A structured test-and-learn paid media program for Topps Tiles — Britain's biggest tile retailer — delivered 5,465 new visitors, 1.3M impressions, +7% CTR, and one-third of the unique-visitor share in their market, all while sustaining ROAS targets.
Topps Tiles is the UK's number one tile specialist, a trusted retailer offering an unrivaled selection of tiles for home improvement and renovation projects. With hundreds of stores nationwide and a growing online presence, Topps Tiles caters to DIY homeowners and professional tradespeople alike.
The pandemic rapidly shifted consumer buying behaviors, forcing even traditional home improvement retailers to prioritize their digital channels. While Topps had strong brand presence offline, they needed to ramp up and innovate within paid media to retain market leadership in an increasingly competitive ecommerce environment.
The paid media space was more competitive than ever due to pandemic-driven digital growth. As stores reopened, Topps needed ecommerce to stay strong while avoiding over-reliance on paid search.
A key challenge was campaign cannibalization, where paid search overlapped with other channels, wasting spend. At the same time, consumer shifts back to physical shopping threatened online traffic, making year-on-year growth difficult.
All of this had to be balanced with profitability, maintaining ROAS targets while competing against large retailers, online-first rivals, and major marketplaces. Without adapting, Topps risked inefficiencies, higher costs, and losing ecommerce share at a critical moment.
Redefine Web introduced a continuous test-and-learn strategy, running one structured test every two months across a six-month period to drive innovation, efficiency, and audience growth.
We began by assessing potential cannibalization between Topps' paid media and other channels, implementing a statistically robust test that clarified engagement overlaps and minimized wasted spend. From there, we expanded audience reach, launching dynamic search feeds with tailored ad copy. Using insights from earlier reports, we developed inventory-driven campaigns designed to maximize visibility of high-demand products directly in search results.
We added new audiences, boosted CTR, and increased traffic despite in-store competition — preserving profitability while securing 33% of the market share earlier than planned.