Unlocking eCommerce Growth for Tile.co.uk

Following the acquisition, Tile.co.uk required a significant improvement in digital performance. The product range was strong, but results were inconsistent, and the channel mix was unbalanced. Meta had been heavily invested with limited returns, while high-intent search demand was underleveraged.

The objectives were to grow sales and revenue without sacrificing efficiency, rebuild organic visibility for long-term resilience, and create a performance model that the new leadership could scale with confidence.

They needed:

• A rebalanced channel strategy that prioritised efficient, intent-led growth
• Paid Search rebuilt around product and category demand
• SEO foundations improved to lift qualified organic traffic
• Transparent reporting to show where growth was coming from, so opportunities could be seized in real time

Tile.co.uk needed a channel reset that went beyond shifting budget, including rebuilding Paid Search from the ground up, strengthening SEO, and creating a sustainable acquisition model. We focused on improving efficiency, broadening product visibility, and driving high-quality customer acquisition.

Key elements of our approach included:

• Account audit and restructuring: We reviewed historical Google activity and rebuilt campaigns with greater granularity, providing us with more control and visibility across product ranges and keyword groups.
• Feed optimisation: Product feeds were rewritten and aligned with Google’s best practice, ensuring SKUs surfaced correctly and gained stronger visibility in Shopping results.
• Audience segmentation: We created distinct campaigns for trade and retail, using tailored products, keyword strategies, overlays and messaging to match the needs of each audience.
• Sample-led acquisition: We placed greater emphasis on driving initial sample orders as a route to conversion, then nurtured these users with retargeting strategies to encourage full purchases. We identified tile samples with the highest propensity to lead to sales and scaled these quickly.
• SKU expansion: Campaign structures were widened to include under-supported SKUs, not just bestsellers, unlocking incremental revenue from a broader product mix.
• Performance Max testing: Multiple campaign formats were tested, with Shopping-focused asset groups performing best in specific categories. This reduced wasted upper-funnel spend and improved efficiency.
• Tactical Search campaigns: Informational queries were targeted with tailored search activity to drive cheaper, relevant traffic into the funnel.
• Demand Gen campaigns: Used to build reach with relevant audiences and cost-effectively target competitor site visitors, extending visibility beyond core search demand.
• Continuous test-and-learn: A structured programme of beta testing and campaign refinement ensured Tile.co.uk could capture new growth opportunities at pace.