Performance Marketing Growth Proposal
Driving Online Sales & Building A Predictable Kitchen Lead Generation Engine
Increase Online Sales
Build a profitable, scalable ecommerce acquisition engine — capturing customers actively searching to purchase at the exact moment of intent using Google and Meta
Generate Kitchen Enquiries
Generate qualified kitchen enquiries from homeowners actively considering a new kitchen — moving prospects directly into a structured sales process
Track Every Outcome
Connect every pound of advertising spend to a commercial result — revenue for ecommerce, genuine opportunities for kitchens — and optimise relentlessly around what works
Two acquisition systems. One performance strategy. Capture demand. Retarget the opportunity. Track the outcome. Scale what works.
Two Objectives
JW Grant has two significant opportunities for growth through performance marketing. These require slightly different customer journeys, but they can be brought together under one performance marketing strategy using Google, Meta, accurate tracking and CRM integration.
1. Ecommerce Growth
Use Google and Meta to generate profitable online sales, continually optimising advertising towards the products, customers and campaigns producing the strongest return on ad spend.
The measure of success: How much did we spend? How much revenue did we generate?
2. Kitchen Lead Generation
Generate qualified enquiries from homeowners actively considering a new kitchen and move those prospects directly into a structured sales process within GoHighLevel.
The measure of success: How many genuine opportunities did we create? How many turned into customers?
Google Ads
Google allows us to capture customers at the point of intent — putting JW Grant in front of customers who are actively searching for exactly what the business sells
Rather than interrupting people and hoping they are interested, we can target customers at the exact moment they signal a requirement. We will build separate campaign strategies around ecommerce and kitchens.
Ecommerce Campaigns
Google Shopping, Performance Max, Search campaigns, product-specific campaigns, brand campaigns, high-intent category searches and remarketing — structured to capture customers actively looking to purchase, optimised towards revenue, margin, cost of acquisition and return on ad spend.
Kitchen Campaigns
Targeted campaigns capturing homeowners actively searching for kitchen design, kitchen fitting, fitted kitchens, kitchen installation, kitchen showrooms and kitchen companies near me — customers actively signalling that they have a requirement.
Continuous Optimisation
Campaigns will be continually optimised towards their respective commercial outcomes. For ecommerce: revenue, margin and return on ad spend. For kitchens: cost per qualified lead, appointments generated and kitchen sales.
Ecommerce: Capture High-Intent Shoppers
For the ecommerce side of the business, Google will allow us to reach customers actively looking to purchase — putting JW Grant's products directly in front of buyers while they are comparing and deciding.
Campaign Mix
- Google Shopping
- Performance Max
- Search campaigns
- Product-specific campaigns
- Brand campaigns
- High-intent category searches
- Remarketing
Optimised Towards Profit
The objective is not simply to generate more online orders.
It is to generate profitable online growth — campaigns continually optimised towards revenue, margin, cost of acquisition and return on ad spend.
Google Shopping is particularly important because it allows us to put JW Grant's individual products directly in front of customers at the point of comparison and purchase.
Kitchens: Capture Customers Ready To Buy
The kitchen opportunity requires a different Google strategy — targeting homeowners who are actively looking for a new kitchen right now
High-Intent Search Targets
Kitchen design & kitchen fitting
New kitchens & fitted kitchens
Kitchen installation & kitchen suppliers
Kitchen showrooms & kitchen renovation
Kitchen companies near me
The Opportunity
These are customers actively signalling that they have a requirement. They are not browsing passively — they are in market.
Our job is to put JW Grant in front of them at exactly the right moment and give them a clear route to enquire.
Every kitchen campaign will be built around generating genuine kitchen opportunities — not simply traffic or form fills.
The Kitchen Funnel
Rather than driving kitchen traffic to a general website page, we'll build a dedicated prospecting funnel designed specifically to convert traffic into qualified kitchen enquiries
Qualify the Prospect
The funnel will focus on understanding the potential customer and their project — qualifying around location, type of kitchen project, timescale, approximate budget, services required and contact information.
Stronger Marketing to Sales Handover
Qualifying prospects before they reach the sales team creates a much stronger handover. JW Grant receives enquiries from people who have already indicated their budget, timescale and project type — not cold, unqualified form fills.
Genuine Kitchen Opportunities
The objective isn't to generate as many forms as possible. It's to generate genuine kitchen opportunities — enquiries with enough information for the sales team to prioritise, qualify and convert.
Alleyoop GHL CRM
Every kitchen enquiry generated through the funnel will feed directly into a GoHighLevel CRM system that we will build and manage for the kitchen campaign — giving JW Grant complete visibility over every opportunity generated.
Pipeline Stages
New Lead → Contacted → Qualified → Appointment → Quote → Won / Lost
This allows us to understand exactly what happens after the lead is generated and connect marketing activity to actual kitchen sales.
Commercially Valuable Questions
- Which campaigns generate qualified leads?
- Which keywords generate appointments?
- Which audiences generate quotations?
- Which campaigns generate actual kitchen sales?
- What does it cost to acquire a kitchen customer?
- How much revenue is marketing generating?
That feedback is then passed back into the advertising campaigns.
Meta Advertising
Meta, across Facebook and Instagram, will support both sides of the growth strategy. Google captures intent. Meta allows us to continue marketing to those people after their initial interaction — keeping JW Grant visible throughout the buying journey.
Audience Architecture
Website visitors, product viewers, shopping activity, kitchen funnel visitors, previous leads, existing customers and social media engagement — all built into a structured audience ecosystem across Meta.
