PPC for Bathroom Installation
AJT Showers
- March 26, 2025
The Brand
AJT Showers Ltd is a family-run business based in Littlehampton, West Sussex, specialising in accessible bathrooms and wet rooms. With over 30 years of experience, they provide safe, stylish, and practical solutions for individuals with mobility needs. Their services include bespoke installations, walk-in showers, wet rooms, and full bathroom adaptations, ensuring comfort, independence, and accessibility with expert craftsmanship and high-quality products.
The Brief
AJT Showers approached us for help with their Google Ads campaigns, which were being managed by another agency. They had no visibility into performance, couldn’t tell what was working, and lacked insights into how their budget was being spent. However, they strongly believed PPC was a key growth channel for their business and wanted to optimise their Google Ads strategy while exploring new opportunities.
Objectives
- Gain full transparency and control over their Google Ads performance.
- Optimise campaigns to increase high-quality enquiries (calls and enquiry forms).
- Focus on local leads to minimise long-distance travel for the team.
- Increase brand awareness & visibility within a busy competitor market.
- Test Meta Ads and remarketing to expand their digital marketing strategy.
Our Strategy
When AJT Showers came to us, their Google Ads campaigns lacked structure, transparency, and a clear focus on results. Our first step was to conduct a full PPC audit of their existing campaigns, identifying inefficiencies, wasted spend, and untapped opportunities. This allowed us to pinpoint areas where performance could be improved while ensuring we aligned our approach with AJT Showers’ goals.
Based on our findings, we implemented a well-structured Google Ads account, prioritising high-intent traffic and conversion-driven campaigns. We refined brand, keyword, and competitor-focused campaigns, ensuring that AJT Showers dominated relevant search terms. A key priority was local targeting, which reduced wasted spend on out-of-area clicks and ensured that leads were coming from locations within their serviceable area.
To enhance tracking accuracy and attribution, we implemented trustworthy conversion tracking to measure high-value actions such as form submissions, phone calls, and email inquiries. This provided real-time insights into campaign performance, allowing us to adjust bidding strategies and ad placements for maximum efficiency.
A major turning point came when we launched Performance Max campaigns in July 2024. This campaign type allowed us to leverage high-intent audience signals and optimise towards conversions using brand-focused asset groups. Within three months, we saw a 100% increase in conversions, further validating the importance of AI-driven automation in campaign management.
Throughout the engagement, we continued to refine the account, testing different ad copy variations, bid strategies, and targeting adjustments. We also worked closely with the client to review lead quality, ensuring that their team received qualified inquiries that translated into real business opportunities.
The Results
- With increased brand awareness, brand clicks increased by 160% in the first four months and by 264% within the first year.
- Click-through rate (CTR) improved by 32% in 2025, with Performance Max CTR increasing by 42%.
- Over the past six months:
- Leads increased by 79% while CPA decreased below £100.
- Budget increased by 62%, yet cost efficiency was maintained.
- Search Impression Share (SIS) improved by 38%, helping the client gain visibility in a highly competitive market.
- Generic Search campaigns now hold a 45% SIS on key industry terms, improving brand positioning.
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Ongoing Strategy & Next Steps
With strong initial results achieved, we are now focusing on sustaining and scaling AJT Showers’ growth while improving cost efficiency. Our data-driven approach ensures that every pound spent on advertising delivers the highest possible return, and we continue to fine-tune our strategy accordingly.
One of our key next steps is budget optimisation – by adjusting bid strategies and prioritising high-converting keywords, we aim to increase Search Impression Share (SIS) for the most valuable search terms. This will solidify AJT Showers’ position within the industry while ensuring their budget is allocated to the most effective areas.
Additionally, we plan to expand location targeting strategically, allowing the brand to reach a wider audience without compromising lead quality. By carefully testing and analysing data from different regions, we can ensure that any expansion efforts result in stronger brand awareness and higher conversion rates.
Another major focus is enhancing AJT Showers’ showroom visibility. With many potential customers preferring to see products in person before making a decision, we are working on localised ad campaigns to drive more foot traffic to their showroom. This will be combined with remarketing efforts to re-engage potential customers who have shown interest but haven’t yet converted.
Lastly, we are continuously exploring UX enhancements and new service offerings that will differentiate AJT Showers from competitors. This includes improving website experience, testing different ad creatives, and leveraging customer feedback to refine messaging and unique selling points (USPs). By taking a holistic approach, we aim to ensure AJT Showers remains a market leader in accessible bathroom solutions while maximising their digital marketing potential.
