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---
description: El Mundo del Papel Pintado combines Ads results, organic traffic and B2B enquiries. Google Trends provides a calendar of category interest in Spain.
title: Mister Ads: SEO, Google Ads and wallpaper retail margins
image: https://elacelerador.es/images/social/v1/wallpaper-margins-search-mister-ads-retail-growth-case-1fd37f97a24099d20659f4945acafe05.jpg
---

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# Wallpaper, margins and search: Mister Ads' retail growth case

Mister Ads reports 13% more Google Ads revenue, 17% higher channel net margin and four times as many professional enquiries. The catalogue and material-buying journey explain…

By [Marian Vasile](https://elacelerador.es/en/author/marian-vasile/) 18 October 2026 at 13:50 CEST 13 min read [ Add as preferred source ](https://www.google.com/preferences/source?q=elacelerador.es&utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es) 

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![Hands applying textured wallpaper beside a window](https://elacelerador.es/images/variants/v1/wallpaper-margins-search-mister-ads-retail-growth-case-hands-applying-textured-beside-w1280.webp) 

 Wallpaper installation beside a window. Archive photograph taken on November 12, 2019\. Framing and size adapted. Photo: [Pamputt / Wikimedia Commons · CC BY-SA 4.0](https://commons.wikimedia.org/wiki/File:Pose%5Fde%5Ftapisserie%5F03.jpg?utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es) 

**In this report** 

1. [Four results attached to different commercial tasks](#article-section-four-results-attached-to-different-commercial-tasks)
2. [A catalogue serving home purchases and professional projects](#article-section-a-catalogue-serving-home-purchases-and-professional-projects)
3. [Google Ads focuses on searches with purchase potential](#article-section-google-ads-focuses-on-searches-with-purchase-potential)
4. [SEO works on the offer that stays on the website](#article-section-seo-works-on-the-offer-that-stays-on-the-website)
5. [A sample moves the decision from a screen to a material](#article-section-a-sample-moves-the-decision-from-a-screen-to-a-material)
6. [An order also has a timetable and a payment method](#article-section-an-order-also-has-a-timetable-and-a-payment-method)
7. [Google Trends supplies a category-interest calendar](#article-section-google-trends-supplies-a-category-interest-calendar)
8. [Who's who and how to read the figures](#article-section-who-s-who-and-how-to-read-the-figures)

2 figures 
* [Three percentage changes reported in the case](#article-figure-1)
* [Search interest in Spain: papel pintado](#article-figure-2)

[Download data (CSV)](https://elacelerador.es/en/download.csv?article=%2Fen%2Fcases-and-research%2Fmister-ads-wallpaper-seo-google-ads-margin%2F) 

Chart values, table cells, source references and the report revision date.

[El Mundo del Papel Pintado](https://elacelerador.es/en/company/el-mundo-del-papel-pintado/)  increased revenue generated through [Google](https://elacelerador.es/en/company/google-company-43a3948c/)  Ads by 13% and the channel's net margin by 17%, according to the case published by [Mister Ads](https://elacelerador.es/en/company/mister-ads/)  on Aug. 12, 2026\. The agency also reports that enquiries from business customers quadrupled and organic search traffic rose by 40%. 

The story combines two ways of selling within one decorating retailer: an order placed by an individual and an enquiry from a business or a trade professional. Mister Ads worked on Google Ads and organic search together, paying attention to search queries, the quality of visits and the commercial opportunities those visits generated. 

That approach has a specific connection to the product. Wallpaper is chosen for its appearance, but the material, its colour inside a room and delivery arrangements also matter. El Mundo del Papel Pintado's current website offers samples and distinguishes available stock from products ordered for manufacture and customised items. The commercial journey continues well beyond the first click. 

The August case describes acquisition work and its reported results. The catalogue and purchasing conditions consulted for this article provide context about the business receiving those visits. Together, they explain why a search strategy for this retailer has to accommodate different decisions: discovering a wallcovering, examining it physically, buying it or starting a professional enquiry about a project. 

## Four results attached to different commercial tasks 

Revenue brings the discussion to sales associated with paid acquisition. Margin adds what remains from that activity, while professional enquiries describe opportunities to establish a commercial relationship. Organic traffic concerns visitors arriving through search results. The case presents them as distinct indicators, although each belongs to the retailer's wider digital growth project. 

The data behind the story 

### Three percentage changes reported in the case

Mister Ads reports these results for El Mundo del Papel Pintado: Google Ads revenue and channel net margin, alongside organic SEO traffic. Each bar represents a different indicator.

