Drove +147% bookings for H&R Block in a 6-week sprint
Australia's largest tax accounting brand needed a peak-season fix in six weeks. A location page system, restructured PPC, and brand-search retraction drove +147% bookings.
Australia's most recognized tax accounting provider
H&R Block is Australia’s most recognized tax accounting provider, completing over 700,000 tax returns annually and serving individuals and businesses nationwide. Nearly 500 offices sit across metro and regional Australia.
Despite offline strength, their digital presence didn’t reflect the offline reputation, especially at peak season.
Six weeks to peak season and a broken conversion funnel
Broken locator UX
The office locator confused visitors and dropped bookings.
Inefficient PPC account
Broad ad groups misaligned with landing pages and buyer intent.
Weak location SEO
Organic visibility on suburb-level tax searches was low.
Location page system, restructured PPC, and brand-search retraction
Custom office locator
Dedicated location pages for every office across the network.
Optimized navigation
Menus and CTAs tailored to how tax filers actually decide.
Restructured ad account
Targeted ad groups, optimized bids, and rotating creatives.
Geo-targeted PPC
Ads aligned to the new location-specific landing pages.
Brand-search retraction
Cut wasted brand spend so organic dominated the top of results.
Conversion tracking
Form and booking events wired end-to-end for weekly reporting.
Record-breaking peak-season bookings and form conversion
Headline result: +147% bookings, 92% booking-form conversion, +123% locator traffic. Weekly reporting.
Tax-agent bookings climbed across the peak-season window.
Booking-form conversion rate cleared 92% at peak.
Office-locator traffic rose via SEO and better UX.
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