Performance ads, SEO and conversion work that returned 4–5x on ad spend for Singapore’s best-known bakkwa brand.

Bee Cheng Hiang is a heritage name in Singapore, and for decades its busiest moments have been physical ones — queues down the pavement in the weeks before Chinese New Year, and steady walk-in trade at outlets through the rest of the year. That strength is also the constraint. Demand concentrates into a short festive window, and the habit it builds is queueing at a shopfront rather than filling a basket online. Bakkwa and festive gift boxes are easy to compare on price, and at peak the brand competes for the same gifting budget as hampers, biscuits and every other seasonal category bidding on the same intent. The online store needed to earn revenue across the whole year rather than only riding the peak, and the media behind it had to pay for itself in orders.

Turn online ordering into a channel the business could scale on purpose. That meant a return on ad spend high enough to justify committing more budget, a healthier share of visitors finishing an order instead of abandoning it at the cart, and a bigger average basket from the customers who were already buying. Success was measured in revenue return, order conversion rate and average order value — sales metrics, not reach.

We ran performance campaigns across Meta and Google Shopping and Search, structuring the account around the products and occasions that actually moved — classic sliced bakkwa, everyday packs, gift boxes and festive hampers — and keeping a retargeting layer working on people who browsed or added to cart without buying. The product feed and campaign structure were maintained so budget followed the best-converting lines instead of being spread evenly across the catalogue, and the seasonal peak was planned for rather than reacted to. Alongside the paid work we built SEO around the branded and category searches the brand should own, so a share of demand arrived without a media cost. On the site itself we worked through the ordering and checkout experience — product pages, cart and the checkout steps — to remove the friction that was costing orders, and merchandised bundles and gifting sets so a larger basket was the easy choice rather than an upsell. Sign-up capture was built into the site and the campaign journeys so first-time visitors who were not ready to buy still entered the database, and email and retargeting flows carried them back.

Over five to six months the campaigns returned 4–5x on ad spend, order conversion settled between 3% and 4%, and average order value rose 10–15% — a channel that funds its own growth while lifting the value of every order it wins.

See the rest of our client work on the case studies page.