Brief & Challenge

After navigating a period of fragmented data and blurry performance visibility, Bon Charge was seeking confidence that every dollar spent was driving real, measurable value.

The team knew they had strong products and loyal customers – what they lacked was clarity and control. They partnered with Chunky Duck to rebuild their entire digital marketing ecosystem. The goal was simple: clean up the data, restructure the campaigns, and deliver sustainable performance growth across Meta, Google, and Organic channels.

Together, we rebuilt every layer of their marketing stack, giving them confidence that every click, view, and conversion was being measured and optimised.

Service/s

PPC, SEO

Sector

Health

About the client

Bon Charge is a global wellness brand committed to improving human health through science-backed light therapy, sleep, and recovery products. With a strong eCommerce presence and international customer base, the brand needed a more efficient and data-led approach to marketing to support its growing range of wellness technologies and rising competition.

They’re innovators at heart, but their marketing ecosystem needed the same precision their products are known for.

Strategy + process

We started by rebuilding the foundation – from tracking to campaign architecture.

1. Fixed the data

  • Rebuilt GA4 from scratch and implemented server-side tracking (Elevar).
  • Reduced “Unassigned” purchases from 68% → under 10%.
  • Clean, trustworthy data became the cornerstone for every optimisation.

2. Rebuilt paid performance

  • Google Ads:
    • Lowered reliance on AI and introduced new campaign types (Shopping / Demand Gen) to drive high return and maximise conversions.
    • Re-strategised branded and generic search campaigns to reduce overlap.
    • Shifted to a bidding strategy that suited Bon Charge’s goals – optimising towards the highest converting customers and ensuring top of page rank.
  • Meta Ads: Rolled out Advantage+ prospecting and the ADA funnel framework to help move high value users down the funnel and fuel re-marketing audiences, keeping Bon Charge top of mind across a multi-platform approach
    • 240+ creatives launched with consistent funnel logic and refreshed storytelling.
    • Implemented Geo consolidation and UTM standardisation for cross-channel alignment and consistent tracking.
    • Aligned campaign structures with social best practices to improve efficiency and full-funnel performance.

3. Strengthened organic and creative systems

  • Completed a full SEO and content audit, with ready-to-go copy for all key product and category pages.
  • We built a reusable Creative Framework across Meta and TikTok for consistent, on-brand storytelling.
  • Set up TikTok as a dedicated attention layer – priming audiences for Search and Email capture.

The result? A clean, learning ecosystem where every channel supports the next

Results

Within the first 6 months…

Organic traffic / SEO

Increase in organic-driven revenue

61%

Increase in organic sessions

30%

Google Ads

Sales revenue increase

89%

Revenue now from non-branded search

25%

Meta Ads

Increase in attributed sales

17%

Average order value (year-on-year)

31%

Purchase Value up

115%

Other work you might like

We don’t play favourites, but some results just put that little extra spring in our waddle. Here’s some stuff we’re really proud of.

View More

  • 237%

    Increase in ROAS

    MitoQ

    With years of strong Google Ads performance, we reviewed the campaign structure to ensure it is still delivering the best possible return for our client.

  • 100%

    Increase in impressions

    Beca

    Beca’s organic rankings and traffic had been slipping long-term, so we built an SEO turnaround to lift visibility across Australia and New Zealand for competitive, top-of-funnel engineering terms.

  • CBM

    158%

    Increase in organic traffic revenue

    CBM

    After experiencing a long-term decline in organic traffic, CBM needed to retain traffic lost to local and global competitors.

  • 114%

    Increase in Paid Media ticket sales

    Riverside Theatres

    A messy site migration tanked organic traffic, leaving Riverside Theatres leaning heavily on paid media to keep seats filled.

  • 29 X

    Increase in converted leads

    Auto Auto

    Extended warranty insurer Auto Auto launched in August 2021, as many competitors exited the market due to the royal commission into the banking section.

  • Manuka RX - New Zealand

    24%

    Increase in ROAS within two months

    ManukaRX

    ManukaRx provides ethical, powerful products that restore your skin and help to restore the natural world.