Project
Scaling Farrow & Ball PPC Performance
Annie Wells
Senior Paid Media Manager
14/5/2026
When Decorating Centre Online (DCO) aimed to sustainably scale their premium Farrow & Ball paint category in a highly competitive, discount-heavy market, they partnered with B2 to completely rethink their paid media approach. Instead of relying on short-term promotional tactics that risked commercial profitability, B2 designed a comprehensive, full-funnel strategy focused on high-intent purchasing and brand value. Dive into the full case study below to discover the strategic shifts, campaign restructuring, and creative optimisations that allowed DCO to break free from the discount trap and achieve significant, sustainable growth without sacrificing efficiency.
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Decorating Centre Online is a leading name in the UK home decorating market, supplying premium paints, wallpapers and expert decorating advice to both DIY customers and trade professionals.
Having already partnered with B2 across ecommerce, UX and organic search, DCO wanted to take the next step in paid media performance. The focus was clear: scale its premium paint offering, with Farrow & Ball becoming a key commercial priority. The challenge was not simply to spend more. DCO needed sustainable PPC growth in a competitive market, where online retailers, physical stores, promotions and delivery incentives all influence buying decisions.
B2’s role was to build a more scalable paid media strategy that could grow revenue, improve sales volume and protect efficiency at the same time.
DCO was already seeing strong year-on-year performance, but the business had ambitious targets for further growth. The team wanted to significantly increase revenue while strengthening its position within the premium paint market.
Farrow & Ball was a major opportunity, but it also came with a complex set of commercial challenges. The category was highly competitive, with other retailers using free delivery, bundles and promotions to attract customers. Performance was also heavily influenced by discounting, with revenue often dropping once promotional periods ended. At the same time, DCO needed to protect profitability. Scaling activity by lowering ROAS targets could drive volume, but it risked creating growth that was not commercially sustainable.
The PPC strategy needed to balance three priorities: revenue growth, sales volume and margin protection.
B2 restructured the account around a clearer, more focused campaign model. Rather than allowing Farrow & Ball to sit within a broader paid media setup, the range was separated into its own dedicated Performance Max campaign. This gave the team cleaner data signals, stronger budget control and a more focused route to scale. It also meant Farrow & Ball could be treated as a strategic growth driver, rather than one product range competing for attention inside a wider structure.
Product feed quality was another key focus. B2 optimised titles, attributes and imagery to improve query matching, strengthen Shopping performance and better reflect the premium nature of the Farrow & Ball brand. To reduce reliance on short-term promotional activity, B2 also expanded into Demand Gen. This allowed DCO to reach new audiences earlier in the purchase journey, build awareness outside of discount windows and support lower-funnel activity with stronger demand.
Creative was strengthened across the campaign too. Lifestyle imagery and video were used to move messaging beyond price, placing greater emphasis on quality, finish and design-led decision-making.
The campaign delivered significant commercial growth for DCO’s Farrow & Ball activity.
Project highlights:
- Increase in sales: +223.36%
- Increase in revenue: +159.71%
- Increase in ROAS: +14.23%
The results showed that DCO could scale the category without becoming solely dependent on promotional activity.
By combining a dedicated Performance Max structure with better feed optimisation, stronger creative and upper-funnel Demand Gen activity, B2 helped DCO increase both reach and efficiency. The campaign did not just deliver more sales. It created a more scalable paid media model for a commercially important premium category.
This campaign stood out because it tackled growth from multiple angles.
The account structure gave Farrow & Ball the space, budget and data signals needed to scale. Feed improvements helped products compete more effectively in Shopping auctions. Demand Gen created a route to build demand before customers reached the point of purchase. Creative improvements helped DCO compete on brand value, not just price.
Most importantly, the strategy was built around commercial reality. Growth targets were ambitious, but the campaign still had to account for margin, promotional dependency and intense competition. By taking a full-funnel approach, B2 helped DCO move from short-term, discount-led performance towards a more demand-led growth model.
PPC Built For Sustainable eCommerce Growth
For DCO, the campaign created a stronger foundation for scaling one of its most important premium ranges.
For B2, it showed the value of paid media that goes beyond simple budget increases. The right structure, sharper data signals, stronger creative and a clear understanding of commercial constraints can turn PPC into a more sustainable growth channel.
In a competitive category where customers have plenty of choice, DCO needed more than visibility. It needed a paid media strategy built around intent, quality and profitable scale.
