Mitcham Builders Merchants are a family run business spanning over 20 years. They are the biggest independent Builders Merchants in the South London region. MBM has one of the largest and most diverse fleets of vehicles that provide an efficient delivery service for their customers. With years of experience in the timber and building material industry, they provide an extensive range of high quality materials for the trade and public at very competitive rates.
Objective
MBM feared that with the strict COVID19 lock downs that their business may suffer and draw to a halt. However they identified a golden opportunity. With B&Q closing its branches for the foreseeable future, and the lock-downs not extending to those that can not work from home, there was a big opportunity for a bold independent supplier to fill in the demand from builders and people needing materials for their at home projects.
Solution
As it became apparent that DIY home improvement was a major COVID19 trend, MSM brainstormed and decided to widen their business offering to service B2C customers for the first time. This meant that we needed to re-strategise our Google ads campaign, to ensure that MSM were findable to a much wider audience on Google than was ever desirable before. Budgets had to be spent wisely. We made sure that MSM were appearing dominantly in searches that we had previously discounted as they yield a lower average order value (AOV) than B2B orders do. We rapidly re-optimised the campaign to favour volume.
Results
- £1 million pound of revenue in the last 30 days
- 172 conversions in the last 7 days
- +16% Conversion rate
- Cost per conversion only £2.55
- Off the scale ROAS