Parnells is a Dublin-based specialist in tyres, wheels and castors, selling across Ireland, the UK and wider Europe. Over the first half of 2026 we set out to grow organic visibility, launch paid search from scratch, and turn that into real revenue. Here’s what happened since we started working with them in January of this year.
Traffic and audience growth
The site saw a step-change in reach. Total users climbed 235%, with new users up 245%, Parnells didn’t just hold its audience, it multiplied it. Sessions rose 137%. Crucially this wasn’t vanity traffic, key events (the actions that matter) grew 57%, and contact enquiries were up 59%.
Revenue across all channels grew 39% over the period, with organic search the single biggest contributor, proof that the SEO work is pulling its weight, not just the ads.
SEO: climbing the rankings that matter
Search visibility jumped 66%. The keyword footprint tells the real story: 8 keywords now sit in the top 3, 17 in the top 10, and 27 in the top 100. Several went from nowhere to the front page in a single period:
- plastic inserts — not ranking → position 1
- wheel assemblies — not ranking → position 1
- atv trailer wheels — position 2 → position 1
- hand truck wheels — position 14 → position 3
- castors — position 24 → position 9
In Search Console, clicks rose 29% and average position improved 41%, while click-through rate climbed 33%. Branded terms like parnells castors and parnells tyres are now dominating their searches with CTRs near 48%, a sign the brand is becoming the default answer in its niche.
Google Ads: launched from zero, 16.8x return
This was a brand-new channel for Parnells, and it delivered immediately. With a return on ad spend of 16.86x. That’s nearly €17 back for every €1 invested.
The numbers behind it:
- 21.92% conversion rate
- 2,123 conversions
The Performance Max Ireland & UK campaign carried most of the weight, over 37x return on ad spend. The Shopping campaigns added strong cross-border revenue across the UK and EU, opening up markets beyond Ireland with efficient, profitable spend.
Email marketing: turning visitors into a list that sells
Alongside search, we built out email as a third revenue channel from the ground up. An on-site pop-up has captured 189+ new sign-ups, feeding a list that didn’t exist before, and we put three automated flows live to work that list, led by a Welcome Flow that’s already performing well above average at a 50% open rate and 10% click rate.
The engagement quality stands out: a 24% open rate and 6.34% click rate overall, with that click rate sitting well above typical B2B benchmarks. That tells us the people opening aren’t just curious, they’re genuinely engaging with the products. It shows in behaviour too: on average, subscribers spend over a minute on the website after receiving an email.
The bigger picture
What makes this work is three channels reinforcing each other. Organic search builds durable, compounding visibility for the terms Parnells wants to own, Google Ads captures high-intent buyers immediately and profitably, and email turns that hard-won traffic into a list that sells again and again, at near-zero marginal cost.
★★★★★
“We’ve been working with SEO & Grow for over six months and they have been instrumental in helping our business grow. From improving our online visibility through effective SEO strategies to providing expert guidance on what works best in digital marketing, as well as their support with Google Ads has made a real difference to our business online.
The team is professional, approachable, welcoming, and genuinely invested in their clients’ success. We’ve really appreciated the support they’ve given us, often going above and beyond whenever we’ve needed advice or assistance.
SEO & Grow has become a valuable partner in our growth, helping us attract more customers and strengthen our online presence. We highly recommend them to any business looking for a results-driven SEO and digital marketing agency and look forward to continuing to work with them in the future.”
— Parnells
