Küchenquelle.de: Reclaiming Traffic and Leads After a Digital Setback
Küchenquelle is a well-known German kitchen brand. After a major website relaunch in 2021, the company faced a sharp drop in online visibility and leads. In 2022, Küchenquelle launched the full digital audit – SEO, content, and PPC – and to lead the recovery. Here's how we helped stop the decline and restart growth.
Küchenquelle is a well-known German kitchen brand. After a major website relaunch in 2021, the company faced a sharp drop in online visibility and leads. In 2022, Küchenquelle launched the full digital audit – SEO, content, and PPC – and to lead the recovery. Here's how we helped stop the decline and restart growth.
The Challenge
The new website looked modern. But several SEO problems caused a major drop in organic traffic.
Key pages were removed or merged. The kitchen lexicon – previously dozens of individual keyword pages – was reduced to one page with minimal content. Rankings fell fast.
Blog articles from the old “magazine” section weren’t moved into the new content hub. Google couldn’t find many of the new URLs. Some pages were not indexed.
At the same time, Google Ads CPL rose quickly. Retargeting campaigns had no segmentation or exclusions. Leads from retargeting were 50% more expensive than cold traffic campaigns.
Facebook campaigns also lacked structure and variation. Most ads looked similar. Audiences were too broad. Results were inconsistent.
Our Strategy
We focused on two key areas: SEO recovery and PPC optimization.
1. SEO: Fixing the Foundation
- Indexing and Sitemap: We checked all technical settings. Missing pages were submitted to Google. We updated the sitemap and corrected redirects.
- Lexicon Pages: We rebuilt individual pages for the most important kitchen terms – such as Planungstiefe, Aktivkohlefilter, Ceranfeld, and others. Each page was optimized for relevant search queries.
- Blog and Content Migration: Top-performing blog articles were restored and moved into the new Ratgeber section. These pages targeted long-tail keywords and answered common kitchen-related questions.
- Keyword Gaps: Our analysis showed that high-volume terms like “Küche online kaufen” and “Küchenfinanzierung” were missing landing pages. We created a content plan to fill these gaps.
- Category Pages: The site had removed many kitchen style or color pages (e.g. “Gelbe Küchen”). We recommended rebuilding these pages to capture color-based searches. We also proposed new sub-pages for popular countertop materials like wood or ceramic.
- Technical Improvements: We expanded homepage content to include commercial terms like “Küche planen”. Structured data (Schema.org) was implemented for products and articles. We also planned Core Web Vitals improvements for better user experience and SEO performance.
2. PPC: Reducing Cost per Lead
- Google Ads – Retargeting Fix: We segmented users by time since visit (1–3 days, 4–7, etc.) and set different bids for each group. We excluded converted users, reduced ad frequency, and removed low-quality placements. Budget from expensive or broad campaigns (like DSA and Display) was moved to better-performing segments or to Facebook.
- Facebook Ads – Rebuild: We created new campaigns focused on conversions. Audiences were split by type: lookalikes, website visitors, subscribers. Each group received specific messaging. We tested different formats – static images, videos, short texts, testimonials – and compared results.We also used sequential retargeting. Users saw a series of ads depending on where they were in the buying journey.
- Campaign Messaging: We changed the ad copy to highlight the 33% offer directly in headlines. We cleaned up keywords and split search terms for better targeting.The result: more efficient campaigns, lower costs, better targeting.
Results
Double-digit organic traffic growth within 3 months
Key search terms returned to top Google rankings
Thousands of monthly visits restored from blog and lexicon pages
Cost per lead down by 30–40% across Google and Facebook
Facebook lead volume increased with better audience targeting
Retargeting performance improved significantly
All of this was done with no increase in total ad budget.
The user experience also improved. Visitors could find more relevant content. And the internal marketing team had a clear plan for content and campaigns going forward.
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How we can help you
Our team will help you with the first steps of your expansion as well as long-term marketing strategies.
