homehubgroup.co.uk

Situation

Home Hub Group is a UK-based specialist supplier and installer of windows, doors, and rooflights, operating from established showrooms in Bracknell and Epping. With over two decades of trading history and a strong reputation for service, the business had reached a point where digital acquisition had plateaued—not due to lack of demand, but lack of intelligence.

Google Ads continued to generate enquiries, yet performance became increasingly inefficient. Lead volume existed, but quality varied, and—critically—there was no automated connection between advertising platforms and downstream sales systems. Longer consideration cycles further obscured which campaigns, keywords, and audiences were actually driving revenue. The result was a familiar scaling problem: advertising AI was being trained on incomplete data.

Challenges

Home Hub Group faced several interconnected challenges:

• Leads were generated, but sales outcomes lived in separate systems

• Campaign optimisation relied on proxy metrics such as form fills and CPL

• Cost per sale increased as spend scaled

• Advertising structure was not fully aligned with high-intent product demand

• No automation existed to connect lifecycle, revenue, and advertising data

The business required an automation-first, revenue-led acquisition framework that could train advertising AI using real commercial outcomes.

Solution

OpScaling designed and implemented an AI-enabled, automation-driven Google Ads architecture, integrating the CRM with core business systems to create a continuous feedback loop between marketing, sales, and revenue.

The objective was not to “use a CRM better”, but to use CRM data to power smarter automation and AI optimisation.

Automation & Systems Integration

The CRM was positioned as a structured data source, integrated with advertising platforms and other line-of-business systems through automated workflows. This ensured lifecycle progression, qualification status, and revenue data flowed consistently across platforms without manual handling.

AI-Ready Conversion & Revenue Signals

Offline conversion tracking was automated to pass meaningful business signals back into Google Ads, allowing AI-driven bidding to optimise for outcomes that mattered commercially.

Conversion events were structured and weighted to reflect real value:

• Initial enquiry

• Sales-qualified lead

• Converted customer with revenue value

This enabled Google’s AI to learn the difference between activity and intent, prioritising traffic most likely to convert into revenue.

Account Restructure & Intent Alignment

Advertising accounts were fully restructured around core product lines, including:

• Bifold doors

• Sliding doors

• Windows

Automation supported keyword pruning, match-type control, and intent-led segmentation—reducing waste and improving relevance.

AI-Guided Bidding Strategy

Automated bidding strategies were tested and refined as data matured, including:

• Target CPA

• Target ROAS

Budgets were progressively shifted towards models demonstrating the strongest revenue efficiency, guided by CRM-fed AI signals.

Conversion Rate & Experience Optimisation

Automation-enabled testing improved landing page performance by:

• Aligning messaging with ad intent and showroom offerings

• Increasing conversion rates and average order value

• Reducing friction across enquiry journeys
  

Multi-Channel Demand Orchestration

AI and automation supported coordinated activity across channels:

• Google Search: High-intent, product-led acquisition

• Brand Campaigns: Low-cost demand capture with high conversion efficiency

• Microsoft Ads: Incremental demand in lower-competition environments

• Google Display & Remarketing: Behaviour-based re-engagement driven by lifecycle data

Impact

The shift to an AI- and automation-led acquisition model delivered measurable commercial gains.

Performance Outcomes

• £100,000+ in monthly revenue attributed to paid media

• 46% reduction in CPC

• 40%+ reduction in cost per lead

• 4.2% conversion rate

• 275% increase in CTR, driven by improved intent alignment

• 30% uplift in lead-to-sale conversion quality
  

Strategic Outcomes

• Full ROI visibility through automated revenue attribution

• Confidence to scale ad spend by 200% while maintaining profitability

• Campaign decisions driven by customer value, not vanity metrics

• A scalable, repeatable acquisition framework aligned with long-term growth

Summary

By integrating the CRM with advertising platforms and other business systems—and using automation to synchronise lifecycle and revenue data—Home Hub Group transformed stagnant digital advertising into a learning, AI-driven growth engine.

Campaigns were no longer optimised for leads, but for real commercial outcomes, giving the business clarity, control, and confidence to scale profitably.