Ecommerce
How we rebuilt a UK tile retailer's Google Ads account around margin instead of traffic — more than doubling conversions while making every sale cheaper to win.
7.5×
Return on ad spend
+121%
Online conversions
-46%
Cost per acquisition
+79%
Revenue from paid search
The challenge
Artisan Tile Company was spending consistently on Google Ads, but the account had been built for reach rather than margin. Budget was spread thinly across broad campaigns, the cost of winning each sale was climbing, and it was hard to see which product lines were actually carrying the account. Every additional pound of spend was buying less.
Our approach
We rebuilt the account around product margin instead of traffic volume. Shopping and Performance Max were restructured so the strongest ranges took the budget, search terms were pruned hard to stop paying for browsing traffic, and conversion tracking was rebuilt so bidding optimised against real revenue rather than raw conversion counts. Budgets were then reviewed weekly against contribution, not clicks.
The outcome
The account now converts more than twice as often on only modestly higher spend. Return on ad spend rose from 5.0× to 7.5×, revenue from paid search grew 79%, and the cost of acquiring each customer fell by 46%. Crucially, that efficiency held as spend increased — the account scales without the drop-off that usually comes with it.