Highlight of the week

Wholesale enquiry rate up 31% this period

1.18% vs 0.90% over the prior 28 days.

The buying-guide cluster produced 34 of 74 total enquiries.

Wholesale enquiry volume is also up 19% versus the same 28-day period last year.

013rd week runningHigh opportunity

The buying-guide cluster is still producing the most qualified wholesale traffic

Three buying-guide articles generated 34 of the 74 wholesale enquiries this period, accounting for 46% of total conversions from just 15% of engaged sessions.

Observed The cluster drove 940 engaged sessions at a 3.6% enquiry rate versus 1.18% site-wide.

Interpretation Visitors landing on these pages already look like roaster-evaluation traffic, not just early research traffic.

Why This is the most repeatable acquisition pattern in the account and the fastest path to more wholesale pipeline this month.

Decide Scale this cluster before increasing paid spend again.

Impact Two more pages that perform at half this rate would add roughly 12 extra wholesale enquiries in a 28-day window.

022nd week running

Paid search spend rose, but the added traffic did not create more enquiries

Google Ads brought 2,860 engaged sessions, up 11%, but wholesale enquiries from paid search held flat at 18.

Observed Estimated cost per enquiry moved from $41 to $47 after the 15% budget increase.

Interpretation The account is buying more clicks without improving conversion quality, which points to landing-page intent mismatch or keyword drift.

Why If this keeps running unchanged, the next budget increase will reduce efficiency instead of growing pipeline.

Decide Hold the current budget and review search terms plus landing-page copy before scaling further.

Impact Paid search is converting at 0.63%, behind organic at 1.2% and direct at 1.8%.

03

AI referrals are still small, but they are landing on the right page and converting

ChatGPT, Perplexity, and Claude sent 118 sessions this period, and 91 of them landed on /wholesale.

Observed AI referral traffic converted at 1.7%, ahead of the 1.18% site-wide wholesale enquiry rate.

Interpretation These visits look closer to supplier-evaluation traffic than casual discovery traffic, so the landing-page proof points matter more than volume right now.

Why If AI recommendations keep growing, /wholesale becomes an even more important conversion page for net-new demand.

Decide Tighten social proof and the wholesale CTA on /wholesale before this channel scales further.

Impact At the current 1.7% conversion rate, every additional 100 AI sessions should be worth roughly 1-2 extra wholesale enquiries.

▲ Start here

Publish two more wholesale buying guides and route both into the current /wholesale enquiry path

Why The strongest-performing pages already show the pattern that works: practical buying guidance for cafe owners that hands off into the wholesale page. Scaling that cluster is the clearest way to grow enquiries without paying more for flat paid traffic.

Signal Each new page reaches 200+ engaged sessions and at least 4 wholesale enquiries within 30 days.

If no signal If the new pages stay below a 2% enquiry rate, review CTA placement and form friction on /wholesale before adding more content.

Owner: Marketing Lead · Effort: MediumSome coordination · Timing: 30d

Paid traffic efficiency is slippingPaid Media Manager

Google Ads is sending more traffic, but not more wholesale enquiries. If cost per enquiry stays above $45 for another cycle, shift part of the increase into content promotion or remarketing until conversion quality improves.