Client Overview

The Build and Design Centre is one of South Brisbane’s largest building showrooms, designed to connect homeowners and industry professionals with suppliers across a wide range of categories, from kitchens and bathrooms to new builds and smart energy-efficient homes.

Before working with our team, their marketing approach lacked a cohesive funnel structure. While they had previously run ad hoc campaigns, there was no designated brand campaign and limited strategic use of data. They were investing in marketing, but without the infrastructure to translate that spend into real-world impact, especially when it came to driving in-person visits.

Collaborating over the last 7+ years, has seen huge transformations in technology and digital strategy. We've partnered with them over the years to drive business outcomes aligned with the latest digital marketing best practices and evolved our strategy as the technology and business objectives change.

Objective

The primary goal from day one? Drive foot traffic to the showroom.

With dozens of product categories under one roof and a business model built around physical attendance, it was crucial that the marketing not only raised awareness, but motivated users to physically visit the space.

Key KPIs included:

• Store visit conversions (via Google Ads)
  
• Direction lookups
  
• Website traffic and on-site engagement (supporting the awareness and consideration stages)
  
  

Strategy

A. AI-Driven Tools Used

Since the infiltration of AI in digital marketing and business practices, we've leaned into AI-powered campaign formats:

• Google Performance Max
  Chosen for its ability to auto-optimise across Google’s entire network (Search, Display, YouTube, Maps, Gmail).
• Audience signals were built around category intent (e.g. kitchen renovations, new builds), layered with geo-targeting to reach users most likely to visit.
  
  
• Meta Advantage+ Campaigns
  Used for broad targeting and prospecting, paired with retargeting campaigns to re-engage engaged visitors and showroom website users.
  
  

We worked with the AI, not just set-and-forget, by guiding it with:

• Clear conversion goals
  
• Ongoing creative refreshes
  
• Category-specific asset groups
  
  

B. Strategic Approach

We've always focused on implementing a full-funnel campaign strategy, mapping content and creative to different customer stages—from awareness to in-store action.

• Top of Funnel: Meta and YouTube drive awareness through visual storytelling, educating users on the variety and value of the showroom
  
• Mid Funnel: Google Display and Gmail placements nurture interest
  
• Bottom of Funnel: Search and Maps focus on store visits, using local extensions and direction prompts
  
  

Each campaign is structured to validate performance through real-world signals, clicks, direction lookups, and verified store visits.

We also guided implementation of conversion-friendly landing pages with their web team for high-interest categories and regularly rotated creative assets to avoid fatigue.

Results

In just the last 12 months, the campaign has delivered:

• Impressions: From 250,000 to over 1.1 million
  
• Performance Max campaign (launched Jan 2024):
  
• 9.27 million impressions across Google’s full network
  
• 21,408 website clicks
  
• 4,532 store visit conversions (measured via Google’s AI location tracking)
  
• 4,000+ additional on-site conversions
  
  

Beyond the numbers, we achieved:

• Better visibility into category interest and user engagement
  
• A scalable, efficient campaign structure that adapts with the client’s evolving priorities
  
• Streamlined workflows, enabling our team to act more strategically and less reactively
  

The AI Advantage

What really stood out was the ability for Google’s AI to match ads to user intent across multiple channels automatically, delivering store visits via Maps, Display, and YouTube all within the same campaign.

The real breakthrough came when store visits were being tracked through Google’s offline conversion model. It validated our efforts with clear, measurable foot traffic results, something traditional digital campaigns often struggle to prove.

Our team continues to act as a strategic co-pilot:

• Refreshing creative based on asset-level learnings
  
• Segmenting asset groups by category to guide the AI’s learning
  
• Expanding reach into new verticals while maintaining campaign efficiency
• Proactive future-driven approach, adopting new technology, platforms and tools to drive growth
  
  

6. What’s Next

The Build and Design Centre remains a long-term client, and we’re still actively scaling their campaigns.

Our next focus:

• Roll out new asset groups for new categories
  
• Introduce localised content for even stronger showroom intent
  
• Explore offline conversion tracking on Meta to further validate multi-channel ROI
  
  

With a solid full-funnel foundation and AI-driven systems that are constantly improving, we’re confident the next 12 months will see even more meaningful, measurable growth, right where it counts: in person. View more of our case studies here.