A full-funnel performance marketing strategy across Google Search, Shopping, and Meta catalogue campaigns — built around buying intent, product-level bidding, and a structured remarketing system that turned browsers into buyers.
6x
ROAS achieved (1:6)
75%
Google — Search, Shopping & Remarketing
25%
Meta — Catalogue, Shopping & Remarketing
£6
Revenue generated per £1 spent
Client overview
About Specialist Mats
One of the UK's leading online mat specialists with 20+ years of trading experience and over 100,000 orders shipped. The business sells a diverse catalogue — door mats, entrance systems, anti-fatigue mats, logo mats, gym mats, industrial flooring — to both B2C and B2B buyers across the UK, US, and Europe. Notable customers include Amazon, Arsenal FC, Oxford University, DHL, and Bacardi. Rated 4.8 on Google Reviews.
The brief
Build and manage a full-funnel paid performance marketing system across Google and Meta — structured to drive efficient revenue at scale across a large, varied product catalogue. The primary objective was to achieve a strong, consistent ROAS while maintaining budget efficiency across both platforms. No brand awareness spend — every pound allocated to revenue-generating campaigns.
Specialist Mats operates in a product category with high purchase intent — buyers searching for specific mat types are typically close to a decision. The challenge is standing out in a competitive field of UK mat suppliers while efficiently covering a catalogue spanning hundreds of SKUs across widely different price points, from £27 gym tile systems to £690+ roofing mats.
Platform strategy — channel split
Google Ads — 75% of budget
75%
Primary revenue driver — intent-based search and product shopping campaigns
The 75/25 split reflects the nature of the business: mat buyers are primarily intent-driven — they search when they need a product. Google captures this active demand. Meta plays the role of visual discovery and remarketing — re-engaging visitors who browsed products but didn't purchase, and reaching lookalike audiences based on existing buyers.
Challenges I was brought in to solve
Large, varied product catalogue
Hundreds of SKUs spanning wildly different categories, price points (£27–£690+), and buyer types — domestic consumers and large commercial operators. A generic campaign structure would waste budget on low-value queries.
Inefficient spend on low-intent traffic
Ad spend was not structured around margin and intent. High-volume, low-conversion keyword categories were consuming budget that should have been concentrated on commercial buyers and high-value product categories.
No structured remarketing system
Visitors who browsed high-value product pages (entrance systems, logo mats, industrial mats) and left without purchasing were not being systematically re-engaged — a significant lost revenue opportunity on considered, high-ticket purchases.
Meta not connected to product catalogue
Meta campaigns were not leveraging the product feed for dynamic catalogue ads — meaning the platform couldn't show users the specific products they had browsed or similar items, limiting both relevance and ROAS on Meta spend.
Before vs. after
Execution — what I built and how
Phase 1 · Audit & setup
Account audit, tracking, and feed optimisation
I started with a full audit of the existing Google Ads and Meta accounts — identifying wasted spend, missing conversion tracking, and feed quality issues. I implemented enhanced conversion tracking, verified Google Merchant Center product feed health, optimised titles and descriptions for Shopping search match quality, and fixed Meta product catalogue connection. No campaigns launched until tracking was verified end-to-end.
Phase 2 · Google Search campaigns
Intent-segmented search campaign structure
I restructured Google Search campaigns by product category and buyer intent — separating industrial/commercial queries from domestic buyer searches, and high-value categories (entrance systems, logo mats, anti-fatigue) from commodity queries (coir doormats). This allowed budget allocation by category profitability rather than blended spend. A comprehensive negative keyword library was built to eliminate irrelevant traffic from day one.
Phase 3 · Google Shopping
Product-level bidding with margin-aware strategy
Shopping campaigns were restructured using campaign priority tiers — allowing high-margin, high-converting products to receive premium bids while commodity items were bid conservatively. Product feed titles were optimised for commercial search queries (adding specifications, sizes, and materials) to improve Shopping impression share on high-value searches. Custom labels in the product feed segmented items by margin band for smarter automated bidding.
Phase 4 · Remarketing — Google
Segmented remarketing by product category and visitor intent
I built Google Remarketing audiences segmented by: high-value product page visitors (entrance systems, logo mats), cart abandoners, and general site visitors. Each audience received tailored messaging — cart abandoners saw urgency + free delivery reminders, product page visitors saw the specific category they browsed, and general visitors saw bestseller-led brand ads. Bid adjustments applied by audience recency (higher bids for recent visitors).
Phase 5 · Meta catalogue + shopping
Dynamic product catalogue ads and Meta Shopping
I connected the live Specialist Mats product feed to Meta Catalogue, enabling dynamic product ads that automatically show users the exact products they viewed (or similar items) based on browsing behaviour. Meta Shopping campaigns were set up for prospecting — targeting interest-based audiences relevant to home improvement, commercial interiors, and facility management. Creative was kept product-led with clear pricing and free delivery callouts.
