How we increased online sales by 284.6% using Google Ads
Colour Clad manufacture and supply roofing sheets to the construction trade and DIYers – a very competitive market. Running their own Google Ads wasn’t generating the return they’d hoped – which is where we came in.
1.Challenge
Colour Clad had set themselves huge turnover targets for the year and were determined to meet them.
The highly competitive nature of the construction supply industry meant the revenue Google Ads could bring Colour Clad was essential – but when they ran the ads themselves, they just didn’t bring in enough return.
Colour Clad’s pain points
- They operate in a very competitive market, where price is almost always the deciding factor for customers.
- Their online sales were a small fraction of their overall turnover – Colour Clad wanted this to increase dramatically.
- Their PPC budget was being wasted; their Google Ads weren’t set up properly and brought very little return, and they were losing out to competitors.
- Colour Clad wanted someone who could take over the ads, sort them out, and manage everything going forward.
2.Approach
Step one was to figure out the best way to spend Colour Clad’s PPC budget for maximum ROI.
Once set up correctly, there was almost an immediate improvement in results. The ads were doing their work, with traffic increasing by 30.2% and the conversion rate by 32.8%. We created a digital dashboard showing live results so Colour Clad could see the performance of the campaigns in action.
Getting the most out of their PPC started with a few key steps
- We spread the budget across Google Search Ads, Google Shopping, and Performance Max for maximum reach and return.
- Ad tracking hadn’t been set up correctly. We fixed this, enabling us to monitor the performance of the ads.
- We restructured Colour Clad’s ads to be highly targeted to specific audiences and geographical areas, removing the ones that produced little return.
- Confusion over delivery was also causing lost sales. Working with them, we restructured their entire delivery offering to make it simple for the user.
3.Results
A phenomenal increase in annual turnover and online sales.
The results of our PPC strategy speak for themselves: Colour Clad had their best ever year in terms of turnover. Online sales increased by a fantastic 284.6%, whilst offline sales also increased. A lot of the phone calls Colour Clad received came through Google Ads – prospective customers saw the ads, then clicked through to the phone number on the website.
In a very competitive market, we achieved a Return On Ad Spend (ROAS) of 420%. This figure doesn’t even take into account the sales they received over the phone from customers clicking the ads.
All in all, a very successful year for Colour Clad’s Google Ads. We’re still working with them on their PPC, and a new website is in the works too going live in early 2026.
The results are in
- +284.6% total sales
- +598.1% online orders
- +32.8% conversion rate
- +30.2% traffic
- 420% return on ad spend (ROAS)
Targeting + strategic budget management = more profits
Colour Clad’s ads were originally set up to show everything to everyone, which was wasting a lot of money. Once audited, we discovered some interesting patterns, including: the time of day people were searching, days of the week that produced the best return, and products that had a higher conversion rate.
By restructuring the campaigns and setting budgets on a per product basis – at different times of the day, different days of the week, and different geographical areas – we were able to:
- Increase click-through rates
- Increase engagement rates on the website
- Generate more sales for Colour Clad’s most important and profitable products
