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UK Home Crafts sells a broad range of products online, creating significant opportunities to reach customers at different stages of the buying journey.
The challenge was to increase visibility among the right audiences, bring more relevant customers to the website and turn that additional traffic into measurable ecommerce sales.
Google Ads gave us the opportunity to capture customers already searching for relevant products, while paid social allowed UK Home Crafts to reach new audiences earlier in their decision-making process.
Rather than focusing on impressions or traffic alone, we needed a paid media strategy that could increase reach while turning that additional exposure into genuine commercial growth.
We combined Google Ads and Meta advertising to create two complementary routes to purchase, using search to capture existing demand and paid social to introduce UK Home Crafts products to a wider audience.
Our Google Ads strategy focused on increasing UK Home Crafts’ visibility when prospective customers were actively searching for relevant products, while making sure that additional exposure translated into meaningful website traffic.
From 1 July to 13 August 2026, compared with the full Q2 period from 1 April to 30 June, impressions increased by 46.3%, showing a clear rise in the number of potential customers seeing UK Home Crafts through paid search.
Increasing traffic was only valuable if those visitors went on to take commercially important actions, so we continued to optimise the campaigns around conversions and sales rather than clicks alone.
That approach delivered a 36.8% increase in Google Ads conversions, showing that the growth in traffic was translating into more meaningful customer activity.
The strongest commercial result came from conversion value, which had already exceeded the previous quarter despite Q3 still being in progress.
This showed that the account was not simply attracting more traffic. It was generating greater commercial value for UK Home Crafts.
Alongside Google Ads, we used Meta advertising to introduce UK Home Crafts products to customers earlier in the buying journey and create another measurable source of ecommerce sales.
The campaigns generated 289,701 impressions and reached 59,759 accounts, significantly increasing exposure across social platforms.
Crucially, that reach translated into purchases, proving that paid social was contributing directly to ecommerce performance rather than operating purely as an awareness channel.
The strength of the strategy came from giving each channel a clear role.
Google Ads captured people actively searching for relevant products, while Meta increased product discovery and placed UK Home Crafts in front of potential customers earlier in their journey.
Together, the channels created more opportunities for people to discover the brand, visit the website and make a purchase, giving UK Home Crafts a broader ecommerce acquisition strategy rather than relying on a single source of demand.
The combined strategy delivered stronger visibility, traffic, conversions and ecommerce sales across Google Ads and Meta.
By 13 August, despite Q3 still being underway, UK Home Crafts had already generated substantially stronger Google Ads performance than during the whole of Q2, with growth across reach, website traffic, conversions and commercial value.
Meta added another measurable source of sales while significantly expanding the number of potential customers seeing UK Home Crafts products across social platforms.
Together, the two channels created a stronger multi-channel acquisition model, allowing the business to capture existing demand through Google while reaching new audiences and generating additional purchases through Meta.
UK Home Crafts now has multiple routes for reaching and converting prospective customers.
Google Ads captures existing demand, while Meta introduces products to wider audiences and creates additional opportunities to purchase. This gives the business a stronger foundation for continued ecommerce growth without relying on a single advertising channel.
Your customers do not rely on one platform when deciding what to buy, so your paid media strategy should reach them at different points in that journey.
Google Ads can capture people when they actively search, while paid social can introduce your products before that search takes place. Combining the two gives your business more opportunities to turn visibility into traffic, customers and sales.
At Outrank, we combine Google Ads and paid social around commercial performance, helping ecommerce businesses reach more customers and turn paid media investment into measurable growth.
Speak to our team today and find out how we can get more from your paid media.
“We’ve been really pleased with the results Outrank have delivered for UK Home Crafts. We’re only partway through Q3 and we’ve already seen a big increase in visibility, clicks, conversions and sales through Google Ads, with conversion value up by almost 53% compared with Q2.
Alongside that, the social campaigns have helped us reach a much wider audience and generate additional purchases through Meta. The Outrank team are really easy to work with, they understand what we want to achieve and they’re always looking for ways to keep improving performance and growing the business.”