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Building merchant BUILT/ reaches new heights, with Google Ads

Goals
  • Grow brand awareness
  • Increase online sales
  • Generate more high-value leads
Investment
  • Search and Call-only ads
  • Google Shopping ads
  • Display remarketing ads
  • Video ads
Results
  • 1,000+ online orders (467% uplift) and 5,100 phone calls (175.6% uplift) in just six months
  • £150,000+ online sales in six months
  • 34% lower cost per acquisition (CPA)

About the company

2016

BUILT/ entered the construction market

2017

The business launched its first Google Ads campaign

2018

Multi branch rollout planned

About the goals

BUILT/ provides on-demand materials and supplies to the UK’s building sector via its website, branches and app. Operating in such a highly competitive market means the business needs to offer a genuinely different approach—and ensure it’s communicated at scale. For example, customers can order online and select either Instant Click & Collect (taking advantage of the efficient Drive-Thru warehouse, which doesn’t even require customers to get out of their vehicle,) or choose a guaranteed delivery slot for same day or next day delivery. If BUILT/ doesn’t deliver on time, customers get £50 credit.

Other campaign goals included growing online sales and driving more footfall into their branches. As a market newcomer, BUILT/ also had to quickly generate as many high-quality leads as possible, with the ultimate goal of helping the business gain traction and repeat business from new customers.

What is Google Ads?

Google Ads is an advertising service by Google for businesses that want to display ads on Google search results and its advertising network.

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The impact that Google Ads has had for us compared to other marketing channels has been tremendous and has supported our fast-paced, high impact approach.

- Nick Thomas, Managing Director BUILT/

Investment

BUILT/ started with a Google Ads campaign, then scaled it up to a wide range of ad solutions covering the entire sales funnel. This included Shopping, Video, Remarketing and Call-only ads.

step 1

The cornerstone of the company’s digital strategy centered around Search

—making sure tradespeople were directed towards the BUILT/ site and their nearest branch.

step 2

After Search, the business invested in Shopping and Display remarketing ads.

This allowed the team to consolidate its coverage across the web and also re-engage with people who didn’t buy from them first time around. Plus it helped build brand awareness and encourage repeat buys.

step 3

To reach more potential customers at scale, the business used creative and engaging video content.

Alongside this, Call-only campaigns were also run to create valuable leads and connect with customers at just the right moment.

Results

539%

more conversions in just six months.

£150,000+

generated in online sales alone.

34%

lower cost per acquisition (CPA).

By using Google Ads, BUILT/ has achieved its online goals and laid the foundation for future success. Looking ahead, the business hopes to build on this momentum and explore even more ways to reach new customers online.

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