UK retailer cuts duplicate Google Ads hits from 50% to 0% in one week

Project Overview

Organization

A UK office-supplies retailer (anonymized)

Industry

Lighting / Architectural Products

Challenge

A growing product catalogue relied on fragmented templates, manual content updates, and developer support for product, specification, and marketing pages.

Stack

4+ years overall; paid performance marketing as the primary focus for the last two. Results window: June 2025 to June 2026

Products / Services Used

CMS Development
Craft CMS Development
Craft Commerce
Custom Product Configuration
Website Development
Specification & PDF Tools

A high-end lighting manufacturer needed to move away from a fragmented system of static templates and manual updates.

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Their goal was a high-performance, public-facing platform that mirrored their Figma design system perfectly. It lets their team manage complex data without developer help. On the surface, the project looked like a standard brochure site. However, the underlying product data was incredibly complex.

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Mavlers Agency built a single Craft CMS-powered platform that keeps the front end faithful to the Figma designs while giving the client's team control over day-to-day publishing.

Performance Insights

Key results for the client

Adaptive Twig template powering every Light Fittings product, interior and exterior

Craft Commerce product types running through one catalogue structure

New front-end templates needed to launch a future product series or capability page

Client Objectives

The challenges the client faced

Talk to our team

Product pages needed different structures

Different lighting families required different order-code tables, specifications, filters, downloads, and related products. Building unique templates for every product family was unsustainable and expensive to maintain.

Product and content updates depended on developers

Editors couldn’t launch new product series or update marketing pages without code deployments and development support.

Complex order codes were difficult to manage

Interior and exterior products followed different SKU and order-code rules. Manual entry of order codes and specifications led to frequent errors and inconsistent branding.

The wider website needed flexibility without losing consistency

Projects, capabilities, resources, About pages, and marketing content needed different layouts while still sharing the same navigation, footer, components, and brand system.

Specification tools needed to work with the product catalogue

Users needed to filter products, configure options, shortlist SKUs, download files, and export product information without relying on a separate product database.

Mavlers Strategy

How we built the platform

Talk to our team

Data-driven product modeling

Instead of static pages, we modeled the business logic within Craft Commerce. We created separate product types for extrusions, drivers, and sensors, using a flexible field layout. This allowed us to use a single "Smart Template" in Twig that conditionally renders different columns, filters, and spec tables based on the product category.

Rule-based SKU generation

To eliminate manual errors, we built a custom engine that generates complex order codes (e.g., MDF64-MB-W-LT) based on predefined logic. Specifiers can now filter by CCT, CRI, or beam angle, and the system instantly provides the correct SKU and associated technical files.

Component-based design system

Using Figma as our source of truth, we developed a library of reusable Twig components. Whether it’s a "Project Gallery," a "Capability Band," or a "Technical Download Row," editors can drag and drop these elements to build new pages that stay 100% on-brand.

Integrated specifier tools

We streamlined the professional workflow by implementing:

Guest & Signed-in Shortlists: Allowing users to save products for specific projects.
On-the-fly PDF Generation: Dynamically creating branded datasheets and quote requests.
Global Asset Volumes: Centralized management for SVGs, Revit files, and 4K product imagery.

Results

What the client achieved

We move faster, optimize smarter, and help you outpace competitors with AI behind every move.

Organization

A UK office-supplies retailer (anonymized)

Industry

eCommerce / Retail

Services Used

Measurement Audit (Google Tag Manager, Google Ads, GA4)

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About

The retailer sells office supplies online in the UK on Shopify, running Google Ads for acquisition. Over the years, it had accumulated three overlapping tracking tools (Shopify's Google and YouTube app, a Google Tag Manager container, and tags hard-coded on the page), each added by different people at different times. The ad account was reporting more sales than Shopify, and nobody owned the full tracking stack.

Challenges

Four separate Google tags firing on a single page load, added by three different tools.
The Google Ads tag received two page-view hits per load, making 50% of its traffic a duplicate.
An orphaned Ads tag fired from on-page code outside the Tag Manager container, flagging a warning in diagnostics that no one had read.
No single owner for the tracking stack, so the next app install would quietly make the problem worse.
Google Ads reported more sales than Shopify, with no way to reconcile the gap.

Goals

Give Google Ads one hit per page view, so bidding optimises on real behaviour.
Consolidate all Google tags into one Tag Manager container, with a single owner.
Verify the fix with dated screenshot evidence before and after publish.
Hand over a written change log so the next app install cannot add a fourth tag unnoticed.

Solution/Approach

Started with read-only access and dated Tag Assistant captures; identified the duplicate by Day 2.
Traced every Google tag on the page back to the tool that added it (Shopify app, Tag Manager, or hard-coded).
Removed the duplicate path and moved what belonged in the container into it.
Reviewed the change with the client, then published on 12 August 2026.
Re-tested every page type (homepage, product, collection, cart, checkout confirmation) in Tag Assistant.
Delivered a written change log recording what moved, when, and why.

Results

50% of every hit before publish was a duplicate, now zero.
Google tags per page cut from 4 to 1.
Page-view hits sent to Google Ads cut from 2 to 1 per load.
1 week from read access to verified fix, with dated Tag Assistant captures before and after.
One Tag Manager container, one owner, and a written change log held by the client.

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UK retailer cuts duplicate Google Ads hits from 50% to 0% in one week

Project Overview

Key results for the client

The challenges the client faced

How we built the platform

What the client achieved

About

Challenges

Goals

Solution/Approach

Results

Results That Speak for Themselves.

Migrating 9,000+ pages across 12 languages

80% CPR reduction and 3x ROI over 6 years

35% cost reduction while scaling SEO delivery globally

Ready to clean up your tracking?

Get in touch with us.

You’re all set!