The £10M Doorway: How Add People’s Multi-Channel Strategy Drove Record Growth for Door Supplies Online
Door Supplies Online are one of the UK’s leading suppliers of high-quality doors, serving homeowners, developers, and architects across the country through their thriving eCommerce store.
When Managing Director Ilja Medvedevs took over the business in 2019, at just 19 years old, he saw an opportunity to transform a small, local Norwich showroom into a digital success story.
Determined to move beyond brochures and billboards, Ilja invested in a Shopify store and began exploring the world of online marketing.
But after seeing the limits of DIY digital marketing, he knew he needed expert guidance.
That’s when Add People stepped in, and together, we began a journey that would turn a £500K business into a £10 million powerhouse.
The Challenge
When Door Supplies Online began its growth journey, the ambition was clear: build a scalable eCommerce business capable of competing with much larger, more established players.
But turning that ambition into reality wasn’t straightforward. While the product range was strong, visibility across key digital channels was limited. Organic search presence was minimal, paid campaigns lacked reach and data, and the business struggled to consistently connect with high-intent customers online.
As an eCommerce brand operating with a high average order value, long consideration cycles were unavoidable. Without the right mix of SEO, Google Ads and Paid Social working together, too many potential customers were dropping out before converting.
The challenge wasn’t just about driving traffic. It was about building a joined-up digital strategy that could increase visibility, improve efficiency, and turn interest into revenue at scale.
The Strategy
When our SEO, eCommerce and Social Media teams joined forces, the mission was clear: build a sustainable foundation that could scale across multiple marketing channels. Our approach included:
Technical SEO Overhaul
We rebuilt the site’s technical framework to improve speed, mobile usability, and search engine crawling. Every product page was optimised for relevance and conversion, making it easier for customers to find the perfect doors online.
Content Expansion & Keyword Targeting
We developed a vast, keyword-rich content hub packed with buyer guides, FAQs, and advice pieces, helping customers make informed choices while improving organic reach. By focusing on long-tail searches such as “oak internal doors” and “fire-rated door sets”, we captured high-intent traffic ready to buy.
Digital PR & Local Authority Building
Targeted UK-based PR campaigns delivered high-quality backlinks and coverage, building the brand’s authority and credibility. These efforts helped DSO become one of the most visible and trusted names in the online door market.
User Experience & Conversion Rate Optimisation
We refined navigation, product categorisation, and on-site flow to create a frictionless journey from search to sale. This not only improved SEO performance but also boosted on-site engagement and conversions.
Paid Social Advertising
With the SEO engine running smoothly, our Social Media specialist Nicole stepped in to amplify growth across Facebook, Instagram and Pinterest. We built scroll-stopping campaigns designed to reach new audiences, while smart remarketing brought previous visitors back at exactly the right moment, turning interest into purchases.
And the results across 2025 speak for themselves: a 32% reduction in spend, a 27% drop in CPC, and a 115% increase in revenue. Even better, ROAS climbed by 194%, proving that the campaigns weren’t just reaching more people; they were reaching the right people.
Google Ads & Ongoing Optimisation
The very first Add People campaign to go live was Google Ads, but early activity was limited to Shopping campaigns, restricting reach and insight into customer behaviour.
As the partnership evolved, our eCommerce specialist Charlotte restructured the account, expanding into a comprehensive Performance Max strategy, with more than 20 active campaigns running in 2025.
By making full use of Performance Max’s smart automation across Google’s networks, while refining product assets, search themes and audience signals, we were able to significantly broaden visibility, improve traffic quality and drive more efficient, profitable growth over time.
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The Results
What began as a modest eCommerce operation when Door Supplies Online joined us in 2020 is, by 2026, a national success story. Over their time with Add People, they’ve achieved some truly impressive results, supported by our diligent account managers, Charlotte, Nicole and Rahman.
SEO Achievements
- 8,900% increase in Page 1 & 2 keyword rankings.
- 2,500% growth in total ranking keywords (from 500 to 17,000+).
- 366% increase in click-through rate, now averaging 23%.
- 83% increase in user engagement.
- Expanded into a larger warehouse, hired staff, and dramatically increased capacity.
Google Ads & Performance Max
- In 2024, Google Ads generated £1,868,050.56 in revenue at 871% ROAS, supported by 33,430,459 impressions and 416,593 clicks.
- In 2025, that grew to £2,905,851.94 in revenue with 975% ROAS, alongside 35,030,320 impressions and 536,436 clicks.
- Search impression share increased by 45.22% from 2024 to 2025, with CTR also rising by 22.89%.
- During Black Friday weekend (28/11/25–01/12/25), the campaigns delivered £76,716.23 in revenue at an incredible 2,088% ROAS.
Social & Paid Media Performance
- 160% increase in ROAS (from 1,898% to 4,942%).
- 69% revenue uplift compared with the previous quarter.
- 35% drop in cost-per-click, maximising efficiency.
Business Impact
- Revenue growth from £500K to £10 million in just four years.
- Expanded into multiple new businesses within the home improvement sector.
- Partnered with Add People across multiple brands, including Bryan Turner Kitchens.
Today, Door Supplies Online is building towards a £100 million group turnover target, with Add People continuing to power their marketing journey across SEO, Social Media, and Google Ads.
It’s been an incredible transformation, one fuelled by collaboration, data, creativity, and a shared drive to scale smarter.
Testimonial
Finally, a word from the client:
“We’ve had a great experience working with Add People. Nicole has done an excellent job managing our Meta Ads, improving engagement and conversions, while Charlotte has optimised our Google Ads to deliver stronger, more cost-effective results. Rahman has been fantastic on SEO, helping us grow organic traffic and visibility. The team are proactive, professional, and genuinely cares about driving results for our business. Highly recommend them’
Ilja Medvedevs, Managing Director
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