Crafting growth across a three-pronged business

Rosetone’s ambition was to grow the business beyond its event roots and unlock new revenue through contract clients and online sales. We built the strategy to make it happen, generating over £105k in just six months and setting the stage for what’s next.

Background

Rosetone is a family-run business that has been crafting and supplying furniture for more than 35 years. Their operations span three interconnected areas: Event Furniture Hire, Contract Furniture, and Furniture Sales. While the hire side of the business was already well established, the Rosetone team saw significant opportunity to grow the other two arms – particularly Contract Furniture, which serves commercial clients like cafés, hotels, and restaurants across the UK.

When Jenny Knighting, Nutcracker CEO, met Rosetone’s Managing Director, Warren, at the Cranfield School of Management, she could instantly see the same potential and was excited to see how Nutcracker could help it fulfil it’s potential.

The challenge

Rosetone came to us with a clear goal: to generate qualified, commercial leads for the Contract Furniture business. They’d previously invested in advertising through another agency but had been left disappointed: flooded with spam, poor-quality traffic, and little to show for it in the way of real, qualified sales enquiries.

On auditing the ad account, we uncovered the underlying issues: campaigns were too broad, landing pages were mismatched to search intent, and tracking was patchy at best. Conversion rates had dropped by 27%, and their average cost per lead had crept up to £150. Crucially, the business lacked confidence in the quality of incoming leads and could no longer identify real opportunities.

Our approach

We started by building a lead generation engine that could target the right audiences, track performance accurately, and deliver consistent, high-quality sales enquiries.

• Campaign rebuild and segmentation

We launched a new Google Ads strategy with a dual approach: a dedicated Performance Max campaign focused on form submissions, supported by a segmented Search campaign that targeted seven core industries: pubs, cafés, restaurants, hotels, hospitality groups, workplaces, and healthcare providers.

• Improving relevance and quality

To raise Quality Scores and attract the right visitors, we created tailored landing pages for each sector. These included carefully matched keywords and search terms, supported by case studies to give credibility and context. Bot protection, IP exclusions, and CRM-integrated tracking helped eliminate spam and improve data accuracy.

• Refining audiences and budget allocation

We introduced lookalike and in-market audiences – hospitality chains, design firms, and competitor site visitors – and focused budget where conversion rates were strongest. Bidding strategies evolved as we gathered performance data, eventually settling on a targeted CPA model that consistently hit key cost and lead-quality thresholds.

• Hands-on optimisation

Throughout the campaign, we ran weekly audits of ad performance, refreshed creative,

and continuously tested new headlines and landing page variants. This allowed us to allocate spend dynamically and focus efforts on the segments delivering the strongest returns.

Expanding into digital sales

As momentum built on the Contract Furniture side, Warren saw an opportunity to grow the Furniture Sales arm of the business. To support this, we designed and launched a new Shopify website, giving Rosetone a modern e-commerce presence and an intuitive platform for direct sales. A tailored PPC campaign drove early traffic and helped validate the online proposition.

The results

The turnaround was swift. Within six months:

• Rosetone secured £184,000 in quoted enquiries for Contract Furniture
• Over £105,000 converted directly into sales
• We reduced the average cost per lead by 30%
• Spam submissions dropped by 60%, while CRM match rates improved by 40%

The new digital approach not only re-established confidence in lead generation, it laid the foundation for longer-term business growth. Today, Rosetone continues to attract high-value enquiries from hospitality brands and design firms across the UK, including some of London’s most recognisable names.

“Partnering with Nutcracker has led to a real shift in our lead generation strategy. We've seen a big lift in website enquiries, and the new e-commerce website they have built has opened up loads of new opportunities. They really get our business, work brilliantly with the team, and are always open to adapting strategy to keep us moving forward. We couldn't be happier and we're super excited to see what's next.”

Warren Greaney, Owner

Unlock your sales potential

Looking to inject more energy into your lead generation, or launch a new arm of your business online? Email our CEO at jenny.knighting@nutcrackeragency.com