Client:
Rubba Seal
Rubba Seal has supplied hundreds of thousands of EPDM roofs since the late 1980s, offering specialised long-term flat roofing solutions including DIY kits.
Designed with the competent DIYer in mind, they have sourced a comprehensive range of easy-to-use, great-value products and accessories.
Rubba Seal operates in a competitive landscape alongside established roofing suppliers and large merchants.
The brand needed to scale online revenue efficiently while balancing trade and DIY audiences, managing rising CPCs and improving the efficiency of spend across Google. There was also a need to strengthen data signals and feed structure to ensure campaigns, particularly Performance Max, were fully optimised and aligned with commercial priorities.
Automated bidding strategies were leveraged without sacrificing manual control over key commercial signals.
Using value-based adjustments by location, audience and device to protect efficiency while targeting key segments. First party data was maximised to strengthen audience signals in a cookieless environment, with new customer acquisition values applied to prioritise incremental growth without compromising overall efficiency.
We also optimised Rubba Seal’s paid media by consolidating campaign structures to improve algorithmic learning and reduce budget fragmentation, with continuous A/B testing across the account driving incremental performance improvements.
— Key results
