Howden Joinery Protects Lead Quality
and Maximises Efficiency CHEQ
The Challenge
Howdens is the UK’s Number 1 Trade Kitchen Supplier, supplying fitted kitchens to trade customers from over 850 depots throughout the UK. To support the depot network, a key role of digital marketing is to generate high-quality kitchen design appointment leads.
Tom Edwards, Senior Performance Marketing Manager, who leads acquisition across paid media, SEO, and organic channels, drives a multitude of inbound leads every week. Trust is critical. Maintaining lead quality helps ensure marketing investment translates into meaningful customer engagement and measurable business outcomes. The challenges that Howdens had to tackle:
- There was no reliable way to understand whether paid for clicks were genuine.
- Protect budget from invalid traffic and bad actors.
The Solution
With CHEQ in place, Tom and his team gained visibility that ad platforms alone could not provide. Quarterly reviews delivered clarity on where fraudulent clicks were coming from, broken down by channel and campaign. Invalid traffic was blocked before it could drain spend or distort performance data.
CHEQ ensured that traffic entering the funnel was human, relevant, and commercially viable, increasing the likelihood that each enquiry could convert into real business.
CHEQ also helped Howdens to maintain lead quality as they tested new advertising tools across Google and Meta. Cheq ensured that the optimisations were based on clean, trustworthy data.
- 21.1% paid media budget was protected from invalid traffic
Product used:
“I’ve got peace of mind knowing CHEQ is working in the background, helping to ensure our media spend delivers maximum value.”
About Howden Joinery
Howden Joinery is the UK’s leading trade-only supplier of kitchens, joinery, and hardware, known for its efficient, local depot model that serves trade professionals across the UK and Europe, offering in-stock products, free kitchen design services, and a focus on quality and sustainability.
