Aligning Digital Strategy With ShuttersUp’s Business KPIs
ShuttersUp partnered with Kinase to overhaul their digital marketing strategy, aligning it with high-impact business KPIs like Sales Qualified Leads - driving stronger lead quality, smarter spend, and measurable revenue growth.
Context
ShuttersUp, a leading UK-based retailer and installer of premium window shutters, aimed to elevate its digital marketing strategy to generate higher-quality leads and drive revenue growth. In May 2023, they partnered with Kinase to refine performance marketing efforts and better align digital activity with their business goals.
One of the primary challenges was inefficient spending through Performance Max campaigns, which failed to deliver strong returns. ShuttersUp needed a more strategic, data-driven approach to improve campaign performance and fuel their growth ambitions.
Solution
Kinase’s strategy began by identifying the metric that truly mattered to ShuttersUp's bottom line: Sales Qualified Leads (SQLs). Given that approximately 40% of SQLs convert into closed deals, this became the core KPI to optimise for within Google Ads.
Smart Bidding was reconfigured to prioritise SQLs rather than basic lead conversions. As the campaign progressed, revenue tracking was integrated into Google Ads, providing a more accurate view of campaign effectiveness and allowing for advanced attribution analysis and optimisation.
Results
The shift in strategy significantly improved PPC performance and contributed directly to business growth. Key highlights include:
Improved lead quality, with SQLs converting into closed deals at a higher rate
A 45% uplift in the average monthly Business Appointments
Average monthly revenue grew by 14%
ShuttersUp could expand its sales and installation team by over 65%, highlighting the tangible business impact of the campaign and fueling growth
By focusing on what truly drives value, Kinase helped transform ShuttersUp’s marketing performance and deliver sustainable growth.
“The team at Kinase are always highly responsive, we work very collaboratively and in my opinion they absolutely bring industry leading skills to us on a weekly basis. It has transformed our marketing capability and indeed our business”
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