ABOUT

The challenge:

Following strong omnichannel growth throughout the Covid-affected years, CEF’s new challenge was to drive incremental ecommerce growth to their bottom line​, expand into new categories​ and take share from competitors in an increasingly crowded market.

The solution:

With competitors like B&Q, Screwfix, and Amazon spending substantially more on through-the-line marketing, increased CPCs across the board, and higher competitor aggression, we required a sharp focus on profitability.

A shift from Return on Ad Spend (ROAS) to POAS allowed us to refine bidding strategies and budget allocation intelligently. Armed with insights into profitable growth, we elevated CEF's sales performance to unprecedented heights.​

Price competitiveness was a barrier across specific tool sets, which were categories that CEF wanted to target aggressively, so we lowered pricing to test performance (whilst actively not wanting to be the cheapest in the market). ​

We joined up CRO activity, a supplementary product feed, sale price attributes, and specific audience targeting to drive sales volume over the campaign period.

The results:

- 21% increase in CTR on Google and 65% growth from Bing
- 46% revenue increase YoY