Timber Acoustics — Driving Digital Growth
Rebuilt the creative testing engine and consolidated spend around three hero angles.
Client
Timber Acoustics
Industry
Acoustic Treatment / Audio & Home Studio
Services
E-commerce Website, Shopify Development, UI/UX, Performance Marketing, Campaign Management, Digital Marketing
The Challenge
Right product, real expertise, under-performing digital presence
Timber Acoustics had the products and the expertise — but its digital presence was not reflecting the brand’s potential. The gap was never credibility. It was translation: genuine technical knowledge was not reaching the people searching for a solution.
An education-led purchase
Acoustic treatment is a considered purchase that customers cannot make until they understand it. Someone building a home studio or treating a room usually does not know the vocabulary, the product categories, or what they actually need.
What they know is the problem: the room sounds wrong. They are looking for someone to make the solution legible. A website that lists products without explaining which problem each one solves is asking the customer to do work they are not equipped to do — and most will leave rather than guess and risk buying the wrong thing.
This is why the category rewards teaching over selling. Until the buyer understands their own requirement, no amount of product presentation converts them.
The paid media problem
On the acquisition side there was a separate and quite different issue. Spend was spread thinly across a wide set of creative with no reliable way to identify which angles were actually working.
Thin spread is a common and self-perpetuating trap. With budget divided across many angles, none accumulates enough data to prove itself, so every angle looks mediocre and the honest conclusion is that nothing is working. The problem is not the creative; it is that the test was never conclusive.
What needed to be solved
An e-commerce experience that made product selection obvious to someone who does not know the terminology.
Content that educated as it sold, since this category is bought only once it is understood.
A creative testing process capable of proving which angles earned spend.
Campaigns pointed at a website built to convert considered, research-led traffic.
One connected go-to-market direction across website, organic social and paid.
Each layer of the funnel given a job it could be measured on, so improvement was traceable.
How we framed the brief
The challenge was not simply to redesign a website. We needed a digital experience that could introduce the brand, showcase its products and support acquisition, and we needed to bring website, social media and campaigns together under one clear go-to-market direction with a real creative testing engine behind it.
What We Did
We turned individual marketing touchpoints into one connected growth system.
Our approach
Each layer was given a job it could be measured on: social built understanding, campaigns bought qualified attention, and the website converted it. That separation is what made the system improvable — when a number moved, it was clear which layer had moved it.
01 — Website Revamp
We revamped the Timber Acoustics website with a cleaner, more modern e-commerce experience built on Shopify. The focus was on making products easier to discover, information easier to understand and the overall journey more conversion-focused.
The key structural decision was to organise around the customer’s problem rather than the product taxonomy. Someone treating a home studio does not search for a product category — they describe a room and a complaint. Letting them start there, and arriving at the right product as a consequence, removes the expertise barrier that was costing sales.
The website became more than a storefront. It became the foundation for the brand’s digital growth, and the fixed destination every campaign could be judged against.
02 — Social Media Management
We built a consistent social presence around the brand, its products and the problems they solve.
In an education-led category, content does the qualifying work. Explaining why a room sounds the way it does, what treatment actually changes, and which product suits which space builds the understanding a customer needs before they are willing to spend.
It also has a direct effect on paid efficiency: an audience that already understands the category arrives warmer, needs less convincing on the landing page, and converts at a lower cost. Organic content was therefore treated as part of the acquisition system, not a separate brand exercise.
From product communication to awareness-led and educational content, the strategy kept Timber Acoustics visible while building familiarity and trust.
03 — Campaign Management & Creative Testing
We then connected paid campaigns to the new digital experience and rebuilt how creative was tested.
Rather than running many angles at low spend and guessing, we tested systematically to find which messages genuinely moved performance — then consolidated spend around three hero angles that had proved themselves.
Concentration rather than spread is what moved the numbers. Fewer angles with more budget behind each produces faster, clearer learning on all of them, and it stops the budget subsidising creative that was never going to work.
Campaigns were managed around relevant audiences, products and messaging, with continuous optimisation across creative, targeting and performance. The focus was never simply getting more clicks — it was getting the right people into the right journey.
04 — Growth & Go-to-Market Strategy
With website, social presence and campaigns working together, we created a more connected route from awareness → discovery → consideration → conversion.
The result was a digital ecosystem that could be continuously tested, improved and scaled — rather than three channels each reporting their own version of success.
Services delivered
E-commerce website and Shopify development
UI/UX
Performance marketing and campaign management
Digital marketing and go-to-market strategy
The Outcome
A digital presence built to do more than look good.
The revamped Shopify website gave Timber Acoustics a stronger foundation for e-commerce and campaign traffic, while social media created a consistent channel for brand visibility and education. Together these touchpoints created a unified go-to-market system — connecting brand building with customer acquisition and conversion.
Consolidating spend behind three proven hero angles, against a website built to convert considered traffic, is what produced the shift in performance.
100x ROAS, up from 5.2x
Return on ad spend moved from 5.2x to 100x once creative testing identified which angles were worth concentrating budget behind, and the website was able to convert the traffic they sent.
41% lower acquisition cost
A better-converting journey and sharper creative brought the cost of acquiring a customer down substantially — the compounding effect of warmer traffic meeting a clearer site.
212% annual revenue growth
Revenue grew 212% across the year on the back of the connected system rather than a proportionally larger budget.
Website
A cleaner, more intuitive Shopify experience designed around problem-first product discovery.
Social
A consistent brand presence built to educate, engage and create awareness in a category that is bought only once it is understood.
Campaigns
A performance layer built around systematic creative testing and concentrated spend rather than thin spread.
Growth
A connected digital ecosystem designed to support the next stage of growth, with each layer measurable on its own terms.
ROAS, up from 5.2x
Acquisition cost reduction
Annual revenue increase
