Driving business growth with Google ads

Google Ads (PPC)
Web design & development
Consultancy

Decreasing cost per lead by 97% and delivering 866% ROAS in qualified leads and sales

Craftwood, best known for its premium seating in pubs, hotels, and restaurants across the UK, wanted to reach a new audience: homeowners. With a solid B2B foundation, they approached us to help them grow their residential arm by generating high-quality, qualified leads through a Google Ads campaign.

Craftwood had been spending over £650 per lead with their previous agency — and they had no visibility into who those leads were or whether they were even relevant. It was clear they needed more than just clicks; they needed qualified enquiries they could act on.

We sat down with their team to outline a strategy focused on real outcomes: generating more high-quality leads at a fraction of the cost. Craftwood wanted a partner who cared about the numbers that truly matter — not vanity metrics.

“Their team really understood our goals and delivered not just more leads, but better ones. We’ve cut our cost per lead by 97% and added over £430k to the pipeline in just six months. Unlike previous agencies, Darwin gave us clarity, confidence, and real results.”

Vicki Harrison, Marketing Manager, Craftwood

Challenge

Craftwood’s existing SEO strategy had stalled, and while they had dabbled in Google Ads, the results were poor. Traffic wasn’t converting, leads weren’t tracked properly, and reporting focused on clicks — not outcomes. They needed a clear strategy that would deliver measurable ROI and help them quote for residential jobs with confidence.

Solution

We launched a targeted PPC campaign across Google Search and Display Networks, focusing on high-income postcodes and audiences interested in interior design, luxury furnishings, and bespoke craftsmanship.

To support conversions, we also designed:

A high-performing landing page tailored to residential users
A custom "Request a Quote" form to qualify leads before they hit the sales team

This campaign didn't just drive traffic — it created momentum. 38% of all qualified leads were quoted, and ad spend came to just 10% of the total sales value.