Staying Visible
Rather than allowing potential customers to disappear after their first visit, JW Grant stays visible throughout their buying journey — whether they are browsing products or researching a new kitchen.
Supporting Both Objectives
Meta supports ecommerce through retargeting product viewers and cart abandoners, and supports kitchen lead generation by keeping JW Grant front of mind with homeowners who have shown initial interest.
Retargeting & Remarketing
Not everyone purchases or enquires immediately — the objective is to convert more of the traffic JW Grant is already paying to acquire
Ecommerce Retargeting
Viewed products
Visited key categories
Added products to basket
Started checkout
Previously purchased
Kitchen Retargeting
Visited kitchen pages
Clicked Google Ads
Engaged with kitchen content
Started but didn't complete the funnel
Previously enquired
The message can change depending on where that customer is in their journey — converting more of the traffic JW Grant is already paying to acquire.
Lookalike Audiences & Scale
As more data enters the campaigns, Meta becomes increasingly valuable — allowing us to move beyond retargeting and begin proactively finding new customers at scale
Lookalike Profiles Built From
- Online purchasers
- High-value customers
- Kitchen enquiries
- Qualified kitchen prospects
- Completed kitchen customers
The Scaling Approach
We create audience profiles based on JW Grant's actual customers and leads — then ask Meta to identify more people who share those characteristics.
We start with the strongest data. We understand what converts. Then we cast the net wider.
Start narrow. Prove the model. Then scale with confidence.
Tracking & Attribution
Accurate tracking will sit at the heart of the entire strategy — connecting marketing activity to commercial results, not clicks or impressions
Ecommerce Tracking
Advertising spend
Transactions & revenue
Cost per acquisition
Average order value
Return on ad spend
Kitchen Tracking
Advertising spend & leads generated
Cost per lead & qualified leads
Appointments & quotations
Sales & revenue generated
The ultimate objective is to connect marketing activity to commercial results. Not clicks. Not impressions. Revenue and return on investment.
Commercial Approach To Growth
We won't treat the initial media budget as money that simply needs to be spent every month
Scale What's Working
If an ecommerce campaign is delivering profitable ROAS, we look for opportunities to scale it. If a kitchen campaign is consistently producing high-quality opportunities at a commercially viable acquisition cost, we increase investment.
Optimise or Redirect What Isn't
If something isn't performing, we optimise it, reduce it or redirect the budget. We'll continually assess where the strongest returns are being generated across both ecommerce and kitchen campaigns.
A Proven Growth Engine
The objective is to create a marketing engine where additional investment is driven by proven commercial performance — giving JW Grant the confidence to increase spend when the economics justify it.
Communication & Reporting
Alleyoop will operate as an extension of the JW Grant team — reporting on the numbers that matter, wherever possible in pounds and pence
Ecommerce
Spend → Sales → Revenue → ROAS
Campaign performance reviewed regularly and optimised based on advertising data and commercial feedback coming through the business.
Kitchens
Spend → Leads → Qualified Opportunities → Customers → Revenue
CRM data from GoHighLevel feeding back into campaign decisions — closing the loop between marketing activity and actual kitchen sales.
Media Budget
£3,000 to £5,000 Per Month
Paid directly by JW Grant to Google and Meta. This provides enough initial investment to generate meaningful data across both ecommerce and kitchen lead generation campaigns.
Not Rigidly Allocated
Budget allocation will not be rigid. We'll continually move investment towards the channels, products and campaigns generating the strongest commercial return.
Built to Scale
As profitable opportunities are identified, budget can scale accordingly. Additional investment will always be driven by proven commercial performance — not arbitrary increases.
Meaningful From Day One
The initial range provides sufficient scale across Google and Meta to generate real data on both ecommerce revenue performance and kitchen lead quality within the first campaign period.
Setup, Tracking & CRM
£750 + VAT One-Off
This covers the initial technical and campaign setup required to build the foundations correctly — ensuring we can accurately measure performance from day one.
Technical Setup
- Google Ads setup
- Meta Ads setup
- Ecommerce conversion tracking
- Revenue tracking
- Audience configuration
- Remarketing setup
Kitchen & CRM Setup
- Kitchen funnel tracking
- GoHighLevel CRM build
- Lead pipeline configuration
- CRM integration
- Reporting configuration
- Campaign launch
Monthly Management
£1,650 + VAT Per Month
Advertising Management
- Google Ads management
- Google Shopping
- Performance Max
- Meta Ads management
- Ecommerce campaign optimisation
- Kitchen lead generation campaigns
- Retargeting and remarketing
- Lookalike audience development
Funnel, CRM & Reporting
- Funnel optimisation
- GoHighLevel CRM management
- Conversion tracking
- Performance reporting
- ROI and ROAS analysis
- Ongoing strategic support
Why Alleyoop
JW Grant doesn't need marketing activity for the sake of marketing activity. It needs measurable commercial growth. Our role is to build two predictable acquisition systems around the opportunities already within the business.
Online
Put products in front of people actively looking to buy and generate sales at a profitable return on ad spend
Kitchens
Put JW Grant in front of homeowners actively looking for a new kitchen, qualify those opportunities and feed them directly into a structured sales process
Scale
Use Meta, remarketing, customer data and lookalike audiences to increase conversion and create additional scale beyond the initial campaigns
Capture demand. Retarget the opportunity. Track the outcome. Scale what works.
For JW Grant, success is straightforward: profitable online sales and a consistent pipeline of high-quality kitchen opportunities.
JW Grant