SERVICE 01
Paid Search
Google AdsLIABrand defence
Branded and non-branded Search to capture buyer intent. Local Inventory Ads (LIA) plumbed into stock feeds so shoppers see what their nearest store actually has.
Find out more → Industry · DIY · Multi-store
The full-service agencyBYLT for DIY and home-improvement retailers
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.
In partnership with Marketise Me — Official
01 · Positioning
DIY marketing in 2026 runs on local intent, inventory feeds and basket attribution
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.
Trusted retail & DIY partners
02What we do
Seven services. Run as one programme, or one at a time.
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.
01 / 07
SERVICE 02
Local SEO
GBPLocal packMulti-store
Google Business Profile optimisation across every store, local pack visibility and structured data so each location ranks for its catchment.
Find out more →SERVICE 03
Shopping + Performance Max
Merchant CentrePMaxInventory feed
Merchant Centre feed hygiene, custom-label taxonomies by margin and stock, PMax asset groups by category, Search underneath to defend the cheapest conversions.
Find out more →SERVICE 04
Analytics & Tracking
GA4Server-sideBasket attribution
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 →SERVICE 05
Websites
Multi-storeStock feedSpeed
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 →SERVICE 06
CRO & UX
FunnelStore locatorSpeed
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 →SERVICE 07
Email + Retention
Project flowsReplenishmentKlaviyo
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 →03Retail practice
Three case studies across our DIY and retail practice
9.5x
Blended ROAS
+41%
In-store revenue YoY
-£0.18
Average paid CPC
Delivered in partnership with Marketise Me
Practice-level results delivered in partnership with our agency partner Marketise Me. Anonymised UK case studies represent recent BYLT engagements; specific client names withheld at client request.
See all case studies →04How we work
Four stages. One playbook.
01
Audit
Tracking, paid, organic, GBP, inventory feed and PoS-attribution review across Meta, Google, GA4 and the EPOS.
02
Strategy
Basket-led CAC targets, channel mix per store and category, local SEO architecture and a written creative roadmap.
03
Build
Campaign rebuild, server-side tracking, LIA setup, GBP optimisation, lifecycle email and creative sprint.
04
Scale
Weekly creative refresh, monthly basket-attribution reporting and quarterly strategy reviews.
05Why us
Co-founder-led. Full-service. BYLT for DIY.
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.
Official partner of Marketise Me — Google Premier Partner and Meta Business Partner. The full-service team behind every campaign.
/ 01
Full-stack, not single-channel
Paid, local SEO, lifecycle and measurement run as one programme so bidding learns from real basket value, not platform-reported clicks.
/ 02
Basket-led measurement
Server-side tracking, store-visit conversions and offline imports so every paid pound is judged on the in-store basket it produced.
/ 03
Multi-store ready
Independent stores to multi-site DIY chains. UK and EU. With or without an in-house team.
06 · From the founders
“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.”
07FAQ
What retailers ask us first
Six questions we answer on almost every discovery call.
Q.01Which channels do you lead with for DIY?
Google Search and Shopping for intent. Local Inventory Ads to surface in-store stock. Local SEO for footfall. Lifecycle email for repeat baskets and trade accounts.
Q.02Do you work with our EPOS or PoS system?
Yes. We wire offline conversion imports and store-visit conversions back into Google and Meta so paid clicks connect to in-store baskets.
Q.03Can you handle multi-store local SEO?
Yes. GBP optimisation across every location, local pack tracking per catchment, and structured data so each store ranks for its area.
Q.04How long before we see results?
Tracking and local-SEO foundations take 4 to 8 weeks. Footfall and basket gains follow in the first quarter and compound through months 2 and 3.
Q.05What is the minimum engagement?
DIY retailers spending from £10,000 per month in combined ad spend and fees. Management fee is fixed, not a percentage of media spend.
Q.06Do you work with single stores or only chains?
Both. Single independents through to multi-site chains. The methodology scales, only the playbook depth and budget change.
Book a 30-minuteaudit call.
Tell us about your DIY business. We will show you where basket attribution is leaking and where your full-stack opportunity is largest.
You'll hear back within 2 hours · Edinburgh time