 Reported change 

change (%)

Tap or hover for details. All values are also available in the data table.

Expand notesCollapse notes 

**Source:** Mister Ads: El Mundo del Papel Pintado case

Separate indicators reported in the agency publication of Aug. 12, 2026\. The changes are not added together. B2B enquiries are expressed separately as a fourfold increase.

Explore the data table 

Scroll left or right to see all columns 

__Three percentage changes reported in the case (change (%))__
| Category               | Reported change |
| ---------------------- | --------------- |
| Google Ads revenue     | 13 change (%)   |
| SEM channel net margin | 17 change (%)   |
| Organic SEO traffic    | 40 change (%)   |

B2B enquiries matter in a shop that explicitly serves individuals and professionals. An enquiry begins a conversation about a product or project; an order formalises a purchase. Keeping both journeys in view explains why the case reports professional contacts alongside advertising-channel figures, rather than treating every commercial interaction as the same type of conversion. 

## A catalogue serving home purchases and professional projects 

The online shop  presents wallpaper, paintable papers, wallcoverings, fabrics, rugs, mouldings and cornices. Its offer includes collections from different brands and expressly addresses private customers and professionals. The catalogue consequently brings together materials and other elements that can contribute to decorating an entire space. 

The specialist wallpaper category  organises selection by room, material and style. It proposes nonwoven or textured wallpaper for bedrooms; for kitchens and bathrooms it highlights vinyl for moisture resistance and ease of cleaning. Living rooms range from large murals to plain designs, while hallways and entrance areas bring frequent use of the space into the selection criteria. 

Each entry addresses a different purchasing need. Someone decorating a bedroom may begin with the atmosphere they want to create; someone choosing for a kitchen also has to consider how the surface will be used. The category brings both considerations into the same offer. Design attracts attention, while suitability for the room helps narrow down which products deserve further comparison. 

The retailer explains four material families: vinyl, nonwoven or TNT, textured or fabric-effect, and paintable wallpaper. It presents nonwoven material for its ease of installation and textured finishes for visual warmth. Paintable wallpaper addresses customers wanting to change colour over time while retaining the paper. These differences give a specialist acquisition page concrete information to provide before an order is placed. 

Style offers another way through the range. The website associates Nordic decoration with soft colours and simple geometry; classic designs with damask, relief and texture; boho and exotic looks with floral, tropical or ethnic motifs; and minimalist or modern decoration with plain, linear and concrete-effect finishes. That organisation lets someone begin with an aesthetic intention and then consider the room and material. 

Identifiable manufacturers also appear, including Caselio, Rasch, Coordonné, Sanderson and Morris & Co. The page says it works with established brands and offers technical advice. A manufacturer's reference adds precision to a choice that may have begun broadly: the buyer moves from imagining a wall to recognising a collection and an individual product within the catalogue. 

For a professional, the decision also involves the planned work and the quantity of material. An individual may be choosing for a room at home. The retailer addresses both audiences with an organisation that allows them to look by space, finish or manufacturer. That structure supplies context for the professional enquiries in the Mister Ads case and for acquiring visits with commercial potential. 

## Google Ads focuses on searches with purchase potential 

Mister Ads describes continuous work on campaign performance, users' searches and the quality of acquired traffic. The agency says that examination directed spending towards searches with greater conversion potential. Its stated focus was to improve the channel's efficiency and its contribution to the growth of El Mundo del Papel Pintado. 

The language of a search matters within a specialist catalogue. A query can open an exploration of designs or bring a visitor closer to a product they already recognise. Destination pages have to connect that intention with an available offer. The case explicitly places the quality of visits within the work, seeking to turn acquired demand into commercial opportunities. 

Attention to the professional segment adds another direction to the campaigns. Mister Ads says it worked to increase enquiries from businesses and professionals in the sector. The reported fourfold increase in B2B enquiries belongs to that specific effort. A visit's commercial relevance relates here to who is searching and what kind of conversation they can begin with the retailer. 

Margin keeps that activity connected to the business. A campaign can generate orders while still requiring attention to their profitability. In this case, the agency chose to present revenue growth and the advertising channel's net-margin improvement together. That pairing places advertising management within the commercial contribution of the sales it helps the retailer acquire. 

