Executive Summary
Prepared by Moor Marketing · Jul 2024 – Jun 2026
Keter Australia has achieved exceptional growth over the past two years, driven by a sophisticated multi-channel marketing strategy that combined performance digital, above-the-line brand investment, and data-led promotional activity.
From July 2024 to June 2026, Keter generated $17.1M in net revenue from 29,716 orders - scaling from a $272K month to a record-breaking $2.41M in November 2025. This growth was not accidental: it reflects coordinated investment across Meta, Google, television, outdoor, and owned channels, underpinned by keyword-led content strategy and a promotional calendar designed to maximise each season.
2-Year Net Revenue
$17.1M
Jul 2024 – Jun 2026
FY2025 Growth
+196%
vs prior comparable period
Blended ROAS
5.5x
$3.70M spend · $17.1M+ revenue
Best Month Ever
$2.41M
Nov 2025 · Black Friday · 4,167 orders
What drove the growth
Five interconnected growth levers
1
Meta & Google performance at scale
$3.70M invested across Meta (4.83x ROAS) and Google (5.87x ROAS), with Sheds and Outdoor Storage as the highest-returning categories. 281M impressions built persistent top-of-mind presence.
2
"Always Looks Good" TVC campaign
A 3-state above-the-line campaign (TVC in NSW, OOH in VIC, digital uplift in QLD) delivered +138% ad recall, 2.4× purchase intent, and +88% online revenue growth in the campaign year. Online shed revenue alone grew +203%.
3
Keyword-led category capture
Strategic investment in high-intent search terms across Sheds, Outdoor Furniture, and Storage Boxes positioned Keter at the moment of purchase decision. Google PMax campaigns targeting these categories delivered 5.87x ROAS.
4
Promotional calendar discipline
Black Friday 2025 generated $2.41M (up +224% on 2024). Spring Sale, EOFY, Pre-Order and Summer Sale campaigns maintained revenue between seasonal peaks. Discount strategy was targeted - not blanket - protecting margin.
5
Brand health improvement
Post-TVC brand attribute scores are now 4.0+ across all dimensions - Quality (4.28), Trustworthiness (4.14), Variety (4.11). This creates pricing power and justifies the premium over steel alternatives.
Channel performance at a glance
Jul 2024 – Jun 2026
| Channel | Spend | Revenue | ROAS |
|---|---|---|---|
| Meta Ads | $2.24M | $10.8M | 4.83x |
| Google Ads | $1.46M | $8.59M | 5.87x |
| TVC / OOH | Campaign | +88% YoY | Brand |
| Organic Search | - | $1.94M | Free |
| Direct | - | $2.48M | Free |
Looking ahead - FY2027 priorities
Strategic recommendations
July price increase sale
Create urgency ahead of August price reset. Historical July (~$595K) signals strong uplift potential with the right messaging.
Create urgency ahead of August price reset. Historical July (~$595K) signals strong uplift potential with the right messaging.
Aug–Sep email competition
Build the owned channel before Black Friday. A larger, better-segmented list will amplify BF revenue beyond 2025 levels.
Build the owned channel before Black Friday. A larger, better-segmented list will amplify BF revenue beyond 2025 levels.
Impact affiliate network + Qantas Rewards partnership
Signing to Impact unlocks a broad affiliate and loyalty partner ecosystem. Partners including Qantas Rewards will feature Keter products - Adirondak chairs, Cool Bars and storage boxes - as reward options and in partner campaign activity year-round, opening new customer acquisition channels beyond owned media.
Signing to Impact unlocks a broad affiliate and loyalty partner ecosystem. Partners including Qantas Rewards will feature Keter products - Adirondak chairs, Cool Bars and storage boxes - as reward options and in partner campaign activity year-round, opening new customer acquisition channels beyond owned media.
Expand TVC to VIC + add ATL in QLD
Survey data confirms digital-only underdelivers on brand familiarity. VIC billboards matched TVC recall - TV would exceed it.
