Topps Tiles

Innovative Paid Media Drives 5,465 New Visitors & Higher CTR

Through a results-driven paid media overhaul, I strengthened Topps Tiles’ search presence during a demanding post-pandemic retail period. Using a structured test-and-learn method, campaigns were refined to reduce channel cannibalization, expand audience reach through dynamic search feeds, and lift product visibility with inventory-led tactics. This work produced 5,465 new visitors, more than 1.3M impressions, a 7% rise in CTR, a 3% YoY traffic increase despite stores reopening, stable ROAS, and one-third of all unique visitors in their market.

About Topps Tiles

Topps Tiles is the UK’s leading tile specialist, known for a broad range of products that support both home updates and professional projects. With hundreds of stores across the country and a steadily growing online shop, the brand serves DIY customers and tradespeople alike. The pandemic shifted buying habits fast, pushing even long‑established retailers to strengthen digital channels.

Topps maintained a strong offline presence but needed fresh momentum in paid media to stay ahead in a tightening e-commerce landscape. I worked with them to build a structured, test‑focused paid media plan designed to protect their market position, attract new visitors, and sustain digital growth during a challenging retail transition.

The challenge

When Topps Tiles began working with me, paid media was more crowded than ever, as digital activity surged during the pandemic. Once stores reopened, they needed ecommerce performance to stay strong without leaning too heavily on paid search.

One major hurdle was campaign cannibalization, where paid search overlapped with other channels, resulting in wasted budget. At the same time, shoppers returning to physical stores made it harder to grow online traffic year over year.

Topps set bold targets: attract more unique visitors and capture at least one‑third of all unique searchers by the end of 2021. Hitting these goals required sharp execution and audience testing designed to reach high‑intent users.

All of this had to stay within profitability targets, keeping ROAS stable while competing against big retailers, online‑driven brands, and significant marketplaces. Without making meaningful updates, Topps risked rising costs, inefficiencies, and the loss of its e-commerce share during a pivotal period.

Services Used: Paid Media Strategy, Campaign Innovation, Conversion Optimization

Esteemed digital marketing solutions

I introduced a continuous test-and-learn plan, running one structured test every two months over six months to drive innovation, improve efficiency, and expand audience reach.

Work began with a deep review of potential cannibalization between Topps’ paid media and other channels, using a statistically sound test to clarify overlaps and cut wasted spend. Next, audience reach widened through dynamic search feeds covering broad queries, paired with tailored ad copy that boosted relevance and click performance.

Insights from earlier reports guided inventory-driven campaigns designed to push high-demand products directly into search results, matching user intent with real‑time availability. Every step focused on precise data, audience expansion, and sharp visibility, helping Topps grow without reducing return on ad spend.

Key steps included

A structured testing schedule that kept paid media improvement steady
Broader dynamic search activity to reach wider, high‑intent audiences
Iventory-led campaigns that lifted product visibility within SERPs
Evidence-based tests that reduced channel cannibalization

For Topps Tiles, we put together a robust digital strategy that included:

Innovative, structured test-and-learn schedule
Expanded dynamic search feeds for broader reach
Inventory-driven search targeting
+1.3M impressions gained in under 6 months
5,465 new visitors added to the site
7% CTR growth across tested campaigns
3% YoY traffic growth despite store reopening

STRENGTH IN NUMBERS

Business impact

Through steady testing and refinement, Topps Tiles gained stronger visibility and clear growth in visitor acquisition. The paid media work brought in new audiences, lifted CTR, and increased traffic even as shoppers returned to stores. Profitability stayed on track, and Topps reached 33% market share earlier than planned.

+5.5K

New site visitors delivered through continuous innovation and paid media optimization.

+1.3M

Additional impressions gained between June and September, amplifying brand reach.

33.3%

Unique visitor share secured in the market — exceeding market penetration goals ahead of schedule.