Scaling a Bespoke Storage Brand with Smart Paid Search.

Despite its high-quality offering and niche appeal, Understairs by Giobella faced challenges in digital acquisition. As a specialised provider, search volumes were limited and ad spend needed careful management to avoid waste. The brand sought to generate more qualified leads through paid search while maintaining a tight rein on budget efficiency.

We implemented a structured paid search strategy, segmenting campaigns by keyword match type to balance precision with discovery. Exact match terms captured high-intent users ready to convert, while broad match campaigns uncovered new opportunities. This approach allowed us to tightly control budget around performance while expanding reach where appropriate.

Audience targeting was refined using detailed demographic and behavioural data to focus on homeowners actively researching home improvement. Automation tools were strategically implemented to support campaign optimisation and ensure cost-efficiency as the account scaled.

The campaign delivered rapid, measurable improvements across every key performance metric.

• +729% increase in conversions: Growing from 7 to 58 in just three months, signalling a sharp rise in qualified lead volume.
• +481% increase in conversion rate: Rising from 1.37% to 7.96%, indicating much stronger audience targeting and landing page performance.
• -94% reduction in CPA: Falling from £208.84 to £11.64, significantly improving cost-efficiency and return on ad spend.

This performance uplift demonstrated the power of strategic targeting and paid media discipline.