Cambridge Nutraceuticals appoints Silverbean to drive PPC and AI visibility strategy

Cambridge-based health supplements company Cambridge Nutraceuticals has appointed performance marketing agency Silverbean to oversee its pay-per-click (PPC) and AI optimisation strategies across its portfolio of brands.

Founded in 2012, Cambridge Nutraceuticals has close ties to the University of Cambridge. Its first product, Ateronon Heart+, was developed following £12 million of research funding and was clinically tested at Cambridge University Hospital NHS Foundation Trust.

Today, three brands sit within the Cambridge Nutraceuticals portfolio: Future You Cambridge, which specialises in clinically dosed and highly absorbable supplements; GP Nutrition, founded by leading nutritionist Gabriela Peacock; and Prime Fifty, which creates supplements tailored to the nutritional and wellbeing needs of people aged 50 and over.

Headquartered in Newcastle, Silverbean has offices across the UK, Australia and the US. The agency specialises in performance-led digital marketing, including Affiliate Marketing, Influencer Marketing, Digital PR, Performance PR, Paid Social, PPC and SEO.

Silverbean will work with Cambridge Nutraceuticals and its brands across both PPC and AI optimisation (AIO), with the aim of increasing visibility, reaching new audiences and driving performance across its digital channels.

The PPC strategy will be led by Silverbean’s Head of Paid Services, Jessica Gregory, and will focus on three key areas:

1. Increasing visibility for advanced supplement ranges – with a focus on driving awareness and consideration for Cambridge Nutraceuticals’ more specialist supplement ranges, rather than competing solely in the crowded market for off-the-shelf products.
2. Stabilising customer acquisition costs (CAC) – using Silverbean’s PPC best practices, including ongoing feed testing and optimisation, to improve efficiency and create a more consistent acquisition strategy across paid channels.
3. Testing upper-funnel activity – introducing tactics such as Demand Gen, supported by user-generated content (UGC) and branded creative, to reach potential customers earlier in the purchase journey.

Alongside PPC, Cambridge Nutraceuticals has appointed Silverbean to develop its AI optimisation strategy, led by newly promoted Senior Strategist, Eleanor Sangan.

The AIO strategy will focus on increasing the visibility of Cambridge Nutraceuticals and its brands across AI search and answer platforms. This will include optimising existing onsite content and identifying opportunities to create new pages designed to answer the questions consumers are asking, with recommendations informed by a comprehensive audit of the brands’ current AI visibility and performance.

Katie Stewart, Associate Director at Silverbean said:

“Cambridge Nutraceuticals is an exciting addition to our client portfolio, with a strong heritage in science and a really interesting mix of brands, each with a clear proposition and audience. The health and wellness space is incredibly competitive, so there’s a real opportunity to make sure these brands are visible at every stage of the customer journey.

Kirsty McCullough, Head of Marketing & Brand at Cambridge Nutraceuticals said: 

“We’ve built Cambridge Nutraceuticals around a simple belief: that supplements should be backed by science, high-quality ingredients and evidence that they work. As our brands continue to grow, it’s important that our digital strategy reflects the same level of rigour.

The partnership brings together Silverbean’s performance marketing expertise with Cambridge Nutraceuticals’ portfolio of science-led health and wellbeing brands, with the work spanning both immediate paid search opportunities and longer-term organic visibility across emerging AI platforms.

Source: Silverbean

  Cambridge Nutraceuticals, Katie Stewart, Kirsty McCullough, Performance Marketing, Silverbean