## SEO works on the offer that stays on the website 

Alongside Google Ads, the agency developed a strategy to improve the shop's organic presence in searches related to its products and services. The work described covers website optimisation, content and positioning opportunities. The result reported for that part of the project is a 40% increase in organic traffic. 

The information currently published in the category illustrates the intentions that traffic can bring. A selection for a bathroom or kitchen directs a visitor towards vinyl; someone considering a finish can explore fabric-effect material; a project involving future colour changes has an entry through paintable wallpaper. The page connects those needs with a commercial offer without requiring the visitor to arrive having already chosen a manufacturer's reference. 

Product presentation adds another element. The retailer advertises room photographs alongside images of the roll, and physical samples before deciding on colour and texture. The room helps a buyer recognise the decorative effect; the reference and material lead towards the product that can be ordered. This is information for visitors comparing alternatives and for those already looking for a more defined solution. 

Content and catalogue perform complementary tasks here. An explanation of a material answers a question about use, while a product page identifies an article. Continuity matters in a purchase combining visual preferences with physical application. The SEO work described by Mister Ads addresses the shop's products and services; the current offer helps explain the commercial substance behind those relevant searches. 

Mister Ads presents the two channels as complementary: Google Ads captures existing demand, while SEO develops a source of organic visits. The case makes that combination visible while keeping its indicators separate. Organic traffic growth belongs to a different channel from the revenue increase reported for Google Ads, even though both lead visitors towards the same retail offer. 

## A sample moves the decision from a screen to a material 

The currently published purchasing conditions  offer up to three free samples of certain products when the supplier can provide them. The retailer says their purpose is to let customers examine colours and textures before buying the article. The request begins by email, identifying the full wallpaper reference or supplying a photograph, together with the details needed to arrange delivery. 

This creates a specific interaction between digital discovery and purchase. Someone who has found a design can request a physical example before placing an order for the product. The contact already contains information about the customer's interest because it identifies a reference. Commercial support therefore begins with something in the catalogue, rather than an unspecified question about decorating a space. 

Sample availability depends on the supplier. The website says it confirms whether samples can be sent and explains that colour can differ between a sample and a production batch. These are details of choosing a physical material: the appearance wanted for a room has to be considered alongside the reference and the particular supply arrangements for that product. 

The category includes another form of help before ordering: advice on calculating the number of rolls required from measurements and pattern matching. That calculation connects the product with the wall where it will be installed. Choosing a design has to become a quantity of material, and matching the pattern enters the planning of the purchase. The retailer presents this advice as included in the price. 

Support is offered before and after purchase. For the business, that makes a commercial function visible alongside the catalogue: answering questions about suitability, finish and quantity. For someone arriving from search, the page can begin an enquiry already containing the space they want to decorate or the reference they are considering. The contact moves closer to a particular need, whether they are buying for home or working on a professional project. 

For understanding acquisition, this part of the journey supplies a useful distinction. A visit can lead to a sample request and subsequently become a purchase; a professional enquiry can involve obtaining information about a planned order. The business accommodates both movements within its offer. Traffic and contact results become more meaningful when placed beside those specific customer decisions. 

## An order also has a timetable and a payment method 

The purchasing documentation distinguishes standard or retail products from made-to-measure items. Standard products may be held in stock or ordered for manufacture. Customised products are made to a customer's specifications. Availability and personalisation form part of the information accompanying the choice, alongside the design that first attracted the buyer to the retailer's catalogue. 

For standard products in stock, the shop publishes an expected maximum delivery period of 15 business days. Where stock is unavailable or an item is customised, timing depends on manufacture and the particular arrangements stated for the product. That distinction connects directly to decorating projects: choosing an article sits alongside the need to receive it at a time compatible with the planned work. 

The website also allows for partial deliveries or waiting until an entire order is ready. Shipping charges appear during checkout and can vary with destination and promotions. The way items are assembled and received supplies further information within the commercial journey, especially when a customer is coordinating several elements for the same room or professional assignment. 

The conditions say product prices include VAT, with shipping added separately. The price of an article and the cost of receiving an order therefore address two parts of the decision. Checkout brings that information together before the transaction is completed, alongside the delivery choices. This detail matters when reading a case focused on margin: the offer encountered by a visitor ultimately becomes an order with particular supply arrangements. The product information and purchase screen each contribute to explaining what the customer is buying and how it will arrive. 

Seven payment options are published: bank card, Bizum, Scalapay, Google Pay, Apple Pay, PayPal and bank transfer. The conditions tell customers to follow the instructions for their chosen method during purchase. The range accommodates different payment habits within the same shop, from services used on a mobile phone to a transfer from a bank account. 

