April was Meridian Home & Garden's strongest month in 2026 — organic sessions up 18% and paid cost per acquisition down to £28.50, the lowest since Q3 last year. The content refresh across the garden furniture category drove 40% of the organic growth.

One area to watch: branded search volume dipped 8% following the end of the March awareness campaign. This is consistent with post-campaign normalisation and we've outlined a response in the next steps below.

Organic search delivered 14,200 sessions — up 21% from March and the channel's best performance this year. The 'outdoor furniture 2026' content cluster gained significant traction, contributing 3,100 sessions across four articles. Four target keywords moved from positions 8–12 into the top 5, with 'garden sofas UK' now ranking at position 3 on Google.

Conversion rate from organic held steady at 1.4%, generating 199 goal completions. The step change in sessions without a drop in conversion rate confirms this is qualified traffic, not broad-match noise.

Google Ads delivered 187 conversions at a cost per acquisition of £28.50 — down from £34.20 in March, an improvement of 17%. Return on ad spend improved to 4.2× (from 3.6×). Three underperforming ad groups targeting broad match gardening terms were removed; budget has been reallocated to the retargeting campaign, which is converting at a CPA of £18.

As committed last month, we applied bid modifier adjustments to mobile campaigns. Mobile CPA has improved from 41% above desktop to 23% above desktop — meaningful progress, and we will continue tightening this in May through audience layering.

Meta Ads delivered 84 conversions at a cost per acquisition of £42 — broadly flat from March's £44. The spring creative set featuring lifestyle imagery of garden spaces outperformed the product-only creative by 34% on click-through rate. We are scaling the lifestyle creative and testing a video variant through May.

Attribution note:Meta figures reflect 7-day click, 1-day view attribution. Comparing these conversion numbers directly to Google Ads figures will show a discrepancy — both platforms count some of the same conversions. The figures above represent Meta's attributed contribution.

Branded search volume dipped 8% in the second half of April. This is consistent with the pattern we see when above-the-line brand activity goes quiet — the March email campaign had driven a branded search spike which has since normalised. This is expected behaviour and is not a cause for concern.

If branded search continues to decline through May without a corresponding campaign, we would recommend a small Display budget (£500–£800/month) to maintain brand search share. We will flag this in next month's report with a recommendation either way.

1. 1

   Launch the video creative test on Meta by 10 May. Based on benchmark data from comparable campaigns, we expect this to reduce CPA by a further 8–12%.

2. 2

   Publish three remaining articles in the outdoor furniture content cluster. These are written and in review — expected to drive an additional 1,500 organic sessions by end of May.

3. 3

   Continue audience layering on mobile Google Ads campaigns to close the remaining mobile/desktop CPA gap (currently 23% above desktop, target: under 15%).