OZ Homes Insulation SEO — 4,090 Organic Clicks and 323K Impressions in 90 Days
How PMGS drove 4,090 organic clicks and 323K impressions in 3 months for OZ Homes Insulation — an SEO case study backed by real Google Search Console data.
4,090 Clicks (Last 3 Months) | 323,000 Impressions | 1.3% Average CTR | 12.9 Average Position
Client overview
The Client
OZ Homes Insulation is a Victorian‑owned insulation supplier and installer based in Ravenhall, VIC, supplying ceiling, wall, underfloor and roof insulation to homeowners, builders, architects and trades across Melbourne and wider Victoria. The business also runs an active eCommerce store stocking brands like Bradford, Knauf, Foilboard, Aircell, Anticon and Greenstuf.
With a strong offline reputation and hundreds of Google reviews, the goal with PMGS was to translate that brand authority into scalable, non‑branded organic search performance.
The Challenge
Although OZ Homes Insulation enjoyed strong brand recognition, organic search performance was held back by mid‑page‑two rankings, underperforming category pages and keyword fragmentation between spelling variants like “aircell” vs “air cell” and “foilboard” vs “foil board”.
Problem Summary
- Average position of 12.9 — most priority queries sat at the bottom of page 1 or top of page 2.
- High‑impression product terms such as foilboard insulation (2,851 impressions) and foil board insulation (2,976 impressions) were generating only 1.2–1.6% CTR.
- Keyword cannibalisation between variant spellings (aircell/air cell, foilboard/foil board) diluting ranking equity.
- Branded search (“OZ Homes Insulation”) performing well at 10.1% CTR, but non‑branded product terms needed stronger optimisation to scale traffic.
The PMGS Strategy
PMGS built a data‑led SEO program around the site’s actual Google Search Console queries, prioritising the top 10 commercial terms driving impressions and clicks, and optimising each mapped landing page to match user intent.
Strategy Pillars
1. Query‑to‑page mapping
Mapped priority queries — aircell insulation, insulated plasterboard, shed insulation, foilboard insulation, anticon insulation, anticon blanket — to dedicated product/category pages with aligned titles, H1s and metas.
2. Variant consolidation
Merged overlapping targeting for aircell/air cell insulation and foilboard/foil board/foilboard insulation onto canonical landing pages, including both spellings naturally in body copy and H2s to recover lost ranking equity.
3. CTR optimisation on high‑impression queries
Rewrote meta titles and descriptions for high‑impression, low‑CTR terms (foilboard insulation, foil board insulation, anticon blanket) to lift CTR from ~1.2–1.6% towards the 2.5%+ benchmark already seen on aircell insulation.
4. Content marketing & internal linking
Produced educational blog content around insulation selection, R‑values, shed insulation and reflective foil products, internally linked into priority product/category pages to strengthen topical authority.
5. Technical SEO
Audited indexation, breadcrumb schema, Core Web Vitals and HTTPS coverage to ensure crawl efficiency and SERP presentation.
The Results (Last 3 Months — GSC verified)
Figures below are from Google Search Console for the 90‑day window aligned with the engagement (verified in GSC).
Clicks
4,090
Impressions
323,000
CTR
1.3%
Avg. position
12.9
4,090 total organic clicks from Google Search in the last 3 months.
323,000 total impressions across 1,000+ ranking queries.
1.3% average CTR across the full query set.
Average position at 12.9, with multiple priority queries within striking distance of page 1.
Steady daily traffic pattern — 25–70 clicks/day and 2,000–6,000 impressions/day with consistent week‑over‑week stability.
Top 10 Queries Driving Traffic
Google Search Console — queries ranked by clicks in the reporting window.
| # | Query | Clicks | Impressions | CTR |
|---|---|---|---|---|
| 1 | aircell insulation | 78 | 3,016 | 2.6% |
| 2 | insulated plasterboard | 54 | 706 | 7.6% |
| 3 | shed insulation | 52 | 923 | 5.6% |
| 4 | oz homes insulation | 51 | 504 | 10.1% |
| 5 | foilboard insulation | 45 | 2,851 | 1.6% |
| 6 | anticon insulation | 42 | 1,902 | 2.2% |
| 7 | air cell insulation | 41 | 1,510 | 2.7% |
| 8 | foil board insulation | 35 | 2,976 | 1.2% |
| 9 | anticon blanket | 33 | 2,551 | 1.3% |
| 10 | foilboard | 30 | 1,678 | 1.8% |
Highlights
- Insulated plasterboard achieves a 7.6% CTR — strong evidence of first‑page, top‑5 ranking.
- Shed insulation at 5.6% CTR confirms top‑of‑page‑1 visibility on a high‑intent commercial term.
- Brand query OZ Homes Insulation at 10.1% CTR validates the strength of offline brand signals feeding SEO.
What the Client Says
PMGS turned our website into a genuine lead and sales channel. They used our real Search Console data to prioritise the right products and pages, and we’ve seen steady, trackable growth in organic traffic and online orders.
Director
OZ Homes Insulation
The Journey
Month 1
- Baseline audit of GSC, site architecture, top queries and priority categories.
Months 2–3
- On‑page and meta optimisation on top 10 commercial queries; consolidation of variant spellings.
Month 3 (current)
- 4,090 clicks, 323K impressions, 1.3% CTR, 12.9 position across 1,000+ ranking queries.
Next 3–6 months
- Push foilboard, anticon and aircell terms from position 12–15 into the top 5; publish supporting content; expand product schema.
Services Used in This Project
- SEO & Organic Search
Full SEO program driven by GSC data, targeting the top commercial queries and consolidating variants.
- Content Marketing
Educational blog content supporting product and category pages, feeding long‑tail traffic into conversion pages.
- Technical SEO
Structure, indexation, breadcrumb/product schema and CWV improvements to boost crawl efficiency and SERP presentation.
More Results Like This
Explore more PMGS SEO and eCommerce work — manufacturing, trade and industrial clients.
Want Results Like These for Your Business?
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