Completing the purchase also leads to further communication. The published process requires registration and provides for an email confirming the purchase and order details within 24 hours. The invoice accompanies delivery or becomes available in the customer's account. The website therefore connects initial acquisition with an identified order, its confirmation and the documents associated with that transaction. 

## Google Trends supplies a category-interest calendar 

Interest in "papel pintado", the Spanish term for wallpaper, has different points of attention in Spain between autumn 2025 and autumn 2026\. The category context shows a late-August maximum and other elevated weeks early in the year. That calendar accompanies a business in which a search can start with a decorating idea or with a specific need for a material. 

The data behind the story 

### Search interest in Spain: papel pintado

Relative Google Trends indices. 2025-10-19 / 2026-10-10.

 papel pintado 

interest index (0–100)

Tap or hover for details. All values are also available in the data table.

Expand notesCollapse notes 

**Source:** Google Trends

Explore the data table 

Scroll left or right to see all columns 

__Search interest in Spain: papel pintado (interest index (0–100))__
| Category              | papel pintado              |
| --------------------- | -------------------------- |
| 2025-10-19/2025-10-25 | 75 interest index (0–100)  |
| 2025-10-26/2025-11-01 | 69 interest index (0–100)  |
| 2025-11-02/2025-11-08 | 77 interest index (0–100)  |
| 2025-11-09/2025-11-15 | 82 interest index (0–100)  |
| 2025-11-16/2025-11-22 | 73 interest index (0–100)  |
| 2025-11-23/2025-11-29 | 68 interest index (0–100)  |
| 2025-11-30/2025-12-06 | 69 interest index (0–100)  |
| 2025-12-07/2025-12-13 | 70 interest index (0–100)  |
| 2025-12-14/2025-12-20 | 52 interest index (0–100)  |
| 2025-12-21/2025-12-27 | 49 interest index (0–100)  |
| 2025-12-28/2026-01-03 | 64 interest index (0–100)  |
| 2026-01-04/2026-01-10 | 69 interest index (0–100)  |
| 2026-01-11/2026-01-17 | 80 interest index (0–100)  |
| 2026-01-18/2026-01-24 | 85 interest index (0–100)  |
| 2026-01-25/2026-01-31 | 94 interest index (0–100)  |
| 2026-02-01/2026-02-07 | 90 interest index (0–100)  |
| 2026-02-08/2026-02-14 | 80 interest index (0–100)  |
| 2026-02-15/2026-02-21 | 75 interest index (0–100)  |
| 2026-02-22/2026-02-28 | 79 interest index (0–100)  |
| 2026-03-01/2026-03-07 | 93 interest index (0–100)  |
| 2026-03-08/2026-03-14 | 94 interest index (0–100)  |
| 2026-03-15/2026-03-21 | 94 interest index (0–100)  |
| 2026-03-22/2026-03-28 | 82 interest index (0–100)  |
| 2026-03-29/2026-04-04 | 82 interest index (0–100)  |
| 2026-04-05/2026-04-11 | 78 interest index (0–100)  |
| 2026-04-12/2026-04-18 | 74 interest index (0–100)  |
| 2026-04-19/2026-04-25 | 68 interest index (0–100)  |
| 2026-04-26/2026-05-02 | 69 interest index (0–100)  |
| 2026-05-03/2026-05-09 | 72 interest index (0–100)  |
| 2026-05-10/2026-05-16 | 82 interest index (0–100)  |
| 2026-05-17/2026-05-23 | 72 interest index (0–100)  |
| 2026-05-24/2026-05-30 | 57 interest index (0–100)  |
| 2026-05-31/2026-06-06 | 62 interest index (0–100)  |
| 2026-06-07/2026-06-13 | 63 interest index (0–100)  |
| 2026-06-14/2026-06-20 | 61 interest index (0–100)  |
| 2026-06-21/2026-06-27 | 53 interest index (0–100)  |
| 2026-06-28/2026-07-04 | 61 interest index (0–100)  |
| 2026-07-05/2026-07-11 | 64 interest index (0–100)  |
| 2026-07-12/2026-07-18 | 61 interest index (0–100)  |
| 2026-07-19/2026-07-25 | 69 interest index (0–100)  |
| 2026-07-26/2026-08-01 | 71 interest index (0–100)  |
| 2026-08-02/2026-08-08 | 78 interest index (0–100)  |
| 2026-08-09/2026-08-15 | 76 interest index (0–100)  |
| 2026-08-16/2026-08-22 | 89 interest index (0–100)  |
| 2026-08-23/2026-08-29 | 100 interest index (0–100) |
| 2026-08-30/2026-09-05 | 77 interest index (0–100)  |
| 2026-09-06/2026-09-12 | 94 interest index (0–100)  |
| 2026-09-13/2026-09-19 | 80 interest index (0–100)  |
| 2026-09-20/2026-09-26 | 94 interest index (0–100)  |
| 2026-09-27/2026-10-03 | 86 interest index (0–100)  |
| 2026-10-04/2026-10-10 | 84 interest index (0–100)  |