Survey data confirms digital-only underdelivers on brand familiarity. VIC billboards matched TVC recall - TV would exceed it.
AI-powered spare parts expansion
Keter is expanding into spare parts - using AI to match customers to the right part for their product, dramatically reducing support load and opening a new revenue stream with high margin and strong loyalty mechanics.
Keter is expanding into spare parts - using AI to match customers to the right part for their product, dramatically reducing support load and opening a new revenue stream with high margin and strong loyalty mechanics.
"Always Looks Good" - TVC Campaign Results
Pre vs Post Consumer Survey · NSW · VIC · QLD · 2025
Always Looks Good
A 3-month multi-channel above-the-line campaign testing TVC (NSW), OOH billboards (VIC), and digital uplift (QLD). Pre/post consumer survey across 1,422 respondents measured brand health, ad recall, and purchase intent shifts.
809
Post-campaign respondents
613
Pre-campaign respondents
NSW · TVC
3-month linear television
+3.3pp
Brand familiarity · 4.1% → 7.4%
VIC · Billboards (OOH)
Billboard-only above-the-line test
+1.4pp
Brand familiarity · 2.6% → 4.0%
QLD · Digital Only
Increased digital spend · no ATL
−0.4pp
Brand familiarity · 2.3% → 1.9%
Online Revenue Growth
+88%
$5.2M → $9.8M campaign year
Shed Category Growth
+203%
$810K → $2.46M
Ad Recall Increase
+138%
1.3% → 3.1% of total respondents
Purchase Intent
2.4×
0.7% → 1.7% across all respondents
Channel attribution shift
Among Keter ad recallers - pre vs post
Brand attributes post-campaign
Rating out of 5 · brand-aware respondents
Purchase intent by state
% most likely to purchase a shed from Keter
Top performing products - campaign year
Online revenue growth vs prior year
| Product | Growth | Revenue |
|---|---|---|
| Cortina Alto Shed | +353% | $517K |
| Cortina Mega Shed 2020L | +261% | $445K |
| Darwin 6x4 Garden Shed | +477% | $231K |
| Stronghold Shed 10×11.5 | +640% | $147K |
| Kentwood 190L Storage Box | +935% | $142K |
Key finding: VIC OOH billboards matched TVC ad recall efficiency at lower cost. QLD digital drove purchase intent (+1.5pp) but failed to build brand familiarity (−0.4pp). Recommendation: expand TVC to VIC, add OOH or TV to QLD.
Keyword Research - Search Opportunity
Australia · Sheds · Outdoor Furniture · Storage Boxes
Keter's three core categories - Sheds, Outdoor Furniture, and Storage Boxes - represent high purchase-intent search categories in Australia with strong seasonal demand. Search volumes below are estimated Australian monthly averages. Keter ranking reflects current organic/paid visibility position. Opportunity score = search volume × (1 / current ranking) - higher = bigger prize.
Sheds
Highest revenue category · +203% campaign year
| Keyword | Monthly Searches (AU) | Keter Rank | Opportunity |
|---|---|---|---|
| garden shed | 27,100 | 8–12 | ⭐⭐⭐⭐⭐ |
| garden sheds australia | 14,800 | 10–15 | ⭐⭐⭐⭐⭐ |
| outdoor shed | 9,900 | 5–8 | ⭐⭐⭐⭐ |
| storage shed | 8,100 | 6–10 | ⭐⭐⭐⭐ |
| plastic shed | 5,400 | 3–5 | ⭐⭐⭐⭐ |
| resin shed | 3,600 | 1–3 | ⭐⭐⭐⭐⭐ |
| small garden shed | 4,400 | 12–20 | ⭐⭐⭐ |
| keter shed | 2,900 | 1–2 | ⭐⭐⭐⭐⭐ |
| cortina shed | 1,900 | 1–2 | ⭐⭐⭐⭐⭐ |
| lockable garden shed | 2,400 | 6–12 | ⭐⭐⭐ |
| buy shed online australia | 1,600 | 8–15 | ⭐⭐⭐ |
Opportunity: "resin shed" and "plastic shed" are high-differentiator terms where Keter's material story (Always Looks Good, never rusts) is the direct answer. Own these terms.
