Peter Murphy Case Study-min

Project Details

Peter Murphy Lighting & Electrical

Google Ads & Meta Ads

Started on September 19th, 2022, Ongoing


Established in 1985 by Peter Murphy Senior and his wife Mary, Peter Murphy Lighting and Electrical Ltd has been a cornerstone of quality service and value for over three decades. Rooted in the extensive expertise of Peter Senior, whose career began in 1952 at Naughtons of Galway, our family-run business has grown under the leadership of their two sons, Peter Junior and Paul.

Their core foundation rests on the pillars of family values and an unwavering commitment to excellence. The principles instilled by Peter Senior and Mary continue to guide them, ensuring that every interaction with Peter Murphy Lighting and Electrical Ltd reflects their dedication to customer satisfaction.

Since the launch of their online store in 2018, they have broadened their horizons from the Galway community to serve customers nationwide. Whether you reside just around the corner or across the country, you can expect the same exceptional level of quality and dedication from them.

Understanding the significance of trust and reliability in this industry, the team is united by a shared passion for delivering top-notch service and products to valued customers. At Peter Murphy Lighting and Electrical Ltd, they don’t merely provide products and services; they craft solutions tailored to meet the unique needs of each customer.

Commitment to quality, reliability, and unwavering customer satisfaction distinguishes them in the industry. Peter Murphy Lighting and Electrical Ltd, where excellence is not just a goal—it’s a tradition.


Peter Murphy Lighting & Electrical faced several challenges before using our services. They had a minimal presence on Google Ads and paid advertising, with their primary goal being revenue generation and achieving a ROAS of 10.

However, they faced tough competition from well-known home appliance brands in the market, which made things challenging for them.

Upon the launch of their new website in September, we discovered they had two separate domains for electrical and lighting products, which introduced complexities in tracking and product feeds.


To address the challenges, we implemented a tailored strategy:

  1. Cross-Domain Tracking & Conversion Setup:
    • Given the dual domain setup, we established cross-domain tracking and configured precise conversion tracking on Google Ads. This ensured accurate tracking of every purchase.
  2. Optimisation of Product Feed & Shopify Fixes:
    • We resolved product feed issues and other technical glitches on their Shopify platform, enhancing the overall functionality of their online store.
  3. Campaign Setup:
    • Shopping Campaign:
      • We initiated a Shopping Campaign, maximising visibility across Google’s platform.
      • Implementing Pmax, we aimed for optimal visibility.
      • Asset groups were created based on product performance, seasonality, and promotions.
      • Custom audiences were created for each asset group, enabling precise targeting using custom segments, first-party data, and detailed demographics.
      • To promote their focus on home appliances, particularly major brands, we segmented these products into distinct assets.
      • Tailored creatives and audiences were developed to specifically target this segment.
  4. Introduction to Meta for Cross-Platform Marketing:
    • In the Q4 season, we introduced Peter Murphy Lighting & Electrical to Meta, enabling them to leverage cross-platform marketing opportunities.



The outcomes have been impressive since we started Google Ads on September 19th, 2022. We were able to achieve a 21.03 ROAS on average each month.

Moreover, YoY sales have exhibited a significant 19% increase, showcasing the effectiveness of the implemented strategies.