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Sika

Case Study

Strategic Integration of SEO and Google Ads Drives Business Growth

Sika AG is a global leader in specialty chemicals for the construction and automotive industries, headquartered in Baar, Switzerland.

Publicly traded on the SIX Swiss Exchange, Sika operates in over 101 countries with more than 25,000 employees and reported €12 billion in total sales in 2024.

SERVICES PROVIDED

Google Ads
SEO

INDUSTRY

Chemicals

Key Results

+133%

Seo Conversions

+194%

Google Ads Conversions

+145%

Google Ads Impressions

“We chose to work with Seonet because of their professionalism and proven track record. They take great care in managing our campaigns, communicate clearly, and always provide a well-defined strategic direction. We're very pleased with the partnership—it was definitely the right decision.”

Jimena Veloz Rua- Marketing Manager
Sika

The Challenge

Sika was already well positioned within the construction sector. However, the company aimed to expand its reach beyond its core niche and bring its product offering to a broader, more diverse target audience.

A secondary goal was to build a base of loyal, recurring users through email marketing—while also increasing visibility and traction for new product launches.

The Strategy

Seonet developed a full-funnel digital strategy combining SEO and Google Ads to accelerate growth and meet business objectives.

Google Ads Strategy

We focused on bottom-of-the-funnel (BoFu) targeting to drive high-converting traffic, while also improving overall account structure and campaign efficiency.

Non-Brand Campaigns:

• Structured ad groups to mirror the site’s product architecture.
• Segmented campaigns based on use cases across the construction industry.
• Focused on high-ticket items to increase average order value and conversion value.

Brand Campaigns:

• Ran short-term branded keyword campaigns (e.g., “SIKA”).
• Combined brand + product terms to ensure full catalog coverage.

Smart Shopping Campaigns:

• Optimized for maximum conversions.
• Enhanced event tracking and catalog setup in Google Shopping through Google Analyticss.

SEO Strategy

Technical SEO Fixes:

• Resolved site-wide issues to improve crawlability and indexing.

Unique, Value-Driven Content:

• Created high-quality content for key pages to align with user intent.

Product Page Optimization:

• Enriched product listings with additional technical and commercial information.

Core Web Vitals Enhancements:

• Focused on mobile load speed and performance to improve user experience.

Keyword Prioritization Based on Ads Data:

• Used insights from high-performing Google Ads keywords to inform SEO priorities and maximize ROI.

The Results

The partnership between Sika and Seonet proved to be a growth catalyst. Through continuous collaboration and a performance-driven strategy, we significantly boosted visibility, conversions, and brand equity.

Google Ads Results (Q3/Q4 2023–2024)

Interactions: +203%

Impressions: +210%

Conversions: +194%

SEO Results (Same Period)

Interactions: +178%

Impressions: +145%

Conversions: +133%

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