Case Studies → How Performance Marketing Drove Category Leadership in Home Radiators

How Performance Marketing Drove Category Leadership in Home Radiators

A small independent brand scaled its performance in a highly competitive market.

Executive Summary

Lincolnshire Radiators Direct is a UK-based eCommerce retailer selling a large, curated range of home heating products direct to consumers and trade customers, with operations based in Branston, Lincolnshire and national distribution across the UK.

They sell designer, column, cast iron, aluminium, towel, and electric radiators, plus valves and accessories, spanning traditional and contemporary styles, a wide range of colours and finishes, and bespoke sizing. The catalogue is segmented for easy navigation by colour, style, and room, and the site includes a BTU calculator tool to help customers size radiators correctly.

Lincolnshire Radiators Direct faced growing competition as new entrants entered the market, making it increasingly important to differentiate the brand. Alongside this, the business needed to consistently market new product lines, ensuring each item was promoted effectively and presented in a way that would stand out and appeal to customers.

Reviewing YTD performance, we have seen an impressive 75% increase in revenue across all channels compared to the previous year. We have also seen the Google Ads account maintain a healthy 5.3x ROAS YTD.

“We have used eComOne now for approximately 4 years. They have helped us grow from a start up, to now turning over 7 figures.”

Lincolnshire Radiators Direct is an online retailer specialising in designer home radiators. The site offers a large, hand-picked range of quality designer radiators, including designer and towel radiators as well as classic cast-iron style options. The business positions itself around quality and trust, backing purchases with a 20-year quality guarantee and free shipping on all orders. Overall, it’s a UK-based eCommerce site aimed at homeowners looking to add a stylish, functional touch to their space through a curated radiator collection.

Lincolnshire Radiators Direct faced growing competition as new entrants continued to enter the home radiator market, making it increasingly important to differentiate the brand and carve out a distinct position within a crowded space. As more retailers began offering similar designer and towel radiator ranges, the business could no longer rely on product selection alone; it needed a clear brand identity and messaging strategy that would resonate with customers and set it apart from competitors offering comparable products at similar price points.

Alongside this challenge, the business also needed to consistently market new product lines as they were introduced, ensuring that each item was promoted effectively from launch and given the visibility required to gain traction. This meant developing a repeatable process for presenting new products in a way that highlighted their unique features and design qualities, while still maintaining a consistent brand voice across the wider catalogue. With customers having no shortage of alternatives to choose from, every new addition to the range needed to be positioned in a way that would immediately capture attention, build desirability, and ultimately convert interest into sales.

Data & Discovery

During the initial data and discovery phase, we analysed competitor positioning to uncover gaps in the market. These insights directly shaped our strategy, helping us position Lincolnshire Radiators Direct to showcase their unique offering, target underserved audiences, and maximise growth opportunities.

Strategy

Since launching Google Ads campaigns in January 2023, the strategy has centred on steadily scaling activity over the course of 3 years and more. Ad spend has grown incrementally, rising by 145% from year one to year three. Throughout this period, the brand’s core objective has been to achieve profitable growth while expanding its product range with new radiator lines, boosting visibility, and driving sustained revenue growth.

Execution

Our strategy centred on building a profitable PPC campaign structure across Google Shopping, Performance Max, and Search. A highly optimised product feed was a key foundation, with enhanced attributes, refined product titles, and custom labels allowing us to segment and manage campaigns with precision. More recently, we’ve adopted Google Ads’ latest AI features, such as AI Max for Search, enabling advanced audience targeting and opening up new opportunities for campaign optimisation and growth.

Innovation & Creativity

To maximise differentiation and build trust with potential customers, we created a suite of on-brand visual assets designed to showcase Lincolnshire Radiators Direct’s excellent Trustpilot store rating. These assets were carefully developed to align with the brand’s existing visual identity, ensuring consistency across every touchpoint while still standing out from competitor advertising in the space.

Rather than relying solely on product imagery, we recognised that social proof was a powerful differentiator that competitors were not making full use of. By incorporating the brand’s strong Trustpilot rating directly into the creative, we were able to immediately reassure potential customers of the quality and reliability of the products on offer, addressing a key barrier to purchase before it even arose.

At the outset of the engagement, it was unclear which specific products were actually driving profit across the Google Ads campaigns, making it difficult to shape an effective account strategy. To address this, we collected profit margin data from the client and incorporated it into the feed using custom labels. This allowed us to segment the campaign structure more effectively, ultimately maximising profit and ROI across the account.

In last 6 months compared to the previous year (across all channels):

  • Revenue growth +76%
  • PPC ROAS: Consistently achieving above 5X
  • Google Ads avg. CPC decrease: -5%

As an agency we have always positioned ourselves as experts when it comes to scaling businesses despite competitive pressures. 

The client recognised that we’re more than just a PPC department, we’re a full team of specialists bringing expertise across every area required to drive performance. From a dedicated feed expert optimising product data to a responsive tech team resolving issues and implementing solutions, we deliver the depth of support that ensures campaigns run smoothly and efficiently.

Chris Margrett, Managing Director at Lincolnshire Radiators Direct

We have used eComOne now for approximately 4 years. They have helped us grow from a start up, to now turning over 7 figures. We have used them for both PPC and SEO. Their openness and communication is brilliant and I hope to keep a good working relationship moving forward as we grow further. I’d recommend them wholeheartedly.

Looking ahead, further diversification is planned, following the same approach used when Microsoft Ads was added to the channel mix in January 2025. Continuing to build additional revenue streams remains a key focus for the business. Platforms such as Pinterest Ads will be explored, offering a visual format well suited to the lifestyle-driven, image-led nature of Lincolnshire Radiators Direct.

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