Roman already has something online-only retailers cannot offer in quite the same way: a local showroom, product choice and an installation service. I looked at how homeowners across South East London and Kent search for those things, and whether paid media could bring more renovation customers through your door.
Homeowners search for showrooms, suppliers and installers at different stages of the same renovation. In the supplied Keyword Planner estimates, showroom searches generally show lower top-of-page bid ranges than some of the installation terms.
High-level top-of-page bid estimates, not live CPCs. Each term has an estimated 500 average monthly searches in the regional export, but variants overlap.
The same regional export estimates 500 searches/month for the first two terms and 50 for supply and fit. Figures are rounded and cannot be summed as unique demand.
The proposed strategy is deliberately local and focused on high-value decisions, not a price war with national e-commerce retailers.
Reach people actively searching for nearby bathroom showrooms and suppliers. Make it easy to request a consultation, call or get directions, then connect those enquiries to real purchases.
The lead acquisition routeFocus on complete bathroom projects rather than isolated small fitting jobs. Qualify the project, measure quote enquiries and attribute completed work back to the source.
A second commercial routeCompleted bathroom photography and showroom imagery could eventually support Meta remarketing and project discovery. We would only add channels when the potential return justifies the spend.
Not assumed in the base modelA homeowner might visit the showroom, buy a complete bathroom and commission installation. We would track the full journey, but count the customer's commercial value only once. That keeps the model grounded in incremental business rather than inflated marketing totals.
The search-cost inputs below are informed by Keyword Planner. The click volumes, buying rates, transaction values, margins and job contributions are working assumptions. Select a scenario, then change the commercial numbers to fit the business.
Scenario default CPCs: showroom £3.20 (cautious) or £2.80 (realistic/expanded); installation £5.50 (cautious) or £5.00 (realistic/expanded). A £150 success fee is modelled per completed installation project. There is no success fee on showroom-only purchases in this initial structure.
Expected-value model: paid clicks × enquiry rate × close rate = completed purchases or jobs. Showroom gross contribution = sales × average order × retail gross margin. Installation contribution = jobs × contribution per project. Net = combined contribution − advertising spend − base fee − modelled success fees.
| Acquisition route | Annual clicks | Enquiries | Sales / jobs | Modelled revenue | Gross contribution |
|---|---|---|---|---|---|
| Showroom-led bathroom purchases | |||||
| Supply-and-fit installation jobs |
For modelling installation revenue only, this page uses an illustrative £6,500 project value, separate from the editable installation contribution. It is not Roman's verified project price. Modelled decimals represent expected values over 12 months; actual jobs occur in whole numbers. The monthly click assumption is the largest unresolved variable.
The line below simply distributes the selected scenario evenly over 12 months. It is a visualisation of annual economics, not a prediction of the timing of individual sales or campaign learning.
This line does not include seasonality, customer repeat purchases or the time needed to validate tracking and optimise campaigns. Use the calculator above to stress-test the economics.
Tighten search intent, improve the consultation journey and optimise towards complete bathroom purchases rather than visits alone.
Review qualification, project geography and minimum project value before increasing spend.
Increase spend only where additional reachable search demand exists and Roman has capacity to fulfil the work.
Our proposal starts with the local paid-search opportunity. The monthly fee covers strategy, measurement and ongoing management. A smaller success-based element is tied to confirmed installation work, so part of our fee is connected to a real commercial outcome.
plus £150 per completed, attributable installation job, subject to agreeing a fair tracking and attribution method.
Advertising spend goes directly to the platform and is additional. The variable fee on showroom-only product sales is £0 under this initial model. Final terms would depend on Roman's actual buying journey and financials.
Agency capability. Direct specialist relationship.
I personally handle the marketing science, strategy and account.
The right next step would be to check complete bathroom order values, the proportion of consultations that turn into purchases, installation capacity and how much additional business the showroom wants. Then we can decide whether this is genuinely worth doing.