How We Doubled Conversions While Scaling Spend 143% for a Specialist Steel Door Manufacturer

Case Study

A UK-Based Specialist Steel Door Manufacturer

Manufacturing & Construction Supplies

+46%
ROAS

+135%

Conversions

+255%

Conversion Value

The Challenge

SituationA specialist steel door manufacturer had been running Google Ads for several years with a heavy reliance on search campaigns. While the account generated a respectable 11.47x ROAS and steady conversions, the structure was limiting scale and missing opportunities in the product feed space.
ProblemThe account was overly dependent on brand traffic and a handful of exact match search campaigns. There was no Shopping presence whatsoever, meaning the visual discovery opportunities critical to a product like custom steel doors were completely untapped. Non-brand acquisition was underperforming, and the account had plateaued.
StakesWith significant room for growth in the specialist door market and competitors beginning to dominate Shopping results, the manufacturer risked losing market share and missing out on high-intent customers searching visually for door solutions.

The Results

Metric	Before	After	Change
ROAS	11.47x	16.75x	+46%
Conversions	17,902	42,090	+135%
Conversion Value	£5.55M	£19.71M	+255%
CPA	£27.02	£27.96	+3%
Monthly Spend	£9,024	£21,825	+143%
Click Volume	443,843	1,104,280	+149%

The Approach

RK PPC took over the account with a clear mandate: shift the account structure from search-dominant to Shopping-first, build custom product feeds from scratch, and aggressively scale non-brand acquisition.

Built custom product feeds from the ground up to support a full Shopping and Performance Max rollout across door categories and accessories

Launched Performance Max campaigns for core door products (achieving 15.26x ROAS) and accessories, creating entirely new revenue streams

Restructured non-brand search with granular SKAG and STAG campaigns across fire-rated doors, security doors, and specialist door categories

Introduced broad match + Smart Bidding campaigns to capture new non-brand demand while maintaining exact match SKAGs for core terms

Scaled brand campaigns strategically, improving efficiency from 62.50x to 148.33x ROAS on exact match brand terms

Conversions more than doubled while ROAS improved 46% and CPA held virtually flat despite 143% spend increase

The shift to Shopping-first paid immediate dividends. Performance Max campaigns for doors generated over £5.3M in conversion value at 15.26x ROAS, while regular Shopping campaigns added another £1.6M. Non-brand search campaigns now drive over 9,000 conversions across fire-rated, security, and specialist door categories. The account now generates £19.7M in annual conversion value — nearly 4x the previous baseline.

Custom product feeds unlock entirely new growth channels — Shopping and Performance Max campaigns went from £0 to generating over £6.9M in conversion value

Non-brand expansion doesn't have to hurt efficiency — with proper structure and bidding strategy, you can scale non-brand while maintaining or improving overall ROAS

Granular campaign structures (SKAGs and STAGs) combined with broad match + Smart Bidding create a balanced approach that captures both high-intent and discovery traffic

Brand efficiency improvements can subsidise non-brand investment — scaling brand ROAS from 62x to 148x created the margin to aggressively pursue new customers

RK PPC Marketing

Case Study · A UK-Based Specialist Steel Door Manufacturer · March 2026