Case Studies

JumpFly’s Content-to-Commerce Strategy Wins Visibility in AI Search

THE CHALLENGE

WetPlants.com is a family-owned online retailer specializing in live aquarium plants, pond plants, and aquascaping materials. The company helps customers transform their tanks and ponds into thriving aquatic ecosystems that are both beautiful and biologically balanced. With AI-powered search experiences reshaping how users discover information and products, the challenge was ensuring WetPlants’ expertise and solutions appeared within these new AI-driven search results.

THE APPROACH

JumpFly helped WetPlants increase authority and trust signals in search by recommending a content-to-commerce strategy built around educational blog posts that directly connect customer questions with expertise and relevant products. These blog pages answer aquarium and pond care questions while linking to solutions available on the site, allowing the content to serve both informational and transactional intent.

The blogs are used as landing pages in paid search campaigns, enabling AI visibility when users ask questions and increasing the likelihood of being cited in AI Overviews, while also supporting AI Max and Performance Max campaign performance.

WetPlants has made this part of their marketing strategy, regularly releasing new blogs to answer new questions recommended by the JumpFly team based on search queries and URL expansion signals.

THE RESULTS

This approach expanded WetPlants’ reach to new audiences, improved discoverability in emerging AI search environments, and ultimately drove new customer acquisition and year-over-year growth, including increases in conversion volume and revenue while lowering cost per acquisition.