From Workshop to Winning Online: How MD Carpentry Doubled ROAS

From Workshop to Winning Online: How MD Carpentry Doubled ROAS & Grew Beyond Amazon

MD Carpentry is a UK-based premium garden furniture brand rooted in generations of craftsmanship. Founded in 2015, the business has grown from a small family workshop into a leading eCommerce operation known for precision-made, handcrafted wooden furniture.

Blending traditional techniques with modern technology, MD Carpentry upholds core values of quality, transparency, and customer satisfaction. Today, the brand sells directly via it’s Shopify store and Amazon, supported by a data-driven, multi-channel marketing strategy focused on performance, ROI, and sustainable growth.

Company

MD Carpentry is a UK-based premium garden furniture brand rooted in generations of craftsmanship since 2015.

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Location

Industry

Garden Furniture

Services

new keywords ranking in Google
(SEO & PR)

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H1 revenue increase YoY
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increase in ROAS
(Google Shopping)

The Challenge

MD Carpentry is a UK based premium garden furniture brand, born from generations of craftsmanship. Officially launched in 2015, the business evolved from a small family run workshop into an industry leading supplier with a reputation for precision, quality, and exceptional customer service.

The challenges were clear:

The newly launched website, built on a basic Shopify theme, lacked the flexibility and features needed to support long-term eCommerce growth, user experience optimisation, or effective conversion tracking.
Significant investment in PPC and Amazon was eating into margins, placing pressure on overall profitability. The lack of clear performance tracking made it difficult to justify spend or scale effectively.
With both paid and organic campaigns left largely unmanaged, performance sharply declined. Traffic and conversions dropped, and rebuilding momentum across all channels became a critical priority.

The founder recognised the strong potential of the business’s product and exceptional service, and understood that investing in digital marketing experts was the right move.

Our Strategy

A comprehensive digital marketing strategy was developed to drive scalable growth and build a more reliable revenue stream. This involved restructuring paid campaigns and optimising ad spend to maximize efficiency, while simultaneously investing in organic website improvements to enhance user experience and boost conversion rates.

Our guiding principles were:

Google Shopping Ads Optimisation → Segmented campaigns to target products with the highest purchase intent, increasing visibility, maintaining consistent ROAS, and carefully scaling spend to maximize results cost-effectively.
Amazon Ads Refocus and Scaling → Reallocated ad spend to improve ROAS, successfully scaling ad exposure over time while maintaining efficiency.
SEO Enhancements and Conversion Growth → Improved website user experience and organic visibility, reducing dependence on paid channels and achieving a 13% increase in conversion rate after updating the website theme.

The Results

We focused on creating a foundation for scalable, sustainable growth. Starting with Google Shopping Ads optimisation, expanding reach through Amazon, and driving long-term momentum via SEO and PR.

How Smart Segmentation in Google Shopping Drove Scalable ROAS

The Results

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increase in ROAS

How We Achieved This

Our strategy centred on segmenting Google Shopping campaigns to prioritise products with the highest purchase intent.

By isolating top-performing products and aligning them with targeted bidding strategies, we were able to significantly improve visibility for the most conversion-ready products. This approach allowed us to maintain a consistent return on ad spend (ROAS) while ensuring budget efficiency.

Rather than broadly increasing spend, we focused on incremental scaling — reinvesting only in the segments that demonstrated strong performance.

This not only maximised profitability but also enabled us to scale rapidly without sacrificing cost-effectiveness or campaign control.

Why Refocusing Spend Was the Key to Long-Term Scale with Amazon

The Results

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H1 revenue increase YoY

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H1 accounts reached YoY

How We Achieved This

By strategically refocusing our Amazon Ads spend, we were able to significantly improve return on ad spend (ROAS) while laying the groundwork for long-term scalability.

We shifted budget towards high-performing products and optimised campaign structure to prioritise efficiency and visibility. This allowed us to generate stronger performance with the same and even reduced investment. Over time, as results became more consistent, we carefully scaled ad exposure across key product categories without compromising profitability.

The result was a smarter, more sustainable Amazon Ads strategy that delivered both immediate impact and ongoing growth potential.

UX Improvements and SEO Growth Reduce Paid Channel Dependence

The Results

new keywords ranking in Google

keywords in position 1 on Google

How We Achieved This

By improving the website’s user experience and updating the site theme, we boosted organic visibility and reduced reliance on paid channels, resulting in a 13% increase in conversion rate.

Our efforts also earned high-quality backlinks from prestigious publications like Ideal Home and Country Living, which helped 400 new keywords start ranking on Google including 20 on page one.

High-value search terms like “Driveway Gates” climbed to page two in under three months, while emerging traffic sources such as visitors from large language models like ChatGPT began contributing to overall site visits. This comprehensive approach drove both growth and efficiency across the board.

MD Carpentry is a great example of how a performance first strategy can deliver real business outcomes. By combining smart ad spend, UX improvements, and early SEO wins, we helped build a scalable foundation that reduced reliance on marketplaces and put long term growth back in their hands.

— Nicky, Marcus & James – Add People Team

From Workshop to Winning Online: How MD Carpentry Doubled ROAS & Grew Beyond Amazon

The Challenge

Our Strategy

The Results

How Smart Segmentation in Google Shopping Drove Scalable ROAS

Why Refocusing Spend Was the Key to Long-Term Scale with Amazon

UX Improvements and SEO Growth Reduce Paid Channel Dependence

MD Carpentry is a great example of how a performance first strategy can deliver real business outcomes. By combining smart ad spend, UX improvements, and early SEO wins, we helped build a scalable foundation that reduced reliance on marketplaces and put long term growth back in their hands.

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Pay Per Click Home Appear as ads for the searches your customers make
Social Media Advertising Reach your audiences where they scroll, swipe and shop	PPC For Lead Gen Reliably drive high-quality leads to your lead gen business

SEO – Home Build long-term growth and become more visible on search engines.	Local SEO Services Essential for lead generation businesses with local customers.
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