How I Increased Lead Generation by 38% in 60 Days For An Auto-Repair Company in Bedfordshire

My client needed a PPC Specialist to provide day-to-day management of their Search & Shopping campaigns, which they were outsourcing to a Digital Marketing Agency at the time. I started taking over the management of the accounts by conducting an audit of the search and shopping campaigns and developing a strategy to strengthen their results page presence. Within the first 60 days we’d seen a dramatic improvement in results with new enquiries increasing by 31% over that period compared to the same period prior.

Bedfordshire PPC Client

My client is a clutch and gearbox specialist in Arlesey, Bedfordshire specialising in repairs and offering original replacements when needed. They also boast an eCommerce presence where they sell original equipment parts and repair kits around the country. The company makes use of three separate websites to conduct business. A clutch-focussed website for clutch repairs, a gearbox focussed website for gearbox repairs, and their main branded website for sales. 

PPC Challenges

This client had their Google Ads accounts managed by the same marketing agency for several years and things had gotten a little bit stale. The campaigns had gone through several evolutions which had resulted in better results each time, but active management seemed to have slowed down and enquiries were slowly losing enquiries over time. It was important to get a grasp of where the campaigns were and what quick actions I could take to improve metrics, so I opted for the PPC Audit approach to start. 

Lead Generation Strategy

The audit proved to me that the campaigns were not performing that bad and actually all they really needed was some care and attention. I developed a list of actions to complete which included keyword management, advert updates and creation, audience research, budget management, and more. This had an immediate effect and we saw leads increase by 100% in the first 7 days whilst bringing down the cost per conversions by 32.3%. 

During the audit, an opportunity was discovered to capitalise on an area of their services which hadn’t been given much of a chance previously. I quickly prepared a campaign for this and adjusted a landing page to increase relevance to the user. 

My attention then turned to the Shopping campaign which was unfortunately not profitable. Through the Merchant Centre we identified a series of products with sub-optimal listings which I could then work through methodically to ensure best practice was being used. By making the products follow Google guidelines in a better way, we enhanced our chances in the auction and started to see more traffic to the site. 

As the accounts had been left for a while, there had been no attempt at setting up a Performance Max campaign. This was something I was certain would improve results for the eCommerce side of the business.

Very soon after setting it up the data spoke for itself; the Performance Max campaign started to produce a Return on Ad Spend of over 6x whilst the existing shopping campaign performed at less than 2x. 

Customer Testimonial

"Carl has been fantastic and has delivered excellent results for our Google Ad campaigns.

After leaving our previous marketing company due to ever decreasing performance, Carl within a matter of weeks restored our campaign to its previous level, to then get it to a level we have never previously seen. Our ROI on the current campaign including the Google spend is around 500%.

Communication is great with updates weekly on all areas of the campaign.We will continue to highly recommend him for all Google Ads & analytics services."

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