Flocon
Case Study

Flocon is a Welsh B2B supplier of industrial pipeline products, supplying valves, pipes, fittings and associated trade products to customers across the UK. Operating from a trade counter in Pontypridd alongside a nationwide Shopify store, they stock products from more than 200 suppliers, serving professional tradespeople and industrial buyers.

The Brief

Young & Digital manages Flocon's paid media strategy alongside the data infrastructure that powers it. This includes Google Ads, Microsoft Advertising, Google Shopping, server-side conversion tracking, product feed optimisation, audience strategy and ongoing conversion rate optimisation.



Rather than treating paid media as a standalone service, we work closely with Flocon through an ongoing retainer, reviewing performance every two weeks and continually refining strategy to maximise profitable growth.

THE CHALLENGE

Flocon's objective wasn't simply to increase revenue — it was to grow profitably.

With thousands of industrial products sourced from over 200 suppliers, the business faced the challenge of managing inconsistent product data, missing identifiers and a highly competitive marketplace where professional buyers compare both price and availability.



Traditional ROAS reporting wasn't enough. Success needed to be measured on profitability, ensuring every advertising pound generated genuine commercial return rather than simply increasing sales volume.

Our Approach

We rebuilt the account from the ground up, starting with accurate measurement before optimising campaign performance.

Key elements of the project included:



• Server-side conversion tracking through ProfitMetrics
• Profit-based bidding using Profit on Ad Spend (POAS)
• Google Ads and Microsoft Advertising management
• Performance Max, Shopping, Search and Dynamic Search campaigns
• Google Merchant Centre optimisation
• Product feed auditing and AI-assisted product title optimisation
• Customer Match audience strategy using Shopify data
• Ongoing CRO recommendations for the Shopify store
• Regular strategic consultancy and bi-weekly performance reviews

Rather than relying on automated campaign management, every optimisation is tested against commercial outcomes, ensuring the advertising platforms optimise towards profit instead of revenue alone.

Results & Impact

The strategy has transformed paid media into a scalable, profit-focused growth channel.

Advertising investment increased steadily, while both revenue and profitability grew significantly faster.

Key Results

May 2026 (Year-on-Year)

June 2026 (Year-on-Year)

By focusing on profit rather than revenue alone, every pound invested now works substantially harder than it did a year earlier. The account consistently delivers within agreed monthly budgets while providing Flocon with reliable commercial insight through accurate, server-side measurement.



The partnership continues through ongoing optimisation, strategic consultancy and continuous testing to identify new opportunities for sustainable, profitable growth.

Trusted by D2C brands across the UK, Europe and beyond.

Our clients stick with us because they understand what’s happening, why decisions are made, and where performance is heading, no smoke and mirrors.