In just 12 months, CIRC’s PPC campaigns delivered +73% increase YoY in revenue. Turning big growth ambitions into measurable results.
Cast Iron Radiator Centre one of the UK’s leading suppliers of cast iron radiators, cast iron radiator valves and accessories through their ecommerce home and garden site.
We re-built the account driving significant increase in ROAS, reduced CPA and higher AOV resulting in record business growth. Implementing top to bottom funnel marketing strategy; from discovery to purchase.
CIRC were running PPC ads at significant ad spend with diminishing ROAS over 6 months. High impressions and clicks, conversion, conversion rate and ROAS declining each month
No real clarity on why PPC wasn’t working or delivering as it once was
Requirement was to drive more sales, increase ROAS while reduce rising CPCs and CPA
Cast Iron Radiator Centre testimonial
The impact
Cast Iron Radiator Centre’s PPC campaigns went from underperforming to unstoppable. By combining strategic planning, hands-on execution, and continuous optimisation, we turned Cast Iron Radiator Centre’s PPC campaigns into a growth engine, delivering more visibility, more leads, and more revenue, all while lowering costs. In just 12 months:
+73%
YoY Revenue (Conversion Value) surged
+25%
Conversions (Transactions) rose YoY
-22%
Average CPC dropped YoY
+72%
YoY, CTR (Interaction Rate) climbed, now at 8.16%
+68%
YoY Clicks jumped
+160%
Impressions soared YoY
"Toms got a background in home improvement industry already, which was a really big tick for us, and brought a lot of experience with that"
The challenge
Cast Iron Radiator Centre, a rising name in the home & garden space, had big ambitions: more sales, more leads, and a digital presence that actually pulled its weight. But behind the scenes, things weren’t quite adding up.
They were already investing heavily in PPC. Ads were live. Budgets were flowing. On the surface, things looked busy; strong impressions, healthy click volumes, plenty of activity. But month after month, performance was quietly slipping through the cracks. ROAS was declining. Conversion rates were heading in the wrong direction. CPCs and CPAs were creeping up. And despite the spend, sales weren’t following.
The most frustrating part? There was no clear reason why.
Campaigns were running without a defined strategy, structured optimisation, or a clear view of what was actually driving (or blocking) performance. PPC felt less like a growth engine and more like a black box, money in, uncertainty out.
What Cast Iron Radiator Centre needed wasn’t just someone to “run ads.” They needed a partner who could step in, diagnose what wasn’t working, bring clarity to the chaos, and rebuild PPC into a profitable, scalable channel. Experts who could increase sales, improve ROAS, and rein in rising costs, all while acting as a true extension of their team.
That’s where we came in.
Our strategy
Cast Iron Radiator Centre had big growth objectives, and their PPC needed to match. So we didn’t just tweak a few levers. We took a step back, looked at the full picture, and rebuilt the foundations properly.
Account rebuild & performance reset: Following a discovery stage, the account was rebuilt from the ground up, resulting in a significant uplift in ROAS, reduced CPA, and a higher average order value. The outcome? Record-breaking business growth, powered by Google and Bing Ads that finally pulled their weight.
Goal-driven planning: Campaigns were redesigned with clear commercial intent: drive more sales, increase ROAS, and support long-term growth.
Top-to-bottom funnel marketing: A full-funnel PPC strategy was implemented, from discovery and consideration through to purchase, ensuring Cast Iron Radiator Centre was visible at every stage of the customer journey, not just the final click.
Extension of the team: Managing campaigns day-to-day while sharing insights to keep growth on track.
Continuous optimisation: Relentless testing, learning, and refinement turned data into smarter decisions and bigger wins over time.
The result? A PPC strategy that didn’t just perform, it scaled confidently alongside Cast Iron Radiator Centre’s ambitions.
Our execution
Turning strategy into results meant rolling up our sleeves and getting hands-on.
We rebuilt Cast Iron Radiator Centre’s campaigns from the ground up, focusing on the areas that would drive the most impact: targeting, ad creatives, and bidding strategies. With no in-house PPC expertise, we acted as an extension to the Cast Iron Radiators team, managing the day-to-day while providing clear insights and guidance alongside other external partners.
And then came a big moment: a full website migration.
Rather than hitting pause on growth, we supported CIRC through the migration end-to-end. Ensuring search and shopping campaigns, product feeds, and conversion tracking all transitioned seamlessly. No lost data. No broken tracking. No sudden performance drop-offs. Just continuity, clarity, and confidence at a critical point in their growth journey.
It wasn’t always smooth sailing. Some keywords underperformed. Certain ad formats needed rethinking. But every challenge became an opportunity to learn, optimise, and scale smarter. Through continuous testing and refinement, campaigns gained traction, performance strengthened, and leads began climbing.
Execution wasn’t just about running ads. It was about building a resilient PPC engine, and one that could withstand change, adapt quickly, and grow alongside Cast Iron Radiator Centre’s ambitions. Turning data into action and potential into measurable results with CIRC’s PPC campaigns delivering a 73% increase year on year in revenue, achieving record month after record month.