Brainlabs helps Anglian Home Improvements boost ROAS by 45% with Enterprise Bidding

At Brainlabs, we’re proud of the partnerships we’ve built with our clients – particularly those that involve innovation, collaboration, and a commitment to achieving high-performance results. That’s why we’re shining a light on the strong partnership between Anglian Home Improvements, Brainlabs, and Google, which led to a 45% improvement in Return on Ad Spend (ROAS) through a refined enterprise bidding strategy.

The Challenge

Anglian Home Improvements, a leader in the UK home improvement sector for nearly 60 years, faced the challenge of continuing its growth while maintaining strong ROAS across a variety of categories. With Search playing a major role in revenue generation, the company also wanted to enhance performance in key regions.

While Anglian had already been using target ROAS bidding and target cost-per-acquisition (tCPA) strategies for its Search and Performance Max campaigns, the campaigns were structured in a way that limited the ability to optimise bidding across different platforms. This created an opportunity for Anglian to work more closely with Google and Brainlabs to find a solution.

The Approach

The solution involved a strategic shift towards enterprise bidding. Brainlabs worked hand-in-hand with Anglian to rethink their campaign structure. Rather than keeping Performance Max campaigns as catch-alls for each category, we moved towards regional segmentation – tailoring the approach to fit the unique needs of each market.

The next step was to consolidate Anglian’s Windows activity into larger portfolios, combining both Search and Performance Max into the same target ROAS portfolio. This move allowed for a more cohesive and efficient bidding strategy across multiple channels.

One of the keys to the project’s success was the collaboration between Brainlabs, Anglian, and Google to implement a phased rollout. This approach allowed for a careful and measured transition, ensuring that the business could scale while mitigating concerns around lead volume.

The Results

Since the adoption of enterprise bidding, Anglian saw a 51% increase in conversions, with conversion value growing by an impressive 95%. Even more notably, the company achieved a 45% higher ROAS, demonstrating how a well-coordinated and refined bidding strategy can drive both growth and efficiency.

Rachael Munby, Chief Marketing Officer at Anglian Home Improvements, reflected on the outcome:
“To improve performance in some key regions, we had to broaden the funnel and become more sophisticated with our bidding approach. Using enterprise bidding to combine both Performance Max and Search allowed us to do both of the above with great success and has given us confidence to roll out this approach further.”