A Digital Advertising Revamp for The Online Lighting Store
The Online Lighting Store is a family-run business dedicated to providing a diverse collection of high-quality modern and smart lighting solutions to homes across the UK and Ireland. With over 25 years of expertise, the lighting specialists are extremely passionate about lighting and provide high-quality products to every customer. They stock the most prestigious brands from Laura Ashley to Dar Lighting. The Online Lighting Store faced challenges with stagnant campaign performance and a declining Return on Ad Spend (ROAS). To navigate these hurdles in a competitive marketplace, they engaged GrowWeb to revamp their digital advertising strategy.
Our approach
GrowWeb conducted a full audit of The Online Lighting Store’s existing digital advertising campaigns. This included historical performance evaluation, in-depth market trend analysis, and a detailed examination of the customer journey. The insights resulted in a strategic campaign restructure. Key components of the new strategy included:
Targeted Geo-Campaigns: Dedicated campaigns were designed to promote top-performing brands, specifically Laura Ashley for the GB and Irish markets. This approach enabled budget control and competitor metric monitoring at brand level.
Enhanced Visibility: To boost visibility, GrowWeb implemented multiple shopping campaigns using a range of Comparative Shopping Services (CSS) Partners. Leveraging both Google Shopping and Cobiro Shopping, this strategy ensured that The Online Lighting Store dominated the SERPs with high-quality, visually captivating imagery.
Smart Bidding Strategies: Google’s advanced bidding strategies were employed, focusing on maximising conversions for lower-margin brands while simultaneously enhancing conversion value for high-margin brands.
36%
increase in overall revenue YoY
36%
increase in overall revenue YoY
25%
increase in ROAS YoY Exceeded growth target by 20%
“I would recommend GrowWeb as a digital advertising agency. The team are extremely friendly, responsive and competent.”
Neil McKnight
MD
The Online Lighting Store
