How Beams more than doubled revenue while ROAS climbed.
A full-funnel rebuild across Google and Meta over 18 months. Revenue +122%, ROAS +53%, with CRM-tied measurement that bid for booked revenue, not vanity metrics.
- Industry
- Home Renovation
- Channels
- Google Ads · Meta Ads · Microsoft Ads
Who Beams is.
Beams is one of London's fastest-growing home renovation companies, connecting homeowners with vetted builders for kitchen, bathroom and full-home transformations. More than 200 completed projects - and coverage in the Financial Times, The Telegraph, The Guardian and Elle - made it a trusted name for Londoners renovating with confidence.
The model pairs technology - 3D design tools, milestone-based payments, workmanship warranties - with a curated network of builders averaging 15 years of experience. It is a considered, high-value purchase, and the quality of every lead decides whether a project is worth pursuing.
Scale spend - without giving back ROAS.
Beams was scaling London home renovation through paid media - a market where high-intent keywords command serious CPCs. In June 2024 the team needed to push significantly more budget through Google and Meta without giving back the return they had earned.
Reporting stopped at form-fill counts, which meant bidding was optimising for cheap leads, not the leads that became signed contracts. Lead quality, attribution depth, and the bridge between ad spend and booked revenue all had to be rebuilt before scale could land safely.
- Scale budget without sacrificing return on ad spend
- Lead quality - move past vanity metrics to revenue-grade leads
- Tracking infrastructure to measure true ROI across channels
- Optimisation that rewards booked revenue, not cheap form-fills
Three moves that changed the maths.
Made revenue visible.
Beams' funnel went dark at two stages, so the platforms were optimising blind - reinforcing cheap MQLs that never became revenue. We mapped it end to end and rebuilt tracking from the click to closed revenue: full UTM coverage, CRM integration, one source of truth in Funnel.io and Looker Studio.
Rebuilt the engine around intent.
A full-funnel Google architecture - Performance Max, segmented Search, Dynamic Search Ads, YouTube and Demand Gen - alongside a high-volume Meta creative engine testing weekly across Feed, Stories and Reels.
Paid for revenue, not clicks.
With closed-won data flowing back to the platforms, we optimised toward signed contracts, not form-fills - and accepted a higher CPL, because those leads actually closed.
What changed.
MQL → SQL
Bidding shift
Stopped optimising for form-fills. Started bidding for leads that actually became signed contracts.
Source → revenue
Attribution depth
Every lead tagged from first click to closed revenue across Google and Meta - one source of truth for marketing and leadership.
Weekly
Creative cadence
New Meta concepts launched, measured and iterated every week. Winners scaled, fatigue cut before it hit efficiency.
“Copixel supported us during a critical growth phase. They built a sophisticated full-funnel acquisition engine across Google and Meta - with tracking and CRM integration that let us optimise for real revenue, not vanity metrics. Strategic, deeply analytical, execution-focused - one of the strongest performance marketers I've partnered with.”
More work.