Outdoor Furniture
Strong ROAS · Adirondak, Lounge, Dining
| Keyword | Monthly Searches (AU) | Keter Rank | Opportunity |
|---|---|---|---|
| outdoor furniture australia | 33,100 | 15–25 | ⭐⭐⭐⭐⭐ |
| outdoor lounge set | 18,100 | 12–18 | ⭐⭐⭐⭐⭐ |
| outdoor dining setting | 14,800 | 8–12 | ⭐⭐⭐⭐ |
| alfresco furniture | 12,100 | 10–18 | ⭐⭐⭐⭐ |
| patio furniture | 9,900 | 8–14 | ⭐⭐⭐⭐ |
| adirondack chair australia | 6,600 | 2–4 | ⭐⭐⭐⭐⭐ |
| weather resistant outdoor furniture | 4,400 | 6–10 | ⭐⭐⭐⭐ |
| outdoor sun lounger | 5,400 | 5–9 | ⭐⭐⭐⭐ |
| resin outdoor furniture | 2,900 | 1–3 | ⭐⭐⭐⭐⭐ |
| pool furniture australia | 3,600 | 10–20 | ⭐⭐⭐ |
| keter outdoor furniture | 1,900 | 1–2 | ⭐⭐⭐⭐⭐ |
Opportunity: "weather resistant" and "low maintenance" are emotional purchase drivers - these map directly to the Always Looks Good brand promise and justify premium price.
Storage Boxes
High volume · Kentwood 190L up +935%
| Keyword | Monthly Searches (AU) | Keter Rank | Opportunity |
|---|---|---|---|
| outdoor storage box | 22,200 | 5–8 | ⭐⭐⭐⭐⭐ |
| garden storage box | 12,100 | 6–10 | ⭐⭐⭐⭐ |
| outdoor storage bench | 8,100 | 3–5 | ⭐⭐⭐⭐⭐ |
| waterproof storage box | 6,600 | 5–9 | ⭐⭐⭐⭐ |
| large storage box australia | 4,400 | 6–12 | ⭐⭐⭐⭐ |
| outdoor cushion storage | 3,600 | 10–18 | ⭐⭐⭐ |
| keter storage box | 2,900 | 1–2 | ⭐⭐⭐⭐⭐ |
| patio storage box | 2,400 | 6–10 | ⭐⭐⭐ |
| deck storage box | 1,900 | 7–12 | ⭐⭐⭐ |
| kentwood 190L storage | 1,600 | 1–2 | ⭐⭐⭐⭐⭐ |
| pool toy storage box | 1,300 | 12–20 | ⭐⭐⭐ |
Opportunity: "waterproof storage box" and "outdoor cushion storage" are high-intent, low-competition terms where Keter product features are the literal answer to the search query.
Search strategy framework
How keywords map to channels and funnel stage
Bottom of funnel - Google Search
High-intent transactional queries ("buy garden shed australia", "outdoor storage box 190L"). Capture searchers ready to purchase. Exact and phrase match. These terms feed the conversion events that power PMax learning.
Mid funnel - PMax + Shopping
Category and comparison queries ("resin shed vs steel", "best outdoor furniture australia"). PMax uses purchase history signals to find similar audiences across Search, Display, YouTube and Shopping automatically.
Top of funnel - Meta + TVC
Broad awareness and inspiration. Meta visual creative shows products in lifestyle settings (alfresco, poolside, garden). TVC delivers the Always Looks Good brand story to audiences not yet in-market, creating future demand.
Ranking key:
1–5 Strong - defend & expand
5–12 Competitive - push to page 1
12+ Gap - invest or target via paid
Monthly search volumes = AU estimates. Rankings = organic + paid blended visibility.
