CP Hart

C.P. Hart is a luxury bathroom company based in South England. Founded in 1937, the company has built a reputation for high-quality, stylish, and innovative bathroom solutions, featuring products from some of the world’s leading designers and manufacturers. C.P. Hart offers a wide range of bathroom fixtures and fittings, including baths, showers, basins, taps, and toilets, as well as tiles and accessories.

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the challenge

The primary goal for CP Hart was to drive increased revenue (ROAS) and generate more leads. To achieve this, we focused on the continuous refinement of audiences, campaigns, and feed optimisation, which allowed us to significantly increase both revenue and leads year-on-year. As part of this process, we dedicated resources to refining the product feed, which was crucial for the success of the campaign.

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One of the major challenges we faced was the extensive feed switch and optimisation, a task of considerable scale and complexity. Given the importance of the product feed in driving Shopping placements, any errors or disruptions during the switch could have had severe consequences, potentially causing shopping placements to be disapproved or disappear entirely, which would directly affect visibility and sales. To address these risks, we worked closely as a team, executing a thorough and well-coordinated strategy to ensure a smooth transition.

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We implemented rigorous checks to prevent product data loss and ensured that the feed remained live throughout the process, avoiding any downtime that could impact performance. Additionally, we leveraged the expertise of Shoptimised to implement key missing attributes, such as colour, size, and material, to ensure the feed was fully optimised and compliant with platform requirements. This collaboration proved to be a significant internal win, ultimately contributing to the success of the campaign and driving better performance for CP Hart.

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our solution

Step 1: Developed a 6-Month PPC Roadmap

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We created a detailed, six-month PPC roadmap to guide our strategy for boosting conversions and revenue. This roadmap outlined all campaign activities and external actions necessary for success, focusing on key areas: account, sale activity, testing, creative, and audience targeting.

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‍Step 2: Focused on Feed Optimisation

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With C.P. Hart’s extensive product range, optimising the feed became a priority to improve data quality and support targeted ad placements. 

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‍Step 3: Streamlined Search Campaigns with PMAX Integration

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We consolidated search campaigns alongside Performance Max (PMAX) for optimal performance, using supplemental feeds to segment and target products more precisely. This segmentation enabled us to fine-tune targeting and allocate budgets more effectively for each product group.

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‍Step 4: Enhanced Creative Strategy for Ongoing and Seasonal Campaigns

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In the creative aspect, we leverage our proven BAU (business-as-usual) creative strategies, which have performed well on Google Ads and Meta. Alongside these, we incorporate seasonal or sale-focused creatives, which are introduced ahead of each sale period. We take a rigorous approach to sale and peak season activities, ensuring we’re well-prepared and positioned for success by being proactive rather than reactive.

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