Google Ads, Local Inventory Ads, local SEO, analytics and retention, run as one programme. Campaigns connect every paid click to the in-store basket it actually produced.
DIY shoppers query by job, by tool, by material, by store. Google Search and Local Inventory Ads carry the intent. Local SEO carries the footfall. Most retailers cannot connect a paid click to the in-store basket it produced, and so the bidding is half-blind. The chains that win are the ones who close that loop.
Every service runs standalone, and many clients hire us for a single specialism. Our biggest gains land when we manage the full stack: acquisition, measurement and retention learn from each other. For DIY, paid search and local SEO lead the deck.
Search, Shopping and Performance Max to capture buyer intent, with branded Search defending the cheapest conversions. Local Inventory Ads (LIA) plumbed into stock feeds so shoppers see what their nearest store actually has.
Find out more →Google Business Profile optimisation across every store, local pack visibility and structured data so each location ranks for its catchment.
Find out more →Geo-targeted Meta and TikTok built around the store, the project and the season. Creative refreshed regularly, retargeting tied to store-visit signals to drive footfall and baskets, not vanity reach.
Find out more →Server-side tracking with Conversions API, store-visit conversions and offline import wired in so paid clicks connect to in-store baskets.
Find out more →Multi-store retail websites built around the stock feed and store locator, not a templated theme. Mobile speed and clarity convert browsers into baskets.
Find out more →Funnel, store-locator and PDP experiments based on session recordings and heatmaps. Mobile speed and stock-level clarity tested before any media scaling.
Find out more →Project-based and replenishment lifecycle flows. Repeat baskets and trade accounts carry the highest margin in DIY, most retailers under-build this.
Find out more →Rosi.bg, a furniture and home-improvement retailer, delivered in partnership with our agency partner Marketise Me. Store Visit Conversions are not available in Bulgaria, so we measured the in-store impact through Google Maps directions and offline conversion imports, and grew in-store sales by over 40% in six months.
Read the Rosi.bg case study →Tracking, paid, organic, GBP, inventory feed and PoS-attribution review across Meta, Google, GA4 and the EPOS.
Basket-led CAC targets, channel mix per store and category, local SEO architecture and a written creative roadmap.
Campaign rebuild, server-side tracking, LIA setup, GBP optimisation, lifecycle email and creative sprint.
Weekly creative refresh, monthly basket-attribution reporting and quarterly strategy reviews.
DIY retailers do not need another channel specialist. They need one partner who runs acquisition, local visibility and basket measurement as one system. Every client works with our co-founders directly.
Paid, local SEO, lifecycle and measurement run as one programme so bidding learns from real basket value, not platform-reported clicks.
Server-side tracking, store-visit conversions and offline imports so every paid pound is judged on the in-store basket it produced.
Independent stores to multi-site DIY chains. UK and EU. With or without an in-house team.
“DIY chains that cannot connect a paid click to the in-store basket are bidding half-blind. The basket is the only conversion that pays the rent.”
“Local Inventory Ads and Google Business Profile are the second-largest paid universe for multi-store retail, and the most underinvested by far.”
The questions we answer on almost every discovery call.
It runs the full digital marketing stack for home-improvement, paint, tools, hardware, garden, plumbing and bathroom, and building-materials retailers: paid search and Shopping, Local Inventory Ads, paid social, SEO, local SEO, analytics, email, and CRO. The channel mix is weighted towards local intent and in-store measurement, but the coverage is always full-stack.
DIY intent is hyper-local: most customers live within fifteen miles of the shop and buy when they need the product that day. Baskets also compound across a project rather than settle on a single click. That means LIA, Store Visit Conversions, Offline Conversion Tracking, and trade-versus-consumer segmentation matter more for DIY than for general e-commerce retail.
We configure the Merchant Centre feed to carry weight, dimension, and pack-size attributes properly, segment campaigns by project type, and import EPOS basket revenue via Offline Conversion Tracking. Bidding algorithms then optimise against the full project basket value rather than a single click, which is how building-materials and bathroom-refit sales actually behave.
Local Inventory Ads surface in-shop stock to nearby searchers on Google. Any multi-store retailer with accurate stock data and a Merchant Centre feed can qualify. We audit eligibility, fix stock sync with the Point of Sale, and scale LIA from a pilot store to the full estate. For most multi-store DIY chains, LIA is the single highest-leverage activation we run.
Trade and consumer customers search differently, buy different pack sizes, and value different terms. We segment campaigns, creative, landing pages, and bidding by audience, using account-sign-up data, pack-size queries, and first-party signals. Trade tends to respond to Search and account-acquisition offers; consumer tends to respond to Shopping, PMax, and Meta inspiration.
Yes. A meaningful share of our work is alongside in-house marketing teams at enterprise retailers. We plug in as the specialist paid media, measurement, feed, or LIA partner, or as the external team that extends capacity without adding headcount. Enterprise DIY chains with in-house teams are actively targeted.
We work with brands spending from £10,000 per month in combined ad spend and fees, with no upper limit. Pricing is fixed-fee for the management layer, so agency cost does not grow just because media spend grows. Exact pricing is set after an initial audit call.
Globally. We work with DIY and home-improvement retailers across the UK, EU, North America, and beyond. Our measurement stack, feed expertise, and channel knowledge translate across markets. Client calls run remotely; onsite visits to stores happen when useful.
Tell us about your DIY business. We will show you where basket attribution is leaking and where your full-stack opportunity is largest.
