Case Study

Shoebox Books

The Brand

Shoebox Books is a trusted Australian bookkeeping and tax service provider dedicated to supporting small businesses across the country. With a unique franchise model and a focus on simplifying financial management for business owners, Shoebox Books has built a strong reputation for delivering personalised and professional services. By offering tailored bookkeeping, BAS, and tax solutions, Shoebox Books enables small businesses to focus on growth while staying compliant and financially organised.

The Objective

Shoebox Books has been working with Springboard Digital to refine its digital marketing strategy, with a renewed focus introduced in 2024. The approach prioritised location-specific targeting to help franchises reach their local markets while also supporting head office in attracting new franchisees. This dual strategy ensured that both franchisees and the broader Shoebox network could achieve their respective growth goals.

A key element of the strategy was a robust content plan to boost brand visibility and credibility. Informational content aimed to educate and engage the audience, while transactional content focused on driving inquiries. This balance allowed Shoebox Books to address diverse audience needs while strengthening its presence across digital platforms.

The Strategy

Our primary objective was to enhance Shoebox Books’ visibility in Google search results to drive leads for franchisees and head office.

We developed an SEO strategy to improve organic rankings for high-intent keywords like “superannuation due dates 2024” and “monthly BAS due dates.” This was supported by creating relevant, informative content, which earned Google featured snippets and inclusion in AI-driven overviews — a new feature in Australia in 2024-2025.

Simultaneously, we optimised Google Ads campaigns to increase qualified leads by refining location and search-based targeting. This approach boosted conversion volume and rates while lowering costs, helping franchise locations attract local clients and supporting head office in franchise recruitment. Together, these efforts ensured Shoebox Books achieved success across all channels.

The Results

+230%

Increase in Organic Keyword Positions on Google Page 1

+297%

Increase in Organic Clicks

+26%

Increase in Organic Conversions

+63%

Increase in Organic Conversion Rate

+20%

Increase in Organic Sessions

+15

Featured SERP placements

+56%

Increase in Google Ads Conversion Rate

+26%

Increase in Google Ads Conversions

-22%

Decrease in Google Ads Cost per Conversion

What They Had To Say...

“I want to extend my appreciation to the SEO team at Springboard Digital for their fantastic work in managing our SEO position and Google campaigns at Shoebox Books & Tax. They are very dedicated on maximising the potential of our digital presence, as well as our website, with innovative strategies and a forward-thinking approach. Their ability to enhance and improve our franchise’s online presence has had a significant impact. The team’s dedication have played a crucial role in elevating our digital marketing efforts. I highly recommend them to anyone looking to take their online presence to the next level.”

Miriam G.
Marketing Coordinator at Shoebox Books