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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