Award-winning design and marketing strategies

Hamilton Billiards have over 40 years’ experience of making, supplying and restoring both antique and hand-crafted tables. Their company specialise in selling bespoke billiard, snooker and pool tables, as well as convertible dual-height diners to order, according to customers’ requirements.

Hamilton Billiards required a responsive e-commerce website built on the Magento platform, designed uniquely around their brand identity and user experience. When they first contacted Ad Lab they already had a company website, however, it was non-responsive, and it was losing traction within Google.

As a solution, Ad Lab created a bespoke well-structured website design, and a coherent architecture/site map with search engine optimisation in mind in each category page, url structure, page title, H1 header and body copy. The website produced is fully-responsive, highly intuitive to use with a load speed of under one second per page.

In 2015, Ad Lab won Gold in the Creative and Marketing category at the Hertfordshire Digital Awards (HDA) for Hamilton Billiards’ website and overall marketing strategy.

Project breakdown

Website design

Ad Lab produced custom designs for the Hamilton Billiards’ website focusing on user experience, simplicity, being intuitive, mobile-friendly and incorporating Hamilton Billiards heritage and brand identity with the various tones of green and brown.

Website development

We skinned bespoke designs on the Magento platform for the homepage, category page, product page, shopping cart, plus additional pages, such as exporting tables for overseas customers, Hamilton Billiards restoration services, interior design, showroom, testimonials, terms and conditions, gallery with previously sold tables, about us, useful information about types of tables, pdf sheets of colour sample sheet, table care information, among various other pages.

In addition to this, we configured the payment gateway and migrated 2,250 products from the company’s previous website, setting these up on the system with their specific images and then assigned to their relevant categories.

Additional bespoke development: Pool table customisation

We created a pool table customisation system, which allows customers to choose size, finish, cloth colour, mechanism, delivery and installation options. The key feature of this bespoke development is that it allows customers to view the final product according to their customisation requirements. Depending on the specific pool table the options will vary.

For example, in the “UK Pool Tables” category page, if the customer chooses the “Supreme Winner Pool Table” they have the possibility to choose a 6ft, 7ft or 8ft table, with a variety of finishes, such as Black Pearl finish or an Amberwood (high gloss) finish and the choice of a black, blue, burgundy, green, purple or red coloured cloth. This product is available as coin-operated, electronic or free play. And finally, the delivery option enables the customer to self-assemble the product or have it delivered to either the ground floor or upstairs/downstairs.



After building the website, we launched the relevant measurement on site and undertook a series of marketing campaigns. We used Google Tag Manager to add website tags, including a series of tags across key sections of the website. This includes live chat support, submission of the contact form, submission of the request a quote and account registration.

Using Google Analytics, we assigned these tags to various goals, allowing us to report on a monthly basis these key performance indicators (KPI) to the client.

We initiated three main campaigns: firstly, a pay per click (PPC) marketing campaign, in which we placed bids on keywords that our target audience would use when searching for specific products, this predominantly included snooker, pool and convertible dining tables.

The paid search allows us to open the flood gates of traffic to the Hamilton Billiards’ website, since we have the relevant tracking on site we are able to see what keywords are best converting for us in terms of hitting those KPIs.

Secondly, within Google AdWords we targeted specific tables that Hamilton Billiards have, such as “full size snooker table”, “convertible snooker table” or “handmade snooker table”. As an example, for the keyword “snooker tables” their previous website ranked on page 7. Now, we have managed to secure on page positioning for this keyword and a variety of other highly searched keywords.

We took a measured approach to our media spend by pulling back on keywords that were not converting and pushing keywords that had high conversion rates. Also, we created a granular level of categories that highlighted the high conversion keywords, leading us to take a customer centric approach towards optimisation of the website and overall SEO strategy.

We also helped to optimise their Google Places account by embellishing the description and adding a variety of unique images.

The aim of the game is to get as much real estate coverage of the first page impression for these highest converting keywords. This marketing strategy is continuously changing however, our goal is for our client to be ranking in the first place in Google Shopping, organic search and Google Places, therefore this strategy needs to be further optimised.

As part of our strategy we have been working alongside the owner to register their global trade item numbers (GTINs) for the various handmade snooker tables at Hamilton Billiards. Registration of the GTINs has allowed us to submit these products into the various market places and media channels, such as Google Shopping and Amazon.

With this measurement in place, we were able to create educated forecasts with our marketing budgets going forward providing the client with full transparency as to what we are doing and what the client is getting from the campaigns.

Feed management

Ad Lab established the relevant product feed management by taking the product export from the website, enhancing the products’ descriptions, titles and other various fields within the product export. Furthermore, we passed this data through to a variety of media channels.

On-page SEO strategy

By understanding the keywords that trigger the conversion of products on the website, Ad Lab was able to use these keywords to optimise the page titles, H1 headers and body copy of the categories and products pages.

Off-page SEO strategy

In order to enhance credibility of the website, as well as category and product pages, we undertook a boutique outreach campaign. For this campaign, we created guest blog posts to be published in blogs with a high domain authority and a high citation flow for the keywords that we want Hamilton Billiards’s products to rank for. Further to this, the sites that we sourced need to have a strong readership, social signals, decent trust flow and preferably to be located in the United Kingdom. Moreover, this campaign included directory links, paid articles, forum entries, and a variety of other white hat link building techniques.

Website maintenance

To ensure Hamilton Billiards’ e-commerce store is kept accessible and running 24 hours a day, 7 days a week, our support team are alerted when any issues may occur and will safeguard the website from any downtime.

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Don’t just take it from us! Read what the owner of Hamilton Billiards said about us!

“David’s enthusiasm is infectious and results outstanding! We’re particularly impressed with the feed management service which has opened us up to new customer via Amazon and Google shopping. “

– Ian Musk 

Owner – Hamilton Billiards

© 2019 Advertising Lab Ltd
Company number: 10775151