A coordinated Google Ads and Meta programme that grew monthly lead volume across three multi-region showrooms, while bringing cost per lead down sharply.
Designer Kitchen Direct is a premium kitchen retailer with showrooms in Sheffield, Harrogate and Staffordshire. The brief was straightforward to state and harder to deliver: generate a consistent, cost-efficient flow of high-intent enquiries into each showroom, for a considered, high-value purchase with a long decision cycle.
We built a paid programme across Google Ads and Meta that treated the two channels as one demand engine, capturing in-market searchers while building new demand through social. Within a single quarter, monthly lead volume more than tripled and the cost of acquiring each lead fell sharply.
With showrooms in distinct areas, every pound needed to work locally rather than chase volume in the wrong postcodes.
Paid social launched from scratch, with no proven creative and no remarketing audience in place.
A new kitchen is researched over weeks, so the programme had to capture ready-to-act searchers and nurture earlier-stage interest at the same time.
We rebuilt the search programme around localised, showroom-level targeting rather than broad national terms. Once conversion volume was sufficient, we moved the localised campaign to an automated bid strategy and introduced phrase match keywords to widen reach while holding intent. Every search term was reviewed, with competitor and irrelevant queries excluded at the stem, proactively catching variants with the same intent before they spent.
We launched with eight distinct creative angles, two concepts each, then let performance decide. The operating rhythm was relentless: pause high cost-per-lead ads, introduce fresh creative continuously, and concentrate spend behind video and carousel formats, which consistently outperformed static images for this product. We also cut wasted budget by switching off spend to placements that were not producing leads.
Once the pixel had built a large enough audience, we launched remarketing to re-engage warm interest, starting with a small share of the prospecting budget and scaling as it proved out.
Page improvements ran alongside the media work, tightening the path from click to enquiry across both channels, so a better page made every click work harder.
Total monthly leads grew from 25 to 110, while cost per lead fell from around £155 to £59, a 62% reduction, even as volume more than tripled.
Meta prospecting was the standout. Monthly leads rose from 15 to 88, while cost per lead fell from £122 to £51, a 58% reduction. On Google, non-brand cost per lead almost halved as the localised structure and automated bidding took hold. The following month softened on normal seasonal demand, yet the account still delivered 85 leads, well over triple where it began. Sustained performance through a quieter period, rather than a one-off spike, is the clearest sign the structure is working.
| Month | Leads | Spend | CPL |
|---|---|---|---|
| February | 25 | £3,866 | £155 |
| March PEAK | 110 | £6,524 | £59 |
| April | 85 | £6,742 | £79 |
"We've got one designer who's going to do a quarter of a million turnover this month, which is insane. £100K is normally good, so this is like breaking all records."
We run Google Ads and Meta as a single, accountable system, built around your real commercial goals rather than channel vanity metrics. If you want a paid programme that grows enquiries and brings your cost per lead down at the same time, let's talk.
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