Case Study / Ecommerce / Hospitality

Mimi’s Bakehouse

From rebuild to stronger online sales performance.

After a WooCommerce rebuild in late 2024, the next phase focused on making the site more commercially useful: clearer purchase journeys, better tracking and email foundations, and more structured activation across paid and organic channels.

That combination produced stronger year-on-year online performance without making the public case study dependent on sensitive revenue totals.

WordPress • WooCommerce • Google Ads • Meta • SEO foundations

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Highlights

+12.6%
online net sales YoY
+13.2%
orders YoY
+15.5%
products sold YoY
5.3x
Google Ads ROAS

Search campaigns later reached 8.1x ROAS.

The challenge

The old site was getting in the way.

Mimi’s needed more than a visual refresh. The previous site was underpowered at a foundational level, which made proactive growth harder to pursue with confidence.

The goal was to keep the Mimi’s feel while improving the buying journey, speed, tracking setup, SEO foundations and the site’s ability to support email and paid activity properly.

What changed

A tighter, clearer scope.

01

Rebuild the WooCommerce foundation

The site was rebuilt to create a stronger and more reliable ecommerce base.

02

Improve purchase journeys

Layouts, merchandising and paths to purchase were improved so customers could reach products and order more easily.

03

Put the infrastructure in place

Tracking, newsletter capture, abandoned-cart capability and cleaner SEO groundwork gave the site a better marketing base.

04

Activate channels on a better platform

Google Ads, Meta and the wider digital plan became more effective because they were no longer sitting on top of a weaker ecommerce setup.

Commercial outcome

A stronger ecommerce base, then stronger channel return.

The rebuild made the site more commercially useful. Once paid activity became more structured, Google Ads developed into a clearer direct-response channel rather than an add-on to a weaker ecommerce setup.

This is the more useful story to tell publicly: not a single headline revenue number, but the combination of better year-on-year sales momentum, more orders, more products sold and stronger paid efficiency.

Google Ads • Meta • GA4 • Google Tag Manager • Search Console • Mailchimp

Performance signals

Paid search

5.3x overall ROAS

Google Ads produced a strong overall return once the new foundation was in place.

Search campaigns

8.1x Search ROAS

Search campaigns captured higher-intent demand efficiently and outperformed the original return target.

Customer mix

~67% new-customer share

A large share of annual online sales came from new customers, showing that the site was helping bring new demand in rather than only serving existing audiences.

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