Stephanie Caldecott, Marketing Director at Circus PPC, shares an insight into the company’s recent rebrand, its work with furniture businesses and why implementing a scalable PPC strategy is key in the furnishings sector.
Circus PPC provides specialist Pay-Per-Click (PPC) services for home brands, helping homeware, home improvement, and home & garden businesses thrive in competitive online spaces. “Whether you’re selling home décor, DIY tools, garden furniture, lighting, soft furnishings, or home services – we know how to turn browsers into buyers with smart, scalable PPC campaigns,” Steph said.
Delivering more than just clicks, Circus has over a decade of experience running high-performance campaigns, creating PPC strategies designed to scale, convert and deliver long-term growth, with the furnishings market a particular area of expertise. But more on that later.
Before diving into the work Circus provides its clients, the business has its own news to shout about, having recently concluded a rebrand journey to better reflect its growth, service and ambition. “The rebrand felt like a natural and necessary step for us,” Steph revealed. “Over recent years, Circus has grown significantly – our team has expanded, our capabilities have deepened and our service offering has evolved well beyond where we started as a PPC-only agency.
“Our old brand no longer reflected who we are or the work we’re delivering. The rebrand includes an updated logo and a fully refreshed visual identity, which is now live across our website, social channels and all marketing materials. It was time to ensure that how we look matches how we actually operate.”
The rebrand also creates a stronger platform to communicate all its offerings, which include integrated paid media strategies across multiple channels, not just PPC. “As we continue to grow and attract ambitious brands, having a brand identity that reflects the quality and breadth of our work is important,” Steph continued.
“It also supports our team’s pride in what they’re part of. When your image matches your reality, everything from new business conversations to recruitment become more straightforward and intentional.”
As Steph mentioned, and alongside the rebrand, the business has expanded with the launch of its dedicated Paid Social department – another area of growing demand – which is led by Caitlin Dillon, who joins the company from Journey Further.
“This investment reflects the growing demand from clients for joined-up, multi-channel paid media strategies rather than siloed channel execution,” Steph explains. “Looking ahead, we’ll continue to scale our team and deepen our sector expertise – particularly in areas like homeware and home improvement, where we’ve seen strong client growth.”
It’s in this sector, amongst others, that Circus excels. “The homeware and furnishing space has been a real area of focus for us,” Steph continued. “We’ve had the pleasure of working with some brilliant brands in this space, including Trade Furniture, Sofas & Stuff, Mattress Online, Tile Giant, Furniture.co.uk, and Miele, among others.
“Across these clients, we’ve tackled some of the sector’s toughest challenges – from rising cost-per-clicks (we’ve seen CPCs increase by as much as 22% year-on-year across our homeware client base) to aligning paid advertising with real-time stock levels.
“We’ve been helping these brands cut wasted spend, improve ROI and build smarter, more scalable PPC strategies. We also recently joined the Big Furniture Show platform, which has been a great way to connect with more brands in this space.”
With an expertise in the PPC field, especially in the furnishings sector, Steph added that now is the time to implement such a strategy and tackle the unique set of challenges furniture and homeware brands face. These include long buyer consideration cycles, high-ticket products with mixed margins, seasonal peaks, supply chain disruption and intense competition from both global retailers and niche DTC brands.
“We’ve built genuine expertise in navigating all of that. Our approach is built on three core values: Results, Relationships and Expertise. We work closely with in-house teams to become a genuine extension of the brand – not just a supplier sending monthly reports.
“We offer proactive optimisation, transparent reporting and the kind of deep sector knowledge that means we’re already thinking about the problems you haven’t flagged yet. And if you want to see what’s possible before committing, we offer a free PPC audit.”
With the rebrand firmly set in place, Circus has experienced a positive response and remains clear on its future ambitions – to continue growing as an agency, cement its position as genuine thought leaders in the paid media space and to keep delivering on its defining values as previously highlighted.
“We’re also continuing to develop and grow our Paid Social offering, which is already gaining real momentum,” Steph added. “We’re proud of what we’ve built, energised by where we’re heading and always open to conversations with homeware brands who want a performance partner that’s as invested in their growth as they are. Get in touch today.”
