UK Tiles

UK Tiles, a specialist in indoor and outdoor tiles, operates in a highly competitive and trend-driven market. Previous agency partnerships had failed to make PPC profitable; campaigns were over-indexed on low-value sample requests and lacked alignment with commercial priorities. The brand needed PPC to become a predictable, margin-positive acquisition channel.
The brief: prove the channel could deliver sustainable customer growth on a constrained budget, while accounting for seasonality and volatile demand trends.

Door4 applied a test-and-scale strategy with commercial discipline at the core. We started by stripping back legacy campaign structures and rebuilding from the ground up, ensuring every decision was rooted in customer intent and business margin. High-intent keywords were prioritised, with SKUs selected for profitability rather than volume.
Audience segmentation was critical: we excluded low-value sample seekers that had previously drained spend, instead refining targeting around customers ready to transact. We then mapped campaigns against seasonal buying habits, such as the grey marble trend and DIY holiday peaks, to capture market demand at the right moments.
Alongside the paid media strategy, we carried out a UX audit to address known friction points in the checkout process. By clarifying delivery times and improving trust signals, we ensured that the traffic generated by PPC would convert efficiently. This integrated approach meant every pound invested could be tied directly to commercial return.

Segmentation: Distinct targeting for high-intent buyers vs. sample-seekers.

Keyword strategy: Focused on profitable products with phased expansion once KPIs were achieved.

Seasonal response: Dynamic allocation of spend around trending products and bank holiday peaks.

UX optimisation: Clarified delivery times, improving user confidence and checkout completions.

Collaboration: Regular review sessions with UK Tiles ensured campaigns reflected live stock, priorities, and market conditions.

The programme was designed to prove that PPC could consistently deliver margin-positive returns, even under budget constraints.
A sustained ROAS of 600% was set as the benchmark for success, alongside the goal of building a scalable, data-led framework that could support predictable acquisition growth in the long term. Success was not just measured in financial uplift, but also in creating confidence for the client that PPC could be trusted as a primary growth channel. Equally important was establishing the discipline to scale spend only once profitability had been proven, removing the risk of wasted budget and setting a repeatable process for future campaigns.

PPC is now UK Tiles’ most profitable acquisition channel. Average ROAS increased from 400% to a sustained 600% across four consecutive months, with additional budget safely scaled once targets were achieved. UX improvements, such as clarifying delivery information, delivered a 2% lift in checkout conversion rates.

Crucially, PPC has shifted from a low-confidence investment into the business’s leading driver of customer growth, outperforming all previous marketing activity and establishing a disciplined, data-led approach that positions the brand for ongoing expansion.

These results demonstrate the power of precision in paid media: targeting the right customers, aligning spend to seasonal trends, and refining the user journey drives measurable, repeatable returns. Door4 partners with brands ready to turn digital channels into scalable growth engines, proving that with the right strategy and execution, PPC can consistently deliver margin-positive growth.