campaigns attracted better quality enquiries.
After this successful shift, we further refined the strategy by splitting the Parts keywords into ‘high’ and ‘mid/low’ priority groups. Joe highlighted specific parts that needed more focus (high priority), while still wanting visibility for other categories, but with less intensity (mid/low priority).
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SEO (April 2024 vs March 2025):
- 5,612 positive keyword changes for tracked keywords.
- 852% increase in organic website sessions.
- 1,803% increase in organic key events/conversions.
Our SEO engagement helped cement BM Spares as the premium genuine BMW parts supplier in Victoria, with a search presence to match.
Testimonial
“We launched our new website in 2024 and needed expert support with SEO and SEM. Given the complexity of our niche, we knew copywriting and ad strategy would be particularly challenging. It was crucial for us to find a mature, experienced team who would take the time to truly understand the nuances of our business.
After reviewing more than a dozen agencies, we chose to partner with SIXGUN—and we’re glad we did. Matt and the team have done a fantastic job. Their SEO lead is highly knowledgeable, and the copywriting team quickly grasped our product and nailed our tone of voice. We’re looking forward to continuing our work together.”
Joe Fisher – Solutions Architect and Product Manager at BM Spares
