Our cost per lead from Google Ads has fallen from around £25 to £11 while the actual amount of leads has doubled. Display advertising costs have dropped from around £2.50 per click to now only £0.08 per click. Overall, our total cost per lead is down from £50 to £8 which is incredible.
Established in 1993, Bristol & Avon Group is one of the South West’s leading suppliers of aggregates, muck away and land remediation services.
They’ve played a massive part in the extensive regeneration of Bristol and surrounding areas, but like every successful business, they wanted to find out how they could further grow their business via digital marketing.
Bristol & Avon Group tasked us with one main objective – to drive high-value enquiries for aggregate, muck away and land remediation services.
We were not tasked with any specific KPIs around cost per lead or volume of leads, so we created our own to ensure our team always had goals to work towards
- Lowering cost per lead by 10% YOY
- Improving conversion rate by 10% YOY
We knew that Bristol & Avon Group only wanted enquiries for projects worth £200,000 or more – so our challenge was to find a way to target commercial/industrial companies looking for the aggregate, muck away and land remediation services Bristol & Avon Group provide.
Bristol and Avon Group only wanted to generate leads within the South West – and more specifically along the M4 corridor from Exeter up to Birmingham.
With our objectives in place, we proposed a multi-faceted PPC strategy which would combine brand, prospecting, competitor and remarketing campaigns:
- Brand: Bid on brand terms to try and keep competitors bidding on brand terms at bay
- Prospecting: Target users searching for generic high-volume keywords such as “aggregates” and “muck away lorry” in specific geo-located areas along the M4 corridor.
- Prospecting: Target users searching for generic keywords in specific locations (e.g: “muck away lorry bristol, “aggregates bath” and “skip rental Exeter”).
- Competitors: Target users searching for competitors
Remarketing: Retarget previous converters and users who had visited bristolandavontransport.co.uk but not converted
“Since we started working with DNRG in January 2019, we have seen a fantastic improvement in the performance of our PPC activity. 2022 has been our best year to date, but even during the pandemic DNRG helped us to ensure that business remained strong, and the leads kept coming in. We highly recommend Nikki and DNRG to any business looking to expand their business through PPC.” – Gemma Berkely | Marketing Manager @ B&A Group
This case study won The Best Local PPC Campaign at the 2022 UK Search Awards
The team at Digital NRG have been fantastic to work with. They worked hard with us to understand our business before providing a detailed strategy. Once implemented we saw some quick wins. The regular face to face reviews means we can continue to develop and identify opportunities. As a company they are truly one in a million.
We were first introduced to Digital NRG shortly before lockdown. The team at Digital NRG came to see us and really took time to understand our business and what we were looking for with the website and the ongoing SEO support.
In relation to the SEO, Digital NRG nailed what was required and pretty much as soon as we went live, we were getting enquiries through the website. I can’t recommend Jack and the team at Digital NRG highly enough, they really are great to work with.
The work they [DNRG] have done has been a transformation to the business. As a company we have moved online and we are continuing to grow month by month with our online sales. Having started on SEO, they now manage our Google Shopping & Ads since they are always looking to improve the way we get new customers. Year on year, we’ve seen conversion rates increase from 0.85% to 6.05% and their ongoing support and communication is exceptional.
After being introduced to