Overview
This independent retail business had built a loyal local following, but growth had plateaued. Beyond seasonal spikes and repeat customers, there was no reliable way to bring in new business — and no clear sense of what a marketing pound was actually worth to them.
Challange
Enquiries were unpredictable, spiking around holidays and dropping off sharply in quieter months. Previous attempts at advertising had been run in-house without a clear structure, making it impossible to tell which activity — if any — was actually working.
The brief was straightforward but not easy: build a consistent, measurable source of new customer demand, without wasting budget figuring it out through trial and error.
Our Approach
We reviewed prior activity, agreed a realistic cost-per-enquiry target, and identified where budget had previously been wasted.
Google Search campaigns were structured to capture people already looking for what the brand sells, while Meta campaigns were built to reach people earlier, before they were actively searching.
Multiple ad formats and messages were launched simultaneously, so we could see quickly what resonated rather than betting on a single approach.
Budget was shifted toward the best-performing campaigns each month, with underperforming ads paused rather than left to run out of habit.
Result
Instead of demand rising and falling with the seasons, the business now has an active, ongoing channel bringing in new enquiries alongside its existing word-of-mouth base.
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