SEO title: Express Matting industrial flooring — WeAdU
Client
Express Matting (Express Matting Services Ltd) is a UK supplier of industrial flooring, anti-slip matting, access barriers and sports flooring tiles.
Challenge
Ahead of segmentation, two issues limited the account's efficiency:
- Unsegmented multi-brand account — five sub-brands (slip-not, expressmatting, barriersco, gymflooringuk, industrial-polymers) were competing for budget without a clear priority order.
- Consumer traffic diluting B2B intent — campaigns weren't strictly filtered to professional buyers.
Approach
We split the multi-brand account (slip-not, expressmatting, barriersco, gymflooringuk, industrial-polymers) into dedicated Standard Shopping campaigns, prioritized budget by net margin, and applied strict B2B targeting.
Results
Comparing March 2025 to April 2025, WeAdU delivered a 74.60% increase in conversions — 142.00 → 248.00 orders — for Express Matting. Against the previous period, the account also delivered:
- +74.60% conversions — 142.00 → 248.00 orders vs. the previous period.
- +17.90% ROAS — 4.21× → 4.95×.
- −7.21% CPA.
- +9.30% AOV.
By segmenting the multi-brand account into dedicated campaigns prioritized by margin, Express Matting grew orders and average order value while lowering acquisition costs — even as ad spend grew 62.00% to capture the opportunity.