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Kit Bag

Kit Bag generates $1.7m in potential conversion value
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Overview

Kit Bag, a leading Australian provider of safety gear, uniforms, and workwear, partnered with PWD to strengthen its digital presence and scale online sales.

With a broad national customer base ranging from individuals to large organisations, Kit Bag needed to ensure its website and campaigns could drive consistent traffic, deliver high-quality leads and generate measurable ROI.

Challenge

When PWD took over digital marketing for Kit Bag, the business faced key challenges:

  • Heavy reliance on traditional retail channels with under-utilised online growth potential
  • Organic search visibility falling short of competitors in the safety and workwear sector
  • Paid campaigns not fully optimised across networks, leading to missed opportunities
  • Tracking and attribution issues that made it difficult to measure campaign performance against revenue

To maximise revenue opportunities, a full-funnel digital strategy was required, focusing on both organic and paid channels.

A smartphone screen displays a giveaway promotion featuring a man in tactical gear with various equipment and kit around him. Text reads: “THE GIVEAWAY” and “OVER £1000 WORTH OF EQUIPMENT.” The background is black with green accents.

The Strategy

Site Health & Analytics Audit
  • Comprehensive analytics review to set accurate tracking benchmarks
  • Speed and performance checks to improve user experience
  • On-page technical SEO audit to strengthen visibility
Content & SEO Expansion
  • Optimisation of product categories and brand pages for high-intent keywords
  • Continuous content optimisation to improve organic reach
Cross-Network Campaign Optimisation
  • Meta and Google Ads campaign re-structuring for efficiency and better audience targeting
  • Increased investment in high-converting products and categories
  • Cross-network remarketing strategies to nurture users through the funnel
Ongoing Optimisation & Monitoring
  • Regular testing of creatives and campaigns to maximise CTR and conversion rates
  • Schema implementation and technical maintenance
  • Monthly reporting and refinement of strategies to align with ROI targets
A laptop and a mobile phone display Google search results for tactical field bag, showing images and links to various tactical bags and related products on both screens.

Results

229,000 sessions
67,302 organic searches
84,189 cross-network sessions
165,000 total users
1.21 million page views
2,174 conversions
$1.7M potential conversion value
Two smartphones display a promotional image featuring a man in tactical gear, with the text “THE GIVEAWAY: Over £1000 Worth of Equipment” and graphics of survival or tactical items in the background.

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