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Client case study
Magnet Kitchens
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Project overview
How Marketing Labs grew non-branded Magnet design appointments from Google Ads by 68%
Magnet is one of the UK’s most recognisable kitchen brands, with a long-standing reputation for quality, design, and service.
In March 2025, they partnered with Marketing Labs to improve their Google Ads and SEO performance in challenging market conditions, with the main focus on driving more design appointment conversions while reducing cost-per-acquisition (CPA), ultimately building a more efficient, higher-performing, scalable search strategy.
Together with Magnet, we set clear objectives:
- Increase design appointment conversions
- Improve efficiency and reduce wastage in Google Ads and Microsoft Ads
- Improve audience intent matching
- Test upper-funnel channels to support long-term brand visibility and lead growth
- Establish a scalable framework for ongoing optimisation
Through audit-led insights, structural precision, creative alignment, and full-funnel investment, Marketing Labs delivered a 68% increase in design appointments while reducing CPA by 42%.
Magnet Kitchens
Performance and growth statistics
38%
increase in keywords ranking on page one of Google
2192
more keywords ranking on page one of Google
33%
increase in keywords ranking in position 1-3 in Google
10%
increase in conversions (design appointments)
Paid media growth
42%
improvement in cost per conversion (CPA)
68%
increase in conversions (design appointments)
The challenge
Before we began, Magnet had strong foundations and significant investment behind its SEO and PPC activity. However, our audit identified areas where efficiency and precision could be improved:
- In Google Ads, the campaign structure had grown complex over time, with overlapping keywords and inefficient targeting, leading to increased waste.
- Brand vs non-brand performance showed heavy reliance on brand searches for design appointment conversions, while non-brand campaigns weren’t scaling as effectively.
- Conversion-tracking discrepancies across platforms made CPA reporting inconsistent.
- Landing pages weren’t always well aligned with audience intent, reducing conversion potential.
- Funnel coverage focused mainly on last-click conversions, leaving awareness and research-stage opportunities underutilised.
The goal was to keep what was working while elevating the structure, targeting, and measurement to unlock significantly higher conversion volumes at a lower cost.
The solution
PPC Audit & Insights
We analysed performance across brand, non-brand, competitor, and product campaigns. Key findings included:
- £350k+ of non-converting ad spend highlighted opportunities for budget reallocation.
- Non-brand campaigns saw 28% fewer design appointment conversions YoY despite higher spend, showing room for efficiency gains.
- GEO analysis revealed high-performing regions where budget could be concentrated, and lower-performing areas where spending could be reduced.
These insights gave us a roadmap for structural precision and budget efficiency.
Account Restructuring for Precision & Scale
We rebuilt the account architecture around the funnel stage, audience intent, and campaign theme:
- Granular campaign segmentation by Brand, Non-Brand, Competitor, Generic Search, Kitchen Types, and Showroom Intent.
- Tightly themed ad groups (5–10 keywords per group) for better ad copy alignment and Quality Scores.
- Negative keyword strategy to eliminate overlap and control irrelevant spend.
- Dedicated landing pages for each kitchen type (e.g., shaker, modern, handleless), improving intent matching and conversion rates.
- Competitor campaigns with tailored USPs and pricing pages to address competitive search terms directly.
This new structure gave us granular budget control, clear performance visibility, and a platform for rapid testing and optimisation.
Full-Funnel Media Strategy
To future-proof performance, we expanded beyond last-click PPC into upper and mid-funnel channels:
- YouTube Ads targeting research-stage audiences with aspirational content.
- Podcasts & Audio (e.g., Spotify, Acast) for high-frequency brand reinforcement.
This integrated approach ensured awareness activity supported direct-response campaigns, increasing assisted conversions and brand searches.
Measurement & Iteration
We unified design appointment conversion tracking across GA4, Ads, and Floodlight, eliminating discrepancies and enabling:
- Weekly performance dashboards for rapid decision-making.
- A/B testing of creatives, CTAs, and landing pages.
- GEO benchmarking to track regional conversion rate improvements.
We’re all about doing our bit for the environment, which is why we are proud to be partnered with Ecologi. By planting trees and supporting climate projects around the world, we are helping to fund solutions to the climate crisis.
We also aim to become a fully accredited carbon-neutral agency by the end of 2023.
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