From forest to feed: driving demand with dynamic search campaigns

Scaling leads for seasonal products

Duffield Timber is a leading timber importer, machinist and merchant selling a wide variety of cladding, decking and fencing products.

They supply DIYers, architects and contractors across the UK from their state-of-the-art sawmill and showroom in North Yorkshire.

The journey that connects these users with Duffield can be a complex one, involving a vast range of keywords.

The pre-existing search campaign structure was struggling to keep up with this query diversity and seasonal intent shifts. This resulted in missed opportunities for visibility.

Budgets were exhausting quickly during peak demand, impeding performance.

A focus on dynamic search to capture uncategorised demand

Search demand is not static. Instead of using dynamic search ads as a catch-all, we used it as our main discovery engine.

We implemented a detailed structure that included all main product categories and their respective products, with no page URL left untargeted.

Gaining incremental volume can also be a double-edged sword – with it comes the potential for poorer lead quality.

To combat this, we used exclusions and expanded our coverage to participate in significantly more relevant auctions.

Branching out to untapped audiences

Our campaign performance evolved as volume steadily increased.

By leveraging site structure and feed signals to capture uncategorised demand, we significantly increased our visibility on many more auctions – impressions increased by 167% and clicks by 117%.

Rather than focusing on incremental optimisations for tightly-defined queries, the strategy centred on scaling volume to improve overall coverage.

This allowed us to cover new search terms that generated new leads.

A campaign that follows intent, rather than assumptions

This dynamic approach helped us to fill coverage gaps and also revealed new commercial queries.

This resulted in stronger auction participation, improved demand capture and a phenomenal 86% increase in conversions.

With these tree-mendous roots laid down, Duffield’s paid search performance is set to keep growing.