You need more traffic. That’s a given in the bustling New South Wales market. But where do you invest your next dollar? Do you build a long-term asset with SEO, or do you drive instant results with paid ads? This is the key decision in every NSW ecommerce traffic strategy.

Answering the ecommerce SEO vs PPC NSW question isn’t about picking a winner. It’s about understanding how the top local brands make them a winning team.

Instead of debating theory, we’re going to break down the live strategy of a top-tier Sydney-based brand to see how they solve this problem.

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Disclaimer: Eulav is not affiliated with, endorsed by, or a partner of Bailey Nelson. This analysis is based on publicly available information as of September 2025 and is for educational purposes.

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The Teardown: How Bailey Nelson Dominates Both SEO & Paid Ads

The Brand: Bailey Nelson, the stylish and accessible eyewear brand born in Bondi Beach. They have masterfully blended a physical retail footprint with a powerful online strategy.

1. Bailey Nelson’s SEO Strategy: The Local Authority

Bailey Nelson’s SEO is brilliantly executed to drive both online sales and foot traffic to their physical stores across NSW.

• Local SEO Dominance: They have perfectly optimized Google Business Profiles for every location. When someone searches “optometrist Sydney CBD” or “glasses Newcastle,” they appear prominently with reviews, hours, and directions.
• Service-Oriented Content: They create content around their services, like “bulk-billed eye tests” and “contact lens fitting.” This captures high-intent customers who are ready to book an appointment.
• The Result: Their SEO strategy makes them highly visible to customers with immediate needs. It’s a textbook example for any Shopify marketing agency in Sydney on how to merge digital and physical retail.

2. Bailey Nelson’s Paid Ads Strategy: The Style Showcase

While SEO captures intent, Bailey Nelson’s paid ads are used to showcase their brand’s style and drive top-of-funnel awareness.

• Visually-Driven Creative: Their ads on Instagram and Facebook are all about the aesthetic. They feature stylish people wearing their frames in relatable, aspirational settings.
• Clear, Simple Offers: The ad copy often highlights their core value proposition, such as “2 pairs from $249.” It’s a simple, compelling offer that’s easy to understand in a fast-scrolling feed. This is a crucial consideration for SEO or Google Ads for ecommerce in Newcastle and other regional hubs.
• The Result: Paid ads allow them to reach a broad audience of style-conscious consumers, introducing them to the brand and driving them to either the website or their nearest store.

The Verdict: How to Choose Your Strategy

Bailey Nelson’s success is proof of a perfectly integrated “clicks-and-bricks” strategy.

• Start with Paid Ads if: You have a visually appealing product and a clear, simple price point. Use ads to build brand awareness and drive initial interest.
• Invest in SEO from Day One if: You have physical locations or a service-based component. Dominating local search is the fastest path to acquiring high-intent customers.
• The Power Move: Use your paid ad campaigns to test which styles and frames get the most engagement. Feature those winning products more prominently on your SEO-optimized landing pages to increase conversion rates.