We checked 20 UK showroom websites this week. Two thirds have no page answering the question every stove owner is now googling. The ones that do have it buried in a blog, with nothing capturing the enquiry. We build the page that does, and the Meta and Google ads that put it in front of them.
sales growth in under three months for Fireplace Warehouse, a fireplace and stove showroom, on this system.
The Mayor of London has asked Government for powers to restrict solid-fuel burning in parts of the capital. The Stove Industry Association has responded that open fires, older stoves and modern Ecodesign stoves are very different things, and that domestic particulate emissions have been falling for years.
Your customers didn't read the SIA response. They read the headline. So they're searching: is my stove being banned, is it still legal, do I need to replace it. And when they land on most showroom websites they find a product catalogue and a phone number.
One system, built and running inside 30 days. Answer the question in the open, then ask for the enquiry — the same structure that works on our South African showroom pages. This is the form your customer sees:
Tell us what you've got. We'll tell you where you stand — no obligation.
One dropdown — open fire, pre-2022 stove, Ecodesign stove, not sure — sorts an upgrade lead from a service lead before anyone picks up the phone. Postcode flags Smoke Control Areas.
Meta and Google campaigns with hooks that mirror what people are searching: "Is your stove on the wrong side of the new rules?" Matched to the page, so nobody clicks and bounces.
Plain-English answers to the six questions people are actually searching: is my stove being banned, what is a Smoke Control Area, open fire vs pre-2022 vs Ecodesign, what can I legally burn, do I need to replace it, what will it cost. Nothing gated. The enquiry form sits underneath, where they'll reach it having already got value.
Upgrade: Ecodesign range, part-exchange or removal, HETAS-registered installation. Keep compliant: service, sweep, Ready to Burn fuel, correct-use guide. The second button catches everyone who reads the answer, feels reassured and would otherwise have left — and it hands you next season's upgrade list.
Every enquiry stored in Online Optimizr, sent to Meta and Google as a real conversion, and delivered to your inbox with an urgency flag. Open fire plus a Smoke Control Area postcode means call first.
Readers who didn't enquire see the FAQ answers again. Enquirers see the upgrade offer. Past customers see the service and sweep reminder before winter.
Fireplace Warehouse came to us with ads running and no reliable picture of what they produced. We rebuilt the tracking layer, aligned high-intent Google search with localised Meta campaigns, fixed Maps visibility and moved lead delivery onto Online Optimizr.
"Our online presence has grown dramatically, leading to a 93% increase in sales in just under three months. He understood our vision from the very beginning and delivered beyond expectations." Zenelle, Fireplace Warehouse — Google review
Online Optimizr is our own lead platform. Leads are stored before anything else happens, conversion events fire server-side, and the numbers in your reports are the numbers in your inbox.
You own the ad accounts, the pixel and the data. Always.
The monthly fee depends on channels, number of locations and creative volume. Landing page and ongoing website work are included; full site rebuilds are quoted separately from £2,500. Minimum ad spend £2,000 a month, paid directly to Meta and Google from your own accounts.
Social Media Shop is a performance marketing agency founded in 2016. We work almost exclusively with home-improvement showrooms and trade suppliers: fireplaces, stoves, kitchens, bathrooms, gas, in South Africa, the UK and the US.
We know what HETAS registration means to a customer, why Ecodesign is a selling point and not a threat, and how Smoke Control Areas change the conversation in Greater London versus rural Shropshire.
We work UK hours. You get one point of contact, a shared reporting dashboard and a WhatsApp line.
Then the funnel still works. The compliance check captures people who are thinking about their stove. That's buying intent whether or not a rule arrives. The headline is the hook, not the strategy.
No. Month-to-month with 30 days' notice, billed in advance. The build fee is one-off, so if you stop after three months you've paid for three months.
You do. We work inside your Meta and Google accounts as a partner. If we part ways, everything stays with you.
Tracking and page are usually live inside two weeks. First enquiries typically follow within days of launch.
Don't, yet. Run the free tracking audit. If your current setup is counting leads correctly, you'll know. If it isn't, you'll know that too — and you can take the findings to whoever you like.
Yes. Retainers scale by location and each site gets its own postcode-specific page and lead routing.
Two pages, plain English, built from public data plus one test enquiry on your site. Delivered in 48 hours. No call, no obligation. We only follow up if there's something worth fixing.
Website and email. That's all we need.
Go to the audit formNot ready for the audit? Use the WhatsApp button in the corner and ask for the Fireplace Warehouse case study.