• Google Ads
  • Search Network
  • Google Shopping
  • Google Remarketing
  • SEO and Content Marketing
  • Digital PR and Outreach

G&S Specialist Timber – Case Study

G&S Specialist Timber (“G&S”) is a hardwood timber merchant located in Penrith, Cumbria. The family-run business offers a wide variety of specialist kiln-dried hardwoods and prides itself on providing the highest quality products on the market today.


G&S approached SQ Digital with the brief to expand its online presence while asserting its authority within the woodworking and timber industry. The company was also keen for a Google Ads Campaign to be set up, to maintain current levels of performance, while decreasing the overall spend of the account.


For G&S’s PPC campaign, SQ Digital experimented with new techniques on the account, predominantly with max CPC changes for the Google Shopping Campaign, along with a reallocation of budget to this campaign.

We also introduced a Google Remarketing campaign to recapture prospects who didn’t purchase on their first visit to the site.

For SEO purposes, we evaluated G&S’s current rankings for high traffic and relevant keywords that would drive high-quality prospects who were likely to convert into sales on the website. We cross-referenced Search Term data from the existing Google Ads campaign to ensure that the keywords we were targeting would be viable.

Our content marketing team consistently created fresh and topical content for G&S. The articles were also used for a Digital PR campaign to gain backlinks from relevant publications.

The Results

  • 49.72% increase in transactions
  • 20.13% increase in conversion rate
  • 53.17% increase in revenue
  • 10.25% decrease in overall PPC spend
  • 40.06% decrease in CPAs
  • 72.62% increase in sessions from organic search
  • Articles picked up by Good Woodworking & The Woodworker magazine online and in print with a 2-page spread


Since we instructed SQ Digital to take over our online marketing, we have seen good improvements in terms of revenue our business has generated. SQ Digital took time to understand our industry and business, which has been shown in the work they have produced for us.

– Gary Stevenson – Director

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