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Kendamil

Kendamil – a premium baby formula brand from the UK expanding into HK saw a 52% uplift in organic traffic and over 1,100 conversions through Google Ads in 3 months. 52 keywords ranking in the top 3 and consistent Google ads performance, they scaled direct-to-consumer growth efficiently across both paid (Google ads) and organic (SEO) channels.

Organic Sessions Increase

+52% in 30 days

Conversions Generated

1,100 in 4 months

Keywords ranked in top 3

52 keywords

Keywords ranked in top 10

76 keywords

The Challenge

Kendamil is a premium baby formula brand from the UK expanding into HK. They needed to increase the visibility in Hong Kong’s highly competitive parenting and infant product space without spending millions in traditional PR and ads like competitors like Nestlé and Johnson. Despite strong product demand in US and UK already, their organic presence lagged behind in HK, and most top-ranking terms were dominated by local retailers or resellers.

  • Limited keyword visibility for product-related terms around "milk formula" and "milk powder"
  • Little to no organic traffic, relying on traditional sales through distributors like Watsons
  • No keyword tracking or performance tracking for ad conversions
  • Poor Google Ads performance with unclear conversion performance

The Strategy

We implemented a dual-track growth program focused on:

  1. Ranking for high-intent commercial keywords (e.g., “goat milk formula hong kong”)

  2. Targeting local search queries in both English and Traditional Chinese

  3. Updating entire Google ads account to focus on high converting SEM and Performance max campaign

Phase 1: SEO Foundations & Technical Cleanup

1.1 Targeted Keyword Mapping

  • Identified 90 commercially valuable search terms in both English and Chinese
  • Prioritised keywords with local intent, such as “羊奶香港”, “organic milk formula hong kong”, and “有機奶粉”
  • Focused on different search intent and questions (FAQ) in both English and Traditional Chinese

1.2 On-Page Optimisation 

  • Updated headers, title tags, and meta descriptions for relevancy
  • Optimised product and category pages for structure, clarity, and SEO positioning for AI results
  • Created keyword clusters for priority topics (e.g., small businesses, entrepreneur, overseas business)

1.3 Rank Tracking & Data Feedback Loop

  • Fixed crawl and indexation issues included over 100+, 403 and 404 errors
  • Created new page structure for all products and categories for better indexation

Phase 2: Organic Growth & Performance Scaling

2.1 Keyword Performance

  • 76 keywords improved in rankings since SEO launch
  • Top 3 keywords increased from 0 to 52/90
  • Top 10 rankings now cover 76/90 keywords, a 942.9% increase

2.2 Organic Traffic Growth

  • Sessions rose from 548 to 833 in one month of optimising the content (+52%)
  • Engaged sessions increased by 53.85%, indicating stronger content retention and match with user intent

2.3 Dominance Across Commercial Terms

  • Ranking #1 for high-value search terms like: "Goat Milk Formula Hong Kong", "Organic Milk Powder Hong Kong", "Organic Milk Formula"
  • Creating a visible brand in the milk formula space on Google overnight

Phase 3: Google Ads (SEM + Performance Max)

3.1 Campaign Restructure & Expansion

  • Launched a full-funnel strategy combining Search and Performance Max campaigns
  • Targeted branded and generic commercial queries using SEO insights

3.2 Conversion Performance

  • 1,130 conversions generated between May–July with the same ad spend as previous months
  • Conversion growth was continuous month-over-month, showing increased ROAS of 12x

Conclusion

Through a combined SEO and Google Ads strategy, Kendamil successfully:

This case study shows how a strong SEO strategy can transform digital visibility and drive high-quality leads for education businesses in Hong Kong.

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Kendamil - a premium baby formula brand in Hong Kong saw a 52% uplift in organic traffic and over 1,100 conversions through Google Ads by combining SEO with a refined Google ads strategy. With 52 keywords ranking in the top 3 and a consistent Google ads performance, they scaled direct-to-consumer growth efficiently across both paid and organic channels.
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