The week of Aug. 23-29, 2026, reaches the series maximum, set at 100\. The week of Dec. 21-27, 2025, records 49\. Early 2026 also contains elevated weeks: Jan. 25-31 reaches 94, while March 1-7 reaches 93\. Attention to the category appears at different points, with a late-summer peak within this particular observation interval. 

## Who's who and how to read the figures 

Mister Ads is the agency publishing the case and describing the Google Ads and SEO work. El Mundo del Papel Pintado is the decorating retailer that commissioned the project. Its current legal notice identifies the website's operator as PAPEL PINTADO ONLINE, S.L., registered in A Coruña's commercial registry. The catalogue serves individuals and professional buyers. 

SEO means positioning in organic search results. In this case, SEM refers to advertising through Google Ads. B2B identifies enquiries from businesses and professionals. The fourfold increase concerns the number of those enquiries, while the 40% figure reported for SEO describes growth in organic traffic arriving from the search channel. 

The 13% revenue increase and 17% net-margin increase are the results Mister Ads attributes to Google Ads. The latter is published as a percentage change, rather than an increase of 17 percentage points in the margin rate. Google Trends uses another scale: 100 marks peak relative interest in "papel pintado" within the Spanish series shown here. 

[Back to top ↑](#article-top) 

## In this article

### Companies

* [El Mundo del Papel Pintado](https://elacelerador.es/en/company/el-mundo-del-papel-pintado/)
* [Google](https://elacelerador.es/en/company/google-company-43a3948c/)
* [Mister Ads](https://elacelerador.es/en/company/mister-ads/)

### Sources and documents

* [Mister Ads: caso de El Mundo del Papel Pintado](https://misterads.es/caso-de-exito-el-mundo-del-papel-pintado/?utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es) · Mister Ads
* [El Mundo del Papel Pintado: catálogo actual](https://www.elmundodelpapelpintado.com/?utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es) · El Mundo del Papel Pintado
* [El Mundo del Papel Pintado: materiales, estancias y asesoramiento](https://www.elmundodelpapelpintado.com/3-papel-pintado?utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es) · El Mundo del Papel Pintado
* [El Mundo del Papel Pintado: condiciones particulares de contratación](https://www.elmundodelpapelpintado.com/content/26-condiciones-particulares-de-contratacion?utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es) · El Mundo del Papel Pintado
* [El Mundo del Papel Pintado: titular de la web y registro español](https://www.elmundodelpapelpintado.com/content/24-aviso-legal?utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es) · El Mundo del Papel Pintado
* Google Trends

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About the author

## [Marian Vasile](https://elacelerador.es/en/author/marian-vasile/)

Marian Vasile is a MarTech and growth professional. His work spans product marketing, SEO, paid advertising and deep online tracking, including behavioral analytics and attribution.

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**In this report** 

1. [Four results attached to different commercial tasks](#article-section-four-results-attached-to-different-commercial-tasks)
2. [A catalogue serving home purchases and professional projects](#article-section-a-catalogue-serving-home-purchases-and-professional-projects)
3. [Google Ads focuses on searches with purchase potential](#article-section-google-ads-focuses-on-searches-with-purchase-potential)
4. [SEO works on the offer that stays on the website](#article-section-seo-works-on-the-offer-that-stays-on-the-website)
5. [A sample moves the decision from a screen to a material](#article-section-a-sample-moves-the-decision-from-a-screen-to-a-material)
6. [An order also has a timetable and a payment method](#article-section-an-order-also-has-a-timetable-and-a-payment-method)
7. [Google Trends supplies a category-interest calendar](#article-section-google-trends-supplies-a-category-interest-calendar)
8. [Who's who and how to read the figures](#article-section-who-s-who-and-how-to-read-the-figures)

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