£5m Turnover Tile Business Lacks A Digital Strategy

In this episode of Grow with Evergreen, we sat down with Jon, the Ecommerce Manager at Hampshire Tile Warehouse. With a £5 million turnover, multiple websites, and physical showrooms, Jon wears many hats. His biggest challenge? Time.

Here’s a breakdown of the conversation and key takeaways:

A Multi-Brand Challenge

Jon manages two eCommerce brands — Tile Fix Direct and London Tile Company — alongside four physical tile showrooms.

• Tile Fix Direct handles trade-friendly ancillary products like grout and adhesive.
• London Tile Company focuses on premium tiles and aspirational design.
• The business also includes the Valverdi indoor-outdoor tile brand.
• Ecommerce makes up roughly a third of the business’s revenue.

Top Marketing Challenges

Jon came to the podcast with three clear issues:

• Time Allocation – Managing eCom and marketing simultaneously.
• Shared Budget – Stretching ad spend across multiple brands.
• Strategy Disparity – Aligning very different product types into one cohesive ecosystem.

The ‘BEARS’ Framework for Clarity

Aaron introduced a new way to understand sales attribution using the BEARS model:

• Brand – Direct searches and brand awareness.
• Email – Retargeting, abandoned cart flows, and promotions.
• Ads – Google, Meta, Pinterest, Bing, and all paid campaigns.
• Referral – Repeat business and word-of-mouth.
• Search – Organic, non-brand Google search.

This framework helped Jon map his current channel performance and highlight where growth should come from.

Paid Media Strategy: Getting Granular

Jon’s Google Ads setup includes:

• Multiple Performance Max campaigns across different brands and showrooms.
• Custom labels based on margin (though some low-margin products have higher conversion intent).
• Retargeting campaigns across Google and Meta.
• An overall ROAS of around 9 for Tile Fix, with room to push further.

Aaron suggested testing a feed-only Performance Max campaign, which strips out creative and forces Google to focus solely on shopping placements — a better fit for high-intent buyers.

Demand Gen, Creative, and What’s Next

The episode also covered:

• Demand Gen Campaigns – A new Google campaign type that mimics Meta’s visual, discovery-first approach.
• Creative Volume – Feeding both Meta and Google with more visual assets to improve targeting.
• Retargeting Health – Ensuring tracking is accurate and campaigns are delivering.

Jon left with plans to explore new creative formats, dive deeper into platform attribution, and push for clearer business objectives to inform strategy.

Final Thoughts

Jon’s story is one many businesses can relate to: doing too much, too quickly, without enough clarity on what success looks like. The message from this episode is clear — start with the end in mind, then work backwards using a structured, commercial framework.

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