April was Meridian Home & Garden's strongest month in 2026 — organic sessions up 18% and paid CPA 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. We've outlined a response plan 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. Four target keywords moved from positions 8–12 into the top 5, with 'garden sofas UK' now ranking at position 3. Conversion rate from organic held steady at 1.4%, generating 199 goal completions.

Google Ads delivered 187 conversions at a CPA of £28.50 — down from £34.20 in March, an improvement of 17%. ROAS improved to 4.2x (from 3.6x). We removed three underperforming ad groups targeting broad match gardening terms that were generating clicks but no conversions. Budget has been reallocated to the retargeting campaign, which is currently converting at a CPA of £18.

Meta delivered 84 conversions at a CPA of £42, broadly flat from March's £44. The spring creative set — 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 in May. Please note: Meta figures reflect 7-day click attribution, which will differ from GA4 conversion numbers.

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 not a cause for concern. If the trend continues through May we would recommend a small Display budget (£500–£800) to maintain brand search share.

1. Launch the video creative test on Meta by 10 May — expected to reduce CPA by a further 8–12% based on benchmark data from similar campaigns. 2. Publish three remaining articles in the outdoor furniture content cluster — forecast to drive an additional 1,500 organic sessions by the end of May. 3. Apply bid modifier adjustments to mobile campaigns in Google Ads — mobile CPA is currently 23% above desktop and there is room to improve through audience layering.