Fletcher and Mils

Fletcher & Mils is a family-run furniture business based in Walberton, West Sussex, specialising in beautifully handcrafted, bespoke country-style pieces.

Owned by Justin, Sally, Fletcher and Amelia, the business prides itself on quality craftsmanship and timeless design. With growing demand, Justin’s goal was clear: to significantly scale the business and work towards quadrupling monthly revenue.

Services provided:

Google Search Ads
Google Shopping Ads
Meta Ads

The Challenge

Justin had been managing the Google Ads account himself but was struggling to keep pace with the evolving platform. His Google Shopping campaigns were underperforming – delivering a negative ROAS – which was directly impacting business growth.

He needed a clear strategy to turn performance around, stabilise results, and create a scalable acquisition channel.

The Approach

I began with a full audit of the Google Ads account, implementing a structured optimisation plan to improve performance and unlock growth.

Key actions included:

-Migrating and testing new campaign types and formats

-Implementing robust tracking and enhanced conversions

-Optimising landing pages to improve user experience and conversion rates

-Building a supplemental feed to gain greater control over Shopping performance

-Leveraging scripts and data analysis for ongoing optimisation

Once strong performance was established on Google, we expanded into Meta Ads to support further scaling. This included launching catalog-based campaigns designed to:

-Drive new customer acquisition through cold audiences

-Re-engage high-intent users through retargeting

-Support overall revenue growth across multiple touchpoints

The Results

Google Ads ROAS: 13.67x
Meta Ads ROAS: 11.9x

Within just a few months, campaigns transformed from loss-making to highly profitable across both platforms.

Justin is now consistently booked several weeks in advance and well on his way to achieving his ambitious revenue goals.

The Outcome

By combining high-intent Google Ads with demand-generating and retargeting activity on Meta, we’ve built a multi-channel strategy that not only drives strong returns, but also creates a scalable foundation for continued growth.

I set up Facebook and Google Ads accounts for Fletcher and Mils around 10 years ago when I started the business and the results were good allowing us to grow over the first few years of trading. However, I became too busy running the day to day business to keep on top of the ever changing Google marketing platforms. My sales were falling and I needed help to get us up to date. I looked at agencies but the cost seemed disproportionate for our small business. Then I found Chantal and I’m so glad I did. Within a week she had given me a list of amendments to make to my website and got the ball rolling in optimising my Google Ads account. Within a month of pushing the button I noticed an uplift in sales. Within two months we were at a 9 ROAS. It’s really been great for the business and now I’m looking at ways to scale in 2025. I can’t recommend Chantal enough!

Justin Espezel @ Fletcher and Mils