Phase 6 · Meta remarketing
Catalogue retargeting and lookalike audiences
Meta's dynamic catalogue retargeting showed users specific products they had viewed on the Specialist Mats site — dramatically improving ad relevance and conversion rate vs. generic creative. Lookalike audiences were built from purchaser data to expand prospecting reach to new buyers who matched the profile of existing customers. Separate audiences for B2B buyers (commercial/industrial mat categories) and B2C buyers.
Phase 7 · Ongoing optimisation
Weekly performance management and budget reallocation
Weekly reviews of campaign ROAS by category, platform, and campaign type. Budget was reallocated toward the highest-performing product categories and campaign structures. Search term reports reviewed and mined weekly for new negative keywords and positive bid opportunities. Seasonal adjustments made for commercial buying cycles (industrial procurement tends to peak Q1 and Q3).
The headline result
Return on ad spend
6x
For every £1 invested in paid advertising, Specialist Mats generated £6 in revenue — a 1:6 ROAS sustained across the full campaign period, across both Google and Meta.
A 6x ROAS in eCommerce performance marketing is considered strong — typical benchmarks for this product category range from 3–4x. Specialist Mats consistently outperformed the industry average through intent-led campaign architecture and catalogue optimisation.
Performance results
Additional KPIs
6x
Blended ROAS across Google + Meta
75/25
Google vs. Meta budget split
3
Google campaign types: Search, Shopping, Remarketing
3
Meta campaign types: Catalogue, Shopping, Remarketing
20+
Years trading — strong brand trust to support conversion
4.8★
Google Reviews — used in ad extensions to boost CTR
Why this campaign structure delivered 6x ROAS
Shopping campaigns win on product-specific intent
When someone searches "anti-fatigue mat for kitchen" or "coir doormat 90x60cm" — they're ready to buy. Google Shopping puts the product image, price, and brand directly in front of them. With a well-optimised product feed and the right bid strategy, Shopping consistently delivers the highest ROAS of any campaign type for eCommerce.
Catalogue feed quality determines Shopping performance
Most eCommerce businesses underinvest in their product feed. Optimising title structure, descriptions, GTINs, and custom labels to match how buyers actually search is the single highest-leverage improvement in any Shopping campaign. Fixing feed quality directly improves impression share on high-value queries without increasing bid.
Dynamic catalogue retargeting on Meta closes consideration cycles
Mat purchases — especially commercial or custom ones — often involve a consideration phase. A buyer might visit the entrance systems page, compare options, and return days later to purchase. Dynamic catalogue ads on Meta bridge this gap by showing the exact product they viewed (or similar ones) as they scroll through Instagram or Facebook, keeping the brand present throughout the decision window.
Negative keywords are as important as targeting
Without a comprehensive negative keyword strategy, Google Search campaigns haemorrhage spend on irrelevant queries — "door mat DIY", "rubber mat exercise" from fitness audiences, or "mat leave" (maternity leave) searches. Eliminating this noise and concentrating budget on commercial-intent queries dramatically improves campaign efficiency without needing to increase spend.
4.8★ brand reputation amplifies paid performance
Google Seller Ratings and review extensions aren't just trust signals — they directly improve CTR and Quality Score, which lowers CPCs. Specialist Mats' 4.8 Google rating and 100,000+ order history give paid campaigns a significant advantage over competitors with weaker social proof, meaning the same budget goes further.
Client perspective
"The campaign structure I was given finally made sense of our spend. For the first time we could see exactly which product categories were driving revenue and which were eating budget. The Shopping campaigns in particular — once the feed was properly optimised — performed consistently at a level we hadn't seen before. The 6x ROAS has held up over multiple trading periods."
Marketing Team
Specialist Mats — specialistmats.co.uk
Strategic outcomes
6x ROAS sustained across Google and Meta — above industry benchmark
Full-funnel coverage — from cold search intent to remarketing close
Product catalogue connected to Meta for dynamic audience targeting
Shopping feed optimised — higher impression share on commercial queries
Wasted spend eliminated via negative keyword strategy
B2C and B2B intent separated — budget concentrated on high-value buyers
About me
DPilot — Performance Marketing Specialist
I design and manage performance-driven paid marketing systems for eCommerce businesses, B2B companies, and scaling brands. Every campaign is personally executed — strategy, feed optimisation, campaign build, and weekly management. No outsourcing. No account management layers. Just measurable revenue growth.
Want a 6x ROAS for your eCommerce store?
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