SUCCESS STORIES
BERNINI & Zuccari
Bernini Stone & Tiles and Zuccari are two sister brands operating in the premium stone market under the same ownership. They partnered with Roundseed to improve the performance of their Google Ads campaigns across both brands. The result is a coordinated PPC strategy that has delivered significantly more conversions at a lower cost while helping each brand maintain its own distinct position in the market.
Google Ads, PPC Management · 2021–Present
Objectives for Bernini & Zuccari
Fix
conversion tracking for accurate optimisation
Reduce
cost per acquisition and improve budget efficiency
Grow
monthly conversions on the same or lower budget
Coordinate
keyword strategy to avoid cannibalisation
Bernini Results
-82%
Reduction in cost per acquisition
+504%
Increase in monthly conversions
+221%
Improvement in conversion rate
Zuccari Results
-95.6%
Reduction in cost per acquisition
+1,583%
Increase in monthly conversions
+184%
Improvement in conversion rate
CLIENT
Bernini Stone & Tiles and Zuccari
INDUSTRY
Premium Natural Stone & Porcelain
LOCATION
Perth, Western Australia
PACKAGES
PPC Management
ENGAGEMENT START
2021
PLATFORM
WordPress
LIVE SITES
PROJECT OVERVIEW
TWO PREMIUM BRANDS, ONE COORDINATED GOOGLE ADS STRATEGY
Bernini & Zuccari are two premium natural stone brands operating in the Perth market under the same ownership. Both serve architects, designers, builders and homeowners looking for high-quality stone tiles, slabs and surfaces. They partnered with Roundseed to ensure their Google Ads presence was performing at the level their brands deserved.
The result is a fully managed PPC strategy across both accounts, built to maximise performance for each brand individually while ensuring they work together rather than against each other in the same market.
01
– THE APPROACH
BUILDING THE FOUNDATION FOR LONG-TERM GROWTH
Building a scalable Google Ads strategy across two sister brands.
Both Bernini & Zuccari had active Google Ads accounts when Roundseed came on board in 2021. The focus was to strengthen the foundations across both brands, starting with conversion tracking that accurately captured every meaningful customer action, from form submissions and phone calls through to appointment bookings and click-to-call events.
Every optimisation decision was grounded in reliable conversion data.
Both accounts were restructured around tightly themed campaigns targeting specific product categories and search intent. Bernini’s campaigns were segmented across natural stone tiles, porcelain, quartzite benchtops, outdoor stone and wall cladding. Zuccari’s campaigns were structured across tiles, slabs, terrazzo, mosaics and landscaping stone, with dedicated ad copy tailored to each audience and search intent.
An ongoing A/B testing programme was introduced across both accounts and has continued throughout the engagement. Ad copy, headlines, extensions and landing page combinations were continually tested and refined, allowing Roundseed to make data-driven improvements over time. At the same time, keyword strategy was carefully coordinated to ensure Bernini and Zuccari strengthened their individual market positions while avoiding unnecessary competition between the two brands.
02
– THE IMPACT
EXTRAORDINARY RESULTS ACROSS TWO SISTER BRANDS
What improved across efficiency, conversions and long-term growth.
The coordinated strategy delivered substantial improvements across both brands. By combining accurate tracking, ongoing optimisation and careful management of two separate Google Ads accounts operating in the same market, Roundseed helped Bernini and Zuccari generate more enquiries at a significantly lower cost while improving overall campaign efficiency.
82% To 95.6% Lower Cost Per Acquisition
One of the most significant improvements was cost efficiency. Bernini’s cost per acquisition fell from $68 to $12, an 82% reduction. Zuccari achieved an even greater improvement, reducing cost per acquisition from $251 to $11, a 95.6% reduction. These gains allowed both brands to generate more enquiries from their advertising investment while reducing acquisition costs.
504% To 1,583% More Monthly Conversions
Monthly conversions increased dramatically across both accounts. Bernini grew from 27 monthly conversions to 163, representing a 504% increase. Zuccari increased from 6 monthly conversions to 101, a 1,583% increase. Combined, the two brands grew from 33 monthly conversions to 264 per month, an eightfold increase in lead generation performance.
184% To 221% Higher Conversion Rates
Improvements were not limited to traffic and enquiries. Bernini’s conversion rate increased from 1.79% to 5.74%, a 221% improvement, while Zuccari’s conversion rate improved from 0.68% to 1.93%, an increase of 184%. These gains demonstrate stronger alignment between search intent, ad messaging and landing page experience.
More Results Without Increasing Spend
While Bernini achieved its growth without increasing advertising spend, Zuccari delivered its results while operating on 30% less budget than when the engagement began. This demonstrates that the improvements were driven by efficiency and optimisation rather than increased spending.
Four Years Of Continuous Optimisation
The results reflect more than four years of ongoing management, testing and refinement. Rather than relying on short-term gains, the focus was on building a sustainable Google Ads strategy that continues to deliver qualified enquiries and measurable business outcomes over time.
Today, Bernini & Zuccari benefit from a coordinated Google Ads strategy that supports the growth of two distinct sister brands while maximising performance across both accounts. The result is more enquiries, stronger conversion performance and a scalable foundation for long-term growth.
BerNINI
Bernini Stone & Tiles is one of Perth’s most established natural stone suppliers, founded in 1987. With a showroom in Subiaco and a factory and warehouse in Malaga, Bernini offers an extensive range of natural stone tiles, slabs, porcelain, quartzite benchtops, outdoor stone and wall cladding sourced from 12 countries and supported by more than 65,000m² of stock on hand.
ZUCCARI
Founded in 2009, Zuccari is a premium natural stone and porcelain supplier based in Malaga, Perth. With a carefully curated collection of natural stone tiles, slabs, porcelain slabs, terrazzo, mosaics, wall cladding and paving solutions, Zuccari serves architects, designers, builders and homeowners seeking premium surface solutions for residential and commercial projects.