Won Topps Tiles 33% market share with a paid test-and-learn program
Britain's biggest tile retailer needed ecommerce to hold ground as stores reopened. A bi-monthly experiment cadence added 5,465 new visitors and 1.3M impressions.
The UK's number one tile specialist across 300+ stores and ecommerce
Topps Tiles is the UK’s leading tile retailer, serving DIY homeowners and trade professionals through hundreds of stores and a growing online catalog.
Brand strength offline was never in doubt. What the business needed was a paid media program that could keep ecommerce momentum going once the high street reopened.
Defend digital share as stores reopen
Paid channels cannibalizing each other
Search overlapped with other channels, wasting spend on clicks the business would have earned anyway.
Store reopenings pulled traffic offline
Consumer shifts back to physical shopping put YoY ecommerce growth targets at risk.
Marketplaces and rivals crowded search
Big retailers and online-first competitors drove costs up and made every ROAS point harder to hold.
One structured experiment every two months
Structured test-and-learn schedule
One robust experiment every two months. Cannibalization, dynamic search, and inventory-led activity each tested in turn.
Cannibalization control test
A statistically valid hold-out test that quantified channel overlap and reclaimed spend the brand was paying twice for.
Dynamic search feeds
Expanded coverage onto long-tail terms with template-driven copy that stayed brand-consistent at scale.
Inventory-led search targeting
Search visibility tied to live stock so customers only saw products they could actually buy that day.
ROAS-aware budget reallocation
Weekly budget moves that protected profitability while paid expanded into newer audience segments.
Bi-monthly reporting cadence
Every test wrapped with a clear read on incremental impact, so wins compounded and losers were cut fast.
One-third of the market share, target hit ahead of schedule
Headline: 5,465 new visitors, +1.3M impressions, +7% CTR, 33.3% unique share.
New site visitors added over six months through continuous paid media innovation.
Extra impressions gained between June and September, amplifying brand reach at the right moment.
Unique visitor share captured in the market, exceeding penetration goals ahead of schedule.
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