Hancock Seed

Hancock Seed had a strong business in a defined corner of the map. The job was to take it national, open new channels and grow organic visibility without letting acquisition costs run away. We took on paid search, paid social and SEO as a single growth remit, with one rule across all three: scale only counts if the economics hold.

It held. Google Ads revenue grew 287% with conversions up 326%, a new paid social account scaled from a standing start to a core revenue channel inside seven months, and an SEO restructure lifted top-three rankings from 583 to 858 keywords in five weeks.

The Brand

Hancock Seed is a fourth-generation family business in Dade City, Florida, growing, sourcing and shipping seed for nearly a century. The range covers lawn, pasture, wildlife and homesteading, supplied through a network of family farmers across more than 35 countries. The customer base runs from homeowners with a back garden to land managers responsible for thousands of acres, all looking for reliable, high-quality seed. For most of that history the brand's commercial centre of gravity sat in the Southeast.

The Challenge

Each channel arrived in a different state. Paid search was working but boxed in, running a Search-only setup concentrated in the Southeast, with most of the country untouched and the placements across Shopping and the wider Google network left on the table. Paid social did not exist at all: no account, no historical data, no creative pipeline, and the usual cold-start problem of slow, expensive learning before a new channel finds its feet.

Organic search was quietly working against itself. A review in August 2025 found a large number of collection pages targeting the same terms, which made it harder for Google to decide which page should rank, a problem known as keyword cannibalisation. Many of those pages held only a single product, adding a needless click between the customer and the thing they wanted to buy.

Our Focus

We ran the three channels as one programme, so a gain in one was never undone by a loss in another. In paid search that meant expanding the map and then the channel mix: targeting moved beyond the Southeast to cover the continental United States, with regional campaign structures built around climate zones, soil conditions and seasonal planting windows, and Shopping and Performance Max added alongside Search to reach customers across more of the journey.

Paid social was built from nothing, led by Dynamic Product Ads drawn from the full catalogue, which removed the creative bottleneck and let the account scale from day one. We ran it as both demand creation and demand capture rather than a pure conversion channel, with a testing framework underneath that kept finding and scaling new pockets of demand as spend climbed. Alongside, the SEO work consolidated authority across more than 300 pages: competing pages were removed or redirected to the stronger performer, others re-optimised for more specific terms, and single-product collection pages folded into the product page to cut the extra step out of the journey.