Tripling Conversions & Market Share: Square Foot Ceramics’ Google Ads Success Story



Square Foot Ceramics, a reputable tile distributor based in the South East of England, prides itself on providing exceptional service and quality tile products to the interior design, contract, and architectural industries since its establishment in July 2005. With my expertise, I aimed to position them as the leading tile supplier in London, showcasing their extensive range of designer tiles.


My goal was to design and implement a powerful Google Ads campaign for Square Foot Ceramics, highlighting their expertise and attracting customers seeking tile renovations for bathrooms, pools, kitchens, and walkways. The objective was to drive qualified leads, enhance their online visibility, and establish brand authority in the London tile market.


  1. Custom Intent Audiences for Display Network:
    I carefully crafted custom intent audiences based on relevant keywords and interests specific to tile renovation, precisely targeting users actively seeking tile solutions. This precise segmentation allowed me to present ads to the right audience on the Display Network, enhancing campaign performance.
  2. YouTube TrueView In-Stream Ads:
    Leveraging the power of YouTube’s TrueView In-Stream format, I designed captivating video ads showcasing visually appealing tile designs. These strategically placed ads appeared before or during users’ chosen videos, effectively capturing their attention and encouraging further exploration of Square Foot Ceramics’ offerings.
  3. Ad Customizers for Real-Time Updates:
    Utilising dynamic ad customisers, I created a sense of urgency by updating ad content in real-time as part of the Google Ads campaign for Square Foot Ceramics, I implemented Responsive Search Ads (RSA) enriched with Dynamic Keyword Insertion (DKI) to enhance ad relevancy and increase click-through rates (CTR). RSAs allowed for multiple headlines and ad combinations, while DKI dynamically inserted relevant keywords into the ad text based on the users’ search queries. Exclusive deals, limited-time offers, and special pricing were showcased, compelling potential customers to take immediate action, resulting in higher conversion rates.


  1. Increased Click-Through Rates (CTR):
    Custom intent audiences and engaging YouTube video ads contributed to a significant increase in click-through rates, effectively engaging users interested in tile renovation projects.
  2. Improved Conversion Rate:
    Through real-time ad customizers highlighting exclusive deals and limited-time offers, the strategy led to a higher conversion rate, resulting in increased sales and inquiries.
  3. Expanded Local Reach:
    Precision in implementing geo-targeted search campaigns maximised Square Foot Ceramics’ ad visibility within the London market, reaching the right audience at the right time.
  4. Established Brand Authority:
    Targeted campaigns and captivating video ads solidified Square Foot Ceramics’ position as the leading tile supplier in London, gaining the trust of customers and industry professionals.

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Welcome to Ads for Breakfast - my online portfolio featuring my Google Ads know-how! Check out the case studies and insights into some of the successful campaigns I've created for clients around the world. If you want to find out how Google Ads can make a real difference for your business, I'd love to hear from you.