What started as a challenge to convert interest into action has become a scalable, data-driven marketing engine. By focusing on sample orders as the first conversion, segmenting audiences, and optimising paid channels, we’ve helped Palet grow efficiently while maintaining brand integrity.
Palet is redefining ceramic tiles—offering fully custom glazed surfaces for homeowners and design professionals. Their challenge wasn’t about convincing people that their tiles were exceptional (that part was easy). The real challenge was helping people take the first step—ordering a sample set.
Since Palet’s tiles are made-to-order and highly custom, customers needed to physically see and feel them before committing to a larger purchase. Our priority was increasing sample set orders—knowing this would be the key to driving full-scale tile sales later on.
We needed to create distinct messaging for:
Homeowners → Looking for a unique tile to elevate their home.
Architects & Interior Designers → Seeking a professional-grade, customisable surface solution.
Both audiences had different buying journeys, so we needed a personalised approach rather than a one-size-fits-all strategy.
With a limited budget, every euro needed to work harder. We had to build a lean but highly effective paid marketing strategy across Google, Meta, and Pinterest, ensuring high ROAS and sustained growth.
We launched a full-funnel Google, Meta and Pinterest campaign, optimising for sample set orders rather than generic traffic. By focusing on high-intent keywords (custom ceramic tiles, buy bespoke tiles online), we:
With sample orders increasing, the next step was nurturing those leads into full tile purchases. We built two key email flows:
By A/B testing subject lines, CTAs, and content, we:
With more interest in Palet’s tiles, we focused on improving organic discoverability. We updated meta titles and descriptions to ensure key pages ranked higher for relevant search terms, like custom ceramic tiles and bespoke glazed tiles.
Beyond on-page SEO, we also linked Palet’s product catalogue to Google Merchant Center, allowing products to appear in Google Shopping searches, increasing visibility and driving more qualified traffic to the shop.
These optimisations helped capture high-intent users actively searching for custom tiles, complementing our paid efforts and improving overall conversion rates.
"They combine an entrepreneurial mindset with a deep understanding of online advertising. They balance strategic thinking with data-led tactics which helped us both drive growth and value for Palet."
Niels Monsieurs, Managing Partner at Palet
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