Barrett Castle Lighting

Growing online sales for a specialist lighting retailer

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About

  • Paid Media

Barrett Castle Lighting has been helping customers transform their homes for more than 50 years. From its showroom in Omagh, the family-run business has built a reputation as one of Northern Ireland's leading independent lighting and electrical retailers, stocking hundreds of products from trusted brands including Laura Ashley and Dar Lighting for homeowners, trade customers and commercial projects alike.

As more customers began researching and buying lighting online, the challenge became building a profitable ecommerce channel in a market dominated by national retailers with significantly larger advertising budgets.

Brief

Castle Lighting wanted to improve the profitability of its Paid Search campaigns. Competing across every lighting category wasn't commercially sustainable, so the objective wasn't simply to increase traffic or sales. It was to identify where the business could genuinely compete, invest in those opportunities and build a consistently profitable online presence despite intense competition.

Approach

Rather than spreading budget across the entire catalogue, we focused investment on the brands and products where Castle Lighting was genuinely price competitive.

We optimised those products within the Google Shopping feed, improving how they appeared in search while concentrating campaigns on high-intent searches, including brand and product-specific queries with the strongest likelihood of converting. 

As performance data accumulated, we continually refined targeted products, search terms and bidding strategy, ensuring budget followed the products delivering the greatest commercial return.

Impact

By focusing on the opportunities where Castle Lighting could compete most effectively, Paid Search became a consistently profitable acquisition channel in one of ecommerce's most competitive retail sectors.

Rather than trying to outspend much larger online retailers, Castle Lighting built a sustainable paid search strategy that consistently delivered profitable returns. By concentrating investment where the business offered genuine competitive value, the company established a successful online sales channel alongside its long-established showroom business.

  • 750%+

    return on ad spend

  • 3+ years

    of sustained profitability

  • Profitable pathway to long-term ecommerce growth

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