ArtiCAD is one of the UK's most established software platforms for kitchen, bedroom and bathroom design professionals — used by thousands of designers, retailers and manufacturers to win sales and manage installations.
The challenge was not brand awareness. ArtiCAD had thirty years of heritage and a loyal user base. The challenge was growth: reaching new design professionals at the exact moment they were evaluating software, and converting them into qualified leads for the sales team.
This is a niche B2B market. The audience is trade professionals — kitchen showroom owners, bedroom designers, independent retailers — not consumers. The buying cycle is longer, the decision is more considered, and the search intent signals are very different from a consumer campaign. Getting the keyword architecture and match types right was everything.
We rebuilt the paid search campaign from the ground up — restructuring the keyword architecture around genuine trade buying signals rather than broad consumer-facing terms. The objective was to eliminate wasted spend on irrelevant searches while dramatically improving the quality and volume of leads reaching the ArtiCAD sales team.
Campaign structure, bidding strategy and ad copy were all rebuilt around the specific language trade professionals use when they're actively evaluating design software. We matched message to intent at every stage — from early-stage comparison searches through to high-intent demo and trial requests.
Ongoing optimisation over five years has allowed us to continuously refine performance — expanding into adjacent keyword territories as ArtiCAD's product suite grew, and adjusting strategy as the competitive landscape evolved.
Lead volume tripled within the first phase of the engagement and has been maintained and built upon across five years of continuous campaign management. The consistency of results across an extended relationship is the real metric here — any agency can engineer a short-term spike. Sustaining it requires a genuine understanding of the market and a commitment to ongoing optimisation.
The campaign's performance was recognised internationally at the Netty Awards — one of the most competitive digital awards programmes globally — where Simplicity Media won Best Digital Campaign Innovation for the ArtiCAD engagement in both 2024 and 2025.
ArtiCAD remains an active client. The engagement is the longest-running in our portfolio and the benchmark against which we measure every B2B campaign we take on.
ArtiCAD · Paid Search · UK
