Ecommerce
How we scaled a UK tile and stone retailer's paid search past 25 million impressions — growing traffic 28% while holding cost per click almost flat.
£3.4M
Tracked online revenue
33,000+
Online orders
+28%
Growth in paid traffic
£0.71
Average cost per click
The challenge
Fayrouz Tile & Stone sells a considered range into a category where shoppers browse for weeks before buying. The account had the reach — millions of impressions a month — but scaling it usually meant paying more for every click as competition tightened. The question was whether volume could grow without the cost base growing with it.
Our approach
We restructured Performance Max around product feed quality rather than broad audience signals, split retargeting away from prospecting so the two stopped competing on the same inventory, and built dedicated sample campaigns to capture people early in a long consideration cycle. Bidding was tuned continuously against feed performance rather than left to defaults.
The outcome
The account now runs at real scale — over 25 million impressions and more than 400,000 clicks in a seven-month window — while the average cost per click has held at around £0.71. Across the tracked period the site has taken over £3.4 million in online revenue from more than 33,000 orders, with paid traffic up 28% year on year and no corresponding jump in click costs.