Cottage Doors

Growing National Sales for Cottage Doors with Precision Google Ads Targeting

Mister Micawbers Cottage Doors has been handcrafting bespoke cupboard doors in the UK since the 1980s, with a reputation built on quality, craftsmanship, and timeless style. Specialising in traditional shaker, Victorian, tongue and groove, and flat panel designs, they create everything from wardrobe and kitchen cupboard doors to window shutters, stair doors, and bath panels — all made from the finest pine or oak.

Although the business had strong word-of-mouth and returning customers, Cottage Doors recognised that to truly scale, they needed to reach a broader, nationwide audience online — particularly homeowners and joiners searching for custom-made wooden doors.

That’s where we stepped in.

The Challenge

Cottage Doors had a loyal customer base and decades of craftsmanship behind them, but their online presence didn’t reflect the strength of their offering. With increasing competition from off-the-shelf door retailers and search engines prioritising larger websites, they were missing out on valuable online traffic — especially from DIYers and tradespeople actively looking for bespoke wooden cupboard doors.

The objective was clear: help the brand increase high-intent web traffic, drive more quote requests, and convert those leads into nationwide orders.

The Strategy

We launched a targeted Google Ads campaign designed to reach people searching for niche, made-to-measure cupboard and internal doors. Keyword groups were tailored to specific buyer needs — such as “bespoke shaker cupboard doors,” “custom oak kitchen doors,” “handmade Victorian doors,” and “pine replacement wardrobe doors.”

Each ad highlighted Cottage Doors’ key selling points: handcrafted quality, UK-wide delivery, traditional joinery methods, and over 30 years of experience. We also promoted the newly introduced internal door range, helping to position the company not just as a cupboard door supplier, but as a broader bespoke joinery provider.

We optimised ad spend by geo-targeting areas with high renovation activity and filtering out low-quality search traffic to keep the campaign cost-effective.

The Results

Within the first 6 weeks, website traffic from Google Ads increased by 150%, and the number of quote requests rose steadily week on week. Particularly strong engagement came from users searching for replacement doors for kitchens and wardrobes, as well as those seeking period-style custom doors.

Importantly, Cottage Doors began receiving more enquiries from new regions across the UK, proving that a niche, high-quality product can thrive with the right digital exposure.

Craftsmanship Meets Digital Growth

By combining traditional craftsmanship with smart, targeted advertising, Cottage Doors was able to break through the noise of mass-produced competitors and grow its customer base nationally — all while staying true to the values that have defined them since the 1980s.

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