Flooring Warehouse PPC

Foundation and Data Collection

Keyword and demand insights were expanded using performance data to analyse how real users interacted with ads and navigated their purchase journey. This approach focused on identifying genuine, in-market search behaviour to inform strategic decision-making and account design.

Through this analysis, clear intent-based themes emerged, reflecting how users move through different stages of consideration and purchase. These included variations in product exploration, brand familiarity, price sensitivity, location-driven intent, and comparison behaviour. Together, these patterns provided a clearer understanding of how users naturally search within the category and how intent evolves over time.

These insights were then used to guide the overall account and campaign architecture. The structure was designed to align closely with observed user intent, ensuring that different demand types were addressed in a controlled and measurable way. Campaign segmentation reflected distinct intent groups rather than a one-size-fits-all approach, allowing for more precise targeting and performance management across the funnel.

At a granular level, this structure was reinforced by aligning targeting, messaging, and landing destinations with the dominant intent signals identified in the data. This ensured stronger relevance between user intent, ad delivery, and on-site experience, while maintaining flexibility for ongoing optimisation.

Through grounding the account structure in real user behaviour rather than assumptions, the strategy improved relevance, reporting clarity, and performance control. This approach enabled more effective optimisation over time while ensuring that product categories and intent types were aligned with how users actively search, evaluate, and convert within the category.

Capturing Demand and Nurturing Interest

To support the objective of increasing in-store foot traffic, a dedicated Performance Max Store Goals campaign was implemented. This campaign was designed to prioritise high-intent local actions, including directions, calls, and other store engagement signals. These actions are strong proxies for in-store visits, reinforcing the role of the Store Goals campaign in driving qualified foot traffic to Flooring Warehouse locations.

Expansion and Refinement

The Performance Max Campaign was deployed to generate broader awareness, provide additional touchpoints, and support conversion activity from search campaigns. These campaigns allowed the brand to reach high-intent audiences efficiently and with lower reliance on competitive keyword bidding.

Optimisation and Scaling

With sufficient performance data, campaign budgets, bidding strategies, and targeting were refined to maximise cost-efficient conversions. Negative keyword research, competitor analysis, and monthly reporting informed continuous improvements, leading to stronger ROI and stable month-over-month growth.