CPL is Europes largest supplier of coal and logs, with an annual turnover of c.£200,000,000. Owning brands such as Homefire, they sell directly into supermarkets and garages, as well as acquiring large coal merchants.
Coals2U is their flagship online retailer presence, supplying eco-coal and charcoal across the UK
Coals2u
- 01The challenge
CPL had a semi-successful digital marketing plan but wanted someone to wholly own their Google Ads channel and work with them through their busiest period of the year; winter.
Off the back of a long, heavy winter the previous year, CPL wanted to make sure they saw continued growth and to consolidate their position as the UK's largest retailer.
- 02The solution
I completely revamped their paid advertising, focusing on core products across the search network. The prices on their website are postcode driven, meaning a solution for Google Shopping was difficult.
Our focus was location-based search network targeting, with a focus on powerful brand performance. We coupled this is an extensive display network campaign, utilising various products from Google; pay-for-conversions and target ROAS
- 03The results
- 21% year over year non-branded growth for paid advertising
