Scaling Trade and Retail Growth for EYG Home Improvements

With a mature brand and an established presence across the North, EYG’s digital marketing was delivering leads, but not at the efficiency or scale needed to sustain growth.

Paid Search performance had plateaued, and rising CPCs were eating into profitability.

The business faced three core challenges:

1. Retail revenues had stagnated in an increasingly competitive landscape.
   
2. Acquisition costs were rising, driving down marketing efficiency.
   
3. Commercial performance needed a reset and greater alignment between the marketing and sales teams.
   

To reverse the trend, EYG sought an agency that could rebuild Paid Search and Paid Social from the ground up, introduce smarter segmentation, and put robust measurement at the heart of every decision.

Green Ginger Digital designed and implemented a complete overhaul of EYG’s paid media approach to unify activity, initially providing forecasting, then introducing a full-funnel structure, and aligning performance reporting with sales outcomes.

Our key focus areas included:

• Restructuring Paid Search accounts to best practice standards, simplifying campaign structures and ensuring visibility across intent tiers.
• Combining Search, Performance Max and Shopping campaigns to reach customers throughout their purchase journey, from early research to final enquiry.
• Introducing a robust measurement framework, tracking leads, demos, and sales to pinpoint what was truly driving business results, beyond base metrics like clicks or form fills. This gave both EYG and our team visibility into whether growth came from lead volume or from quality improvements, helping us prioritise the tactics that delivered bottom-line impact.
• Targeting higher-value product categories, a long-standing challenge for EYG’s retail side. By testing different targeting combinations and bidding strategies, we successfully increased average order value and revenue from premium ranges.
• Creating bespoke strategies for trade and retail audiences, using keyword intent, behaviour signals, and product focus to distinguish between user types. Each segment received tailored messaging and creative aligned with its motivations: value and efficiency for trade, and design and premium quality for retail.
• Collaborating closely with EYG’s sales teams to ensure full-funnel alignment and turn marketing data into actionable sales insights.

Together, these changes transformed performance visibility, efficiency, and confidence across the business.

The transformation delivered clear and sustained improvement across both retail and trade. Within months, lead quality and conversion improved, retail revenue returned to growth, and acquisition costs dropped significantly.

Most importantly, the work reignited confidence across the organisation, proving that with the proper structure, measurement, and collaboration, digital performance can drive real commercial change in even the most competitive markets.