Head of Marketing at £10m Bathroom Business Needs HELP

In an in-depth discussion with George from Cubicle Systems, we explore the strategic challenges and opportunities facing a £10M washroom supplier business targeting significant growth. The business recently acquired a domestic-focused subsidiary, adding complexity to their growth strategy.

Business overview:

• Main business (Cubicle Systems) generates £10M annual turnover
• Primarily serves commercial/B2B sector
• Recently acquired XIV Furniture (domestic market)
• Currently testing e-commerce capabilities
• Operating across Buckinghamshire and Oxford regions

Current marketing setup:

• Spending £4K monthly on Google Ads
• Achieving 80:1 return on ad spend
• Focus on search ads only
• Limited campaign structure optimisation
• Currently reaching 20% search impression share

Strategic growth recommendations:

For Cubicle Systems:

• Increase Google Ads investment based on proven ROAS
• Implement proper campaign structure separation
• Add Dynamic Search Ads (DSA) with tight parameters
• Focus on commercial/B2B targeting
• Establish clear brand vs. non-brand campaigns

For XIV Furniture:

• Focus on lead generation strengths
• Improve process documentation
• Enhance customer journey mapping
• Build better follow-up systems
• Consider dropping e-commerce plans

Campaign structure improvements:

• Separate broad match keywords into distinct ad groups
• Move proven broad matches to phrase/exact
• Implement DSA for keyword discovery
• Add negative keyword lists
• Focus budget on best-performing campaigns

By focusing on their core strengths and implementing proper campaign structures, both businesses can achieve their growth targets while maintaining profitability and market position.

The path to £15M lies in optimisation and scaling what already works, rather than pursuing risky new ventures like full e-commerce integration.

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