Starting the consultancy in 2016, Ben had relied on word-of-mouth (referrals) for new sales enquiries but had become frustrated with the speed of growth under this strategy. Now, he wanted to control the velocity and volume of inbound sales leads so he could control the rate at which his business grew.
Looking through Google Ads, exporting the existing keyword data and building pivot tables enabled us to discover what had worked, what hadn’t and what potentially could work better with some tweaking.
Combing the data from Google Ads with Google Analytics provided more insights. Together, we could see which keywords brought the highest quality traffic and what content they reviewed when arriving on the business website.
After a long Zoom, everyone agreed with the new strategy, and we swiftly set about the execution side of things.
The downside was that the conversions were 50% more expensive than the amount specified in the original brief. Over the first two months, our team optimised the account, taking time to exclude the keywords responsible for generating the more expensive enquiries. Over time, we also collected enough data to introduce demographic-based targeting, resulting in a campaign that continued to gain accuracy and efficiency every month.
The campaigns continue to benefit from ongoing optimisations, and the business has grown exponentially. The service area is now broader, covering the majority of the UK, and the team has grown to encompass various disciplines such as administration, sales and additional specialist consultants.