Beams: 122% more revenue over 18 months.
Campaign restructuring, creative testing and CRM-connected measurement for a London home renovation business. Return on ad spend increased 53% alongside revenue growth.
- Revenue
- +122%
- Return on ad spend
- +53%
Project details
- Client
- Beams
- Industry
- Home Renovation
- Channels
- Google Ads, Meta Ads and Microsoft Ads
The brief.
Beams connects London homeowners with builders for kitchen, bathroom and full-home renovations. Projects involve a considered purchase and a sales process beyond the initial enquiry.
In June 2024, Beams wanted to increase advertising spend while protecting return on ad spend. Reporting stopped at form submissions, so the team could not readily distinguish enquiries that became signed contracts.
What we changed.
Connected campaign and CRM records
Rebuilt tracking from the ad click to recorded revenue, using campaign tags, CRM integration, Funnel.io and Looker Studio.
Follow the commercial outcome - Campaign
- CRM record
- Recorded revenue
Restructured campaigns and tested creative
Rebuilt the Google campaign structure across Search, Performance Max, YouTube and Demand Gen. Tested new Meta creative weekly across Feed, Stories and Reels.
A clearer campaign structure - Search
- Performance Max
- YouTube & Demand Gen
- Meta creative
Used sales outcomes to guide spend
Returned closed-won data to the platforms and assessed campaigns against signed contracts. A higher enquiry cost was acceptable when the enquiries were more likely to become projects.
Close the feedback loop - Signed contract
- Platform feedback
- Budget decision
The results.
| Measure | Result | Context |
|---|---|---|
| Revenue | +122% | Reported revenue growth over the 18-month engagement. |
| Return on ad spend | +53% | Reported improvement in revenue relative to advertising spend over the same engagement. |
An 18-month project involving campaign, creative and measurement changes. These are overall project results, not the measured effect of any single change. Results from this project are not a forecast for another business.
“Copixel supported us during a critical growth phase. They built a sophisticated full-funnel acquisition engine across Google and Meta - with tracking and CRM integration that let us optimise for real revenue, not vanity metrics. Strategic, deeply analytical, execution-focused - one of the strongest performance marketers I've partnered with.”
More work.
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