The Remembrance Center — a Groff Family Services brand — was generating roughly 90% of sales from their brick-and-mortar location with only minimal online revenue. Crabtree Marketing launched a comprehensive paid ads and SEO strategy that transformed them into a thriving national e-commerce brand.
Managing marketing for a multi-brand family services organization requires a partner who can hold the complexity — distinct audiences, shared values, coordinated execution across every brand. That's exactly what Crabtree was built to do.
The Challenge
An E-Commerce Store That Wasn't Selling
The Remembrance Center offers beautiful memorial gifts — picture frames, plaques, garden stones, and cardinal figurines — but their online store was barely generating revenue. Nearly all sales came from walk-in customers at their physical location.
Zero Online Visibility
The website wasn't ranking for any meaningful search terms. Customers searching for "memorial gifts" or "sympathy gifts" weren't finding The Remembrance Center.
No Paid Advertising
No Google Ads, no Meta campaigns, no retargeting. The e-commerce store existed but had no traffic strategy to drive potential customers.
Local-Only Reach
Despite having products that could ship anywhere, the business was limited to local foot traffic. A national market was going untapped.
The Results
Dramatic Growth Across Every Metric
Within 10 months of launching our integrated paid ads and SEO strategy, The Remembrance Center saw transformative results.
614%
Paid Ad Click Growth
461 → 3,292 monthly clicks
3.95x
Return on Ad Spend
Up from 1.77x at launch
3,447
Organic Keywords
All-time high rankings
180%
Conversion Increase
14 vs 5 key events/month
Our Approach
Integrated Paid Ads and SEO Strategy
We knew that The Remembrance Center needed more than one tactic. We built an integrated strategy combining high-intent paid advertising with organic search optimization, allowing them to capture customers across the entire buying journey — from initial awareness to final purchase.
Paid Advertising
Multi-Platform Ad Strategy
We launched a comprehensive paid advertising program across Google and Meta, with campaigns tailored to different product categories and customer intent levels.
✓
Google Performance Max
76,366 impressions, 824 clicks, $30.46 cost per sale
✓
Meta Remarketing Ads
10,389 impressions, 5.86% engagement, $20.45 cost per sale
✓
Memorial Gift Campaigns
29,552 impressions, 21 sales, $19.69 cost per sale
✓
Seasonal Targeting
Campaigns aligned with holidays, graduations, and memorial days
SEO Performance
Dominating Search Results
Our SEO strategy focused on product category pages and long-tail keywords that signal high purchase intent. The results speak for themselves.
Keyword
Position
Monthly Volume
Improvement
cardinal bird figurines
#1
590
Now #1
funeral photo frame
#2
210
+32 positions
in loving memory photo frame
#2
260
+19 positions
pet loss sympathy
#8
590
+63 positions
memorial plaque
Top 10
1,900
+123 positions
crucifix
Top 20
40,500
+202 positions
National Reach
From Local Shop to Coast-to-Coast
What started as a local brick-and-mortar store now reaches customers in all 50 states through targeted paid advertising.
50
States Reached
Top Performing States
Texas147,436 impressions
California147,139 impressions
New York116,474 impressions
Florida114,290 impressions
Pennsylvania99,958 impressions
Ohio95,009 impressions
The Journey
Month-Over-Month Growth
Consistent optimization and strategic expansion drove continuous improvement in performance metrics.
Campaign Launch
Started with 461 clicks, $198 spend, 1.77x ROAS. Initial campaigns focused on remarketing and high-intent keywords.
March 2025
Scaling Up
Reached 2,694 clicks with $1,695 spend. ROAS improved to 1.66x as we refined targeting and expanded successful campaigns.
July 2025
Optimization Phase
Hit 3,185 clicks with best-ever 2.44x ROAS. SEO keywords reached all-time high of 3,447 rankings.
October 2025
Peak Performance
December brought 3,292 clicks and exceptional 3.95x ROAS — a 124% improvement from launch. Holiday season drove record conversions.
December 2025
Our Approach
One Brand at a Time, All Brands Supported
Groff Family Services is the perfect example of how we work with multi-brand organizations. We don't try to boil the ocean — we pick up one project, complete it well, then pivot to the next while keeping everything else in maintenance mode.
Active Priority Model
One brand gets active development focus while others stay in maintenance mode. The Remembrance Center was first — its success opened doors to support all of Kara's brands.
Full-Stack Execution
For each brand, we handle everything: paid ads, SEO, social media content, creative production, vendor coordination. One point of contact, total accountability.
Monthly Alignment
50-minute monthly recaps cover what was spent, what worked, what didn't, what's needed from ownership, and what's planned next. Clear expectations, better results.
The Complete Picture
6 Distinct Brands, One Marketing Partner
Groff Family Services operates multiple brands serving very different markets — but they all benefit from coordinated marketing under one roof.
The Remembrance Center
Memorial Gifts E-Commerce
Active: Paid Ads, SEO, Social
Work Space
Coworking & Event Space
In Progress: Paid Ad Campaign
Meadow Green Funeral Home & Cemetery
Funeral Home & Cemetery
In Progress: Strategic Planning
Groff Funeral Homes & Crematory
Funeral & Cremation Services
Coming Soon
The Legacy Center
Event & Reception Venue
Coming Soon
Groff Pet Loss Services
Pet Cremation & Memorials
Coming Soon
What's Next
From One Brand to the Entire Portfolio
The success with The Remembrance Center created momentum. Now we're systematically extending the same level of marketing support across all of Kara's brands.
The Remembrance Center
Continuing paid ads optimization, expanding social media content, seasonal campaign planning. The foundation is solid — now we're scaling.
Ongoing
Work Space
Building out a paid advertising campaign to drive coworking memberships and event bookings. Different audience, same proven approach.
In Progress
Meadow Green Funeral Home & Cemetery
Strategic planning phase — evaluating market position, competitive landscape, and opportunities for growth. Laying the groundwork for active marketing.
Strategic Planning
Groff Funeral Homes & Crematory
On the roadmap. Once Meadow Green's foundation is set, we'll extend coordinated marketing support across all funeral service brands.
Coming Soon
The Legacy Center
Event and reception venue marketing on the horizon. We'll develop a strategy to drive bookings and build brand awareness.
Coming Soon
Groff Pet Loss Services
Pet cremation and memorial services — a compassionate brand that will benefit from its own dedicated marketing presence.
Coming Soon
"Robert genuinely wants to see his clients succeed — and it shows in every project. His communication is excellent, his creativity is sharp, and he actually understands how to help businesses grow. If you're looking for a marketing partner who's professional, responsive, and invested in your success, Crabtree is it."
