homehubgroup.co.uk

Home Hub Group is a UK-based specialist supplier and installer of windows, doors, and rooflights, operating from established showrooms in Bracknell and Epping. With over 20 years of trading history and a strong reputation for customer service, the business had reached a point where digital advertising performance had plateaued.

Google Ads was generating enquiries, but results were increasingly inefficient. Lead volume existed, yet lead quality was inconsistent, and—critically—there was no reliable connection between advertising activity and actual sales revenue. Longer sales cycles further obscured performance, making it difficult to determine which keywords, campaigns, or audiences were truly profitable.

The core challenges were clear:

• Leads were being generated, but sales outcomes were not visible within Google Ads

• Campaign optimisation was limited to surface-level metrics such as form fills and CPL

• Cost per sale was increasing, restricting profitable scale

• Existing campaign structures were not fully aligned with high-intent product searches

Home Hub Group required a tracking-first, revenue-led Google Ads strategy that would improve lead quality, reduce CPA, and enable confident scaling based on real commercial outcomes.

SOLUTION

One PPC implemented a CRM-integrated Google Ads framework, combining account restructuring, advanced conversion tracking, and AI-led optimisation using HubSpot CRM as the single source of truth.

The strategy was designed to shift optimisation away from lead volume alone and towards actual customer value and revenue contribution.

CRM Integration & Offline Conversion Tracking

• Integrated HubSpot with Google Ads to sync:
  

  • Lifecycle stage progression

  • Qualified lead status

  • Closed-won deals and revenue values

• Enabled Google’s AI to optimise bids based on offline conversions, not just form submissions.

• Established weighted conversion logic:

  • 1 point: online enquiry

  • 2 points: qualified lead

  • 3 points: converted customer

This allowed campaigns to prioritise traffic most likely to convert into revenue.

Google Ads Account Audit & Restructure

• Conducted a full audit and rebuilt campaigns around core product lines, including:

  • Bifold doors

  • Sliding doors

  • Windows

• Removed redundant keywords and poor-performing search terms.

• Introduced tighter match types and intent-led keyword groupings to improve relevance and reduce CPC.
  

Keyword Expansion & Intent Alignment

• Expanded into long-tail and product-specific search terms to capture high-intent demand.

• Refined keyword segmentation to align ad copy directly with user intent and product interest.
  

Bidding Strategy Optimisation

• Tested manual bidding against automated strategies, including:

  • Target CPA

  • Target ROAS

• Gradually shifted budget towards the most efficient bidding models as CRM data matured.
  

Landing Page & Conversion Rate Optimisation

• Ran A/B tests across key landing pages to:

  • Improve conversion rates

  • Increase average order value

• Ensured landing page messaging aligned with ad intent and showroom offerings.
  

Multi-Channel Campaign Execution

• Google Search: High-intent, product-led campaigns using tightly themed ad groups and tailored copy.

• Brand Campaigns: Optimised to achieve the lowest possible CPC while maximising conversion volume.

• Microsoft Ads (Bing): Replicated top-performing Google campaigns to capture incremental demand in a lower-competition environment.

• Google Display Network: Deployed remarketing, in-market, and similar audiences to support awareness, consideration, and re-engagement.
  

IMPACT

The introduction of CRM-integrated conversion tracking and a restructured Google Ads strategy delivered measurable improvements across efficiency, lead quality, and revenue attribution.

Key outcomes included:

• £100,000+ in monthly sales attributed to paid media

• 46% reduction in CPC

• Over 40% reduction in cost per lead

• 4.2% conversion rate

• 275% increase in CTR, driven by improved relevance and messaging

• 30% uplift in lead-to-sale conversion quality
  

Strategically, Home Hub Group gained:

• Full ROI visibility, with revenue and sales stages tied directly back into Google Ads

• Confidence to increase ad spend by 200% while maintaining profitability

• Improved campaign decision-making based on real customer value, not vanity metrics

• A scalable acquisition framework aligned with both short-term lead generation and long-term revenue growth

By shifting to a CRM-first advertising model, Home Hub Group moved from stagnant performance to a data-driven growth strategy—unlocking scale, efficiency, and transparency across their digital acquisition channels.