SEO opportunity: Organic Search currently contributes $1.94M in GA4 revenue with 174K sessions - representing significant unlocked value given Keter's brand strength. A content strategy targeting informational keywords ("how to choose a garden shed", "outdoor storage ideas australia") would capture research-phase traffic and reduce paid dependency over time.
Business Overview
Jul 2024 – Jun 2026 · All figures in AUD
$17.1M
Total Net Revenue
29,716
Total Orders
$3.70M
Total Ad Spend
5.5x
Blended ROAS
3.3M
Website Sessions
281M
Total Impressions
FY2025 Net Revenue
$9.73M
+196% vs FY2024 partial ($3.28M)
Meta ROAS
4.83x
$2.24M spend · $10.8M revenue
Google ROAS
5.87x
$1.46M spend · $8.59M revenue
Black Friday 2025
$2.41M
4,167 orders · best month ever
Monthly Net Revenue
Jul 2024 – Jun 2026 · Shopify net sales
Revenue by Channel (GA4)
Total attributed sessions Jul 2024 – Jun 2026
Ad Spend Split
Meta vs Google · Total $3.70M
Year-on-Year Growth
Net sales by calendar year
Revenue & Sales Performance
Total Net Sales (2yr)
$17.1M
Jul 2024 – Jun 2026
Total Orders (2yr)
29,716
Avg $575 order value
Total Discounts Given
$1.00M
5.9% of gross sales
Peak Month
Nov 2025
$2.41M net · 4,167 orders (BF)
Monthly Net Sales & Orders
Full 24-month view with order volume overlay
Gross vs Net Sales
Impact of discounts and returns
Monthly Orders Growth
Order volume trend
Monthly Performance Summary
Shopify data · All figures AUD
| Month | Orders | Gross Sales | Discounts | Net Sales | AOV | Notes |
|---|
Meta Ads Performance
Total Spend
$2.24M
Jul 2024 – Jun 2026
Purchase Revenue
$10.8M
Attributed conversion value
Weighted ROAS
4.83x
Purchase ROAS across all campaigns
Impressions
140.8M
Total impressions served
Top 15 Campaigns by Spend
Meta Ads · Jul 2024 – Jun 2026 · Sorted by spend
| Campaign | Spend (AUD) | Conv. Value | ROAS | Impressions | Performance |
|---|
ROAS by Campaign Type
Weighted average ROAS · top campaigns
Spend vs Revenue
Top 10 campaigns by spend
Google Ads Performance
Total Spend
$1.46M
Jul 2024 – Jun 2026
Conversion Value
$8.59M
Platform-reported conv. value
ROAS
5.87x
Conv. value / cost
Conversions
3,725
Platform-tracked purchases
Campaign Breakdown
Google Ads · All active campaigns · Jul 2024 – Jun 2026
| Campaign | Type | Spend (AUD) | Conv. Value | ROAS | Conversions |
|---|
Spend by Campaign Type
Performance Max dominates
Top Campaigns - ROAS
Active campaigns with spend > $5k
Website Performance (GA4)
Total Sessions
3.31M
Jul 2024 – Jun 2026
Active Users
2.42M
Unique visitors
GA4 Revenue
$17.4M
Ecommerce tracked revenue
Key Events
9.66M
Total tracked conversions
Sessions by Channel
GA4 session default channel group
Revenue by Channel
GA4 attributed revenue by source
Channel Performance Summary
GA4 · Jul 2024 – Jun 2026 · All channels
| Channel | Sessions | Active Users | Key Events | Revenue | Rev/Session |
|---|
Promotions & Discount Analysis
Black Friday 2025
$2.41M
4,167 orders · Nov 2025 · Best ever
Black Friday 2024
$744K
1,335 orders · Nov 2024
BF YoY Growth
+224%
Revenue 2024 → 2025
Spring Sale 2025
$919K
Sep 2025 · 1,344 orders
Monthly Revenue - Promotional Context
Revenue with key promotion periods highlighted
Top Discount Codes by Usage
Shopify discounts · All time
Black Friday Campaign ROAS (2025)
Meta Ads · BF-specific campaigns
Key Promotions - Revenue Impact
Estimated revenue during promotional windows based on Shopify monthly data
| Promotion | Period | Net Revenue | Orders | Discounts Used | vs Prior Year |
|---|---|---|---|---|---|
| Black Friday 2025 | Nov 2025 | $2,413,880 | 4,167 | ALPINE20, STORE20BF, OUTDOOR15, BOSTON30, GAZEBO700 | +224% |
| Spring Sale 2025 | Sep 2025 | $918,640 | 1,344 | SPRING15 | +70% |
| Pre-Order Sale 2026 | Apr–May 2026 | $1,759,486 | 2,895 | PREORDER20, ALFRESCO50 | New |
| Summer Sale 2026 | Jan 2026 | $731,236 | 1,324 | SUMMER15 | New |
| Black Friday 2024 | Nov 2024 | $743,842 | 1,335 | SHED2024, BF2024, MIX2024 | Baseline |
| EOFY Sale 2025 | May–Jun 2025 | $1,171,860 | 1,922 | EOFYTF20, STORAGE20, DECKVIBES15 | First major EOFY |
Creative Performance - Meta Ads
Jul 2024 – Jun 2026 · Ad-level analysis · 1,400 ads
Analysis of 1,400 Meta ads across the period. Top performers filtered to ROAS ≥ 5x, spend ≥ $2,000 and revenue ≥ $10,000 to identify true creative winners - not statistical flukes. Key insight: catalogue/dynamic ads dominate raw revenue, but static and UGC-style single-image ads deliver the highest ROAS.
Best ROAS single ad
12.2x
643L Storage Box Static V4
Highest revenue ad
$374K
Catalogue - Remarketing 7-day
Top format
Catalogue
Dynamic retargeting drives most $
Best ROAS format
Static image
Single-image ads avg 9–12x ROAS
Top performers by ROAS - what worked and why
Ads with ROAS ≥ 8x · Spend ≥ $1,000 · Ranked by ROAS
Highest revenue ads
Top 10 by total attributed revenue
| Ad / Creative | Spend | Revenue | ROAS |
|---|---|---|---|
| Catalogue (Remarketing 7-day) | $61.5K | $373.7K | 6.1x |
| Dynamic Carousel - Bullet Points V2 | $57.2K | $298.5K | 5.2x |
| Long Lasting Dynamic Mar 2026 | $61.5K | $292.6K | 4.8x |
| Shipping I 0326 | $39.0K | $253.5K | 6.5x |
| STORE20BF / 1 | $38.1K | $211.7K | 5.6x |
| Catalogue - Feb 25 | $42.0K | $197.1K | 4.7x |
| ALPINE20 / 1 | $24.0K | $178.6K | 7.5x |
| STORE20BF / 2 | $27.8K | $173.9K | 6.3x |
| Newton Sale - Aug 25 15% Off | $29.4K | $173.3K | 5.9x |
| Cortina Static [5 Hooks] | $35.8K | $172.2K | 4.8x |
Creative learning - what the data tells us
Patterns from 1,400 ads
Catalogue ads = revenue engine
Dynamic catalogue ads dominate raw revenue. Remarketing to add-to-cart audiences (7-day window) consistently delivers 5–7x ROAS. Never turn this off.
Dynamic catalogue ads dominate raw revenue. Remarketing to add-to-cart audiences (7-day window) consistently delivers 5–7x ROAS. Never turn this off.
Static single-image = ROAS champion
Static product shots consistently outperform on ROAS (9–12x). Lower production cost, faster load time, algorithm-friendly. Ideal for scaling cold audiences.
Static product shots consistently outperform on ROAS (9–12x). Lower production cost, faster load time, algorithm-friendly. Ideal for scaling cold audiences.
UGC is underutilised
Only one UGC video in the top performers despite 9.7x ROAS. This format has low CPM, high trust signals and strong BF performance. Recommend 3–5 UGC pieces per quarter.
Only one UGC video in the top performers despite 9.7x ROAS. This format has low CPM, high trust signals and strong BF performance. Recommend 3–5 UGC pieces per quarter.
Copy iteration matters
V2 of the Andro ad outperformed the original by ~15% ROAS. Sunlounger 5-hook carousel structure lets the algorithm self-optimise. Test 3+ copy variants on every winning creative.
V2 of the Andro ad outperformed the original by ~15% ROAS. Sunlounger 5-hook carousel structure lets the algorithm self-optimise. Test 3+ copy variants on every winning creative.
Urgency copy amplifies sale periods
Newton "July Copy" (price increase urgency), 15% Off Sale Video V4, and all BF discount codes in ad names show higher CVR when copy directly references the promotional offer.
Newton "July Copy" (price increase urgency), 15% Off Sale Video V4, and all BF discount codes in ad names show higher CVR when copy directly references the promotional offer.
ROAS by ad format - chart
Top 12 ads by ROAS · spend ≥ $1,000
Forecast & Planned Activity
Forecast methodology: Based on 24-month trailing actuals with seasonal indexing. Planned activity periods carry an estimated 30–80% revenue uplift above the seasonal baseline. All figures indicative.
FY2026 Forecast (Full Year)
~$11.5M
Based on run-rate + planned activity
Black Friday 2026 (Est.)
~$3.2M
+33% on 2025 with Impact/Qantas
Jul Price Increase Sale
~$650K
Urgency window est. uplift
Aug–Sep Email Competition
List Growth
Target: +5,000 subs + retention rev
Revenue Forecast - Jul 2026 – Jun 2027
Actuals (grey) + 12-month forward forecast with planned activity overlay
AI Spare Parts Expansion
New revenue stream · FY2027 initiative
The opportunity
Keter products are built to last - but parts wear out. Customers who can easily find and buy the right replacement part extend product life, stay loyal, and avoid returning items. Currently this is a friction point. AI changes that.
How it works
An AI-powered parts finder matches the customer's product (via model number, photo or description) to the exact compatible spare part in the Keter catalogue - reducing wrong purchases, support tickets and returns while increasing basket value.
↓
Returns & support tickets
↑
Customer lifetime value
New
High-margin revenue stream
July Price Increase Sale - Rationale
Create urgency ahead of price reset
| Objective | Tactic |
|---|---|
| Clear pre-increase inventory | Early access to current pricing |
| Grow email list | Email capture for early access |
| Prime Meta pixel | Purchase events pre-BF season |
| Revenue bridge | Historically Jul is lower month |
| Messaging | "Prices go up Aug 1 - lock in now" |
2026–27 Campaign Calendar
Planned promotional activity and strategic milestones
Sale / Promotion
Competition / Email Growth
Black Friday
Strategic Migration
EOFY
Jul 2026 → Jun 2027
Jul
Price Increase Sale
Impact Live
Aug
Email Competition
Sep
Email Competition
Spring Sale
Oct
Nov
Black Friday
Partner Campaigns
Dec
Jan
Summer Sale
Feb
Mar
Apr
Pre-Order
May
EOFY Sale
Jun
EOFY Sale
Impact Affiliate Network
Broad affiliate and loyalty partner ecosystem - year-round acquisition
| Factor | Current | With Impact/Qantas |
|---|---|---|
| Affiliate network | None | Impact (signed) |
| Flagship partner | - | Qantas Rewards + more |
| Products as rewards | - | Adirondak · Cool Bar · Storage Box |
| Campaign activity | Meta + Google only | + Partner EDMs + campaigns |
| Customer reach | Paid audiences | Millions of loyalty members |
| Revenue opportunity | Current run-rate | New acquisition channel |
| AOV potential | ~$575 | Target $650+ (rewards uplift) |