The Yorkshire Tile Company
Case Study
From Showroom to Shopping Cart: How The Yorkshire Tile Co Transitioned to a Full E-Com Strategy with Google and Meta Ads
The Challenge
The Yorkshire Tile Co, a longstanding partner with our agency, has been leveraging our expertise since the inception of our business. With nearly three years of year-over-year (YoY) data at our disposal, we’ve been able to craft and fine-tune strategies tailored to their unique business needs.
Historically, their digital strategy was a blend of lead generation, driving foot traffic to physical stores, and online sales. However, in April 2024, the decision was made to pivot entirely to an e-commerce-focused strategy to capitalise on the growing online marketplace.
This shift required a significant overhaul of their existing digital marketing approach, emphasising the importance of a cross-channel strategy that could seamlessly drive online sales and maximise ROI.
The Solution
To effectively roll out this new e-com strategy, we implemented a robust cross-channel approach, combining the strengths of Google Ads and Meta Ads. This strategy aimed to reach potential customers at multiple touchpoints, guiding them through the customer journey from awareness to purchase. Our approach involved:
Meta Ads Strategy:
Creative Testing and Optimisation:
Given the pivot to e-commerce, we tested and refined the creative assets to better resonate with online shoppers, ensuring that the visuals and messaging aligned with e-commerce goals.
Provided continuous feedback to improve the effectiveness of ad creatives, focusing on high-converting formats and offers.
Targeted Campaigns for Online Sales:
Shifted the focus of campaigns to directly drive online purchases, targeting audiences most likely to buy tiles and related products.
Emphasised retargeting strategies to bring back potential customers who showed interest but hadn’t completed their purchases.
Google Ads Strategy:
Performance Max and Shopping Campaigns:
Implemented Performance Max and Google Shopping campaigns to capture high-intent search traffic and showcase products to users actively searching for tiles and home improvement materials.
Focused on optimising product listings to increase visibility and click-through rates, ensuring that the ads were competitive in the market.
Data-Driven Adjustments:
Leveraged the extensive YoY data to inform bidding strategies, audience segmentation, and keyword choices, ensuring that the campaigns were optimised for the best possible results.
Regularly adjusted bids and budgets based on real-time performance data to maximise ROI during peak buying periods.
The Results
The shift to an e-commerce-focused strategy, supported by a well-coordinated Google and Meta Ads approach, yielded impressive results for The Yorkshire Tile Co:
Meta Ads Results:
Increased Conversions and Revenue:
Meta Ads showed a significant boost in conversions, peaking at 181 conversions in March 2024, with a high conversion value of £8K
Efficient Cost Per Conversion:
The cost per conversion remained efficient, with March 2024 seeing a cost per conversion of just £2.82, demonstrating effective budget management.
Google Ads Results:
High ROAS and Purchase Growth:
Google Ads campaigns achieved a peak ROAS of 12x in May 2024, with purchases reaching 129 in April 2024, contributing to a purchase value of £6K
Consistent Click and Impression Growth:
The campaigns saw a steady increase in clicks and impressions, with June 2024 delivering 2,395 clicks and 74,482 impressions, ensuring sustained visibility.
Cross-Channel Impact:
Seamless Customer Journey:
The integrated approach across Google and Meta Ads created a cohesive customer journey, from initial awareness to final purchase, effectively capturing and converting interest into sales.
Successful Strategy Pivot:
The pivot to a full e-commerce strategy was a success, as evidenced by the consistent growth in online sales and strong ROAS across both platforms.
Continued Optimisation:
The ongoing analysis and optimisation of campaigns, based on deep historical data, have ensured that The Yorkshire Tile Co remains competitive in the e-com space, with room for further growth.
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