What Cut Price Tiles Wanted
The client approached us to revitalise their digital performance following a period of stagnation within their PPC accounts. While the website was maintaining a baseline of traffic, it was failing to capture the high-value, large-scale orders necessary for significant ecommerce growth. The primary objective was to move away from low-value, incidental clicks and instead shift the needle by attracting serious renovators and trade customers ready to commit to full-room projects.
The Challenge We Faced
Upon auditing the account, we identified a critical bottleneck. The conversion funnel for high-intent customers was broken.
In the tiling industry, a sample is often the first step to a thousand-pound order. Sample orders were underperforming, meaning the top of the funnel was restricted, preventing the brand from building a pipeline of future high-value sales.
The existing account structure was far too broad. PPC spend was being spread thinly across a vast product catalogue of over 3,000 items. This lack of focus meant that hero products were not receiving the visibility required to dominate the market.
The spend was failing to differentiate between casual browsers and customers ready for large-scale renovation projects. We were tasked with transforming a passive, general advertising tool into a revenue-generating engine that prioritised profitability over mere click volume.
