From Facebook to Google — how Recover became the biggest portable ice bath brand online in Australia.
Recover Ice Baths had already built strong momentum via social — Meta, TikTok, and feature placements with the AFL, UFC, and TODAY Show. The objective: grow their business outside social platforms with reliable, predictable client acquisition through Google Ads and SEO.
Recover was already a strong brand with serious demand. Our job was to turn that demand into dominant Google presence — first via paid, then locked in with SEO.
Recover is Australia's #1 portable ice bath brand. Close to first-to-market, featured on the AFL, UFC, and TODAY Show. Strong social presence, loyal customer base, massive brand momentum — but reliant on platforms they didn't own.
Reduce dependence on Meta + TikTok. Capture the organic demand already searching for "portable ice baths" on Google. Build a moat with SEO rankings + backlink authority so customer acquisition becomes cheaper over time, not more expensive.
Google Search campaign with a bullet-proof ad copy formula. Keyword-led SEO targeting profitable search terms. On-site content optimised for buyer-intent. Monthly outreach campaigns building 160 referring backlinks.
We consulted Sam (co-founder of Recover Ice Baths) on a tight Google Ads strategy built around 4 principles that made their ad dominate the auction.
Compare this to other ads running at the same time — Recover's jumped off the page. Price transparency, a strong discount, "Australia's #1" positioning, and every selling point packed into the meta description. That's why CTR went through the roof.
Already close to first-to-market and featured on AFL, UFC, and TODAY. We leaned into it — "#1" positioning instantly differentiates on a cluttered SERP.
Everybody loves a "good deal" in Australia. The 50% off made the ad look like the most attractive click on the page — crucial for lifting CTR before anything else.
Showing the price upfront filters out tyre-kickers and saves cost-per-click. Only buyers who are comfortable with that price point bother clicking.
"Affordable", "free shipping", "privacy" — every reason to buy stuffed into the meta description. Compared to competitors, Recover's ad was doing 3× the persuasive work.
Because Recover saw so much success through paid search — customers were searching "portable ice baths" — we knew there was a cheaper, compounding way to capture that demand.
The most important part of an SEO campaign is the keyword plan. Two rules:
1. What keywords are already profitable in Google Paid Search? Include those in SEO.
2. What are competitors ranking for? Build a plan to outrank them.
We added fully SEO-optimised content to target landing pages. The content is tucked behind a "read more" tab for aesthetics — the page stays clean for conversion, but Google finds and ranks roughly 750 words of deep product + intent content.
We provide Recover with monthly editorial guest posts linking back to their site — from real publications in wellness, lifestyle, and fitness. Sample outlets:
Paid search kept selling ice baths while SEO rankings compounded underneath — now doing the work for free.
Top 3 keywords doubled — a significant improvement in search visibility and relevance, leading to higher click-through rates and more organic traffic.
4-10 position rankings up — broader reach in search results, enhancing overall site visibility.
Total ranked keywords nearly doubled — reflects a substantial expansion in search engine presence, driven by content strategy, SEO practices, and increased domain authority from the outreach campaign.
"Paid search proves what works. SEO locks it in. Do them in that order and you compound forever."
Through targeted paid & SEO strategies, we significantly enhanced Recover's online presence and search engine rankings. Our efforts yielded impressive results — a notable increase in keywords ranking in top positions and a substantial boost in organic traffic. Recover now has a channel mix where every paid dollar is backed by compounding organic equity.
30-minute audit + strategy call. You'll leave with a custom roadmap — whether we work together or not. No pitch deck, no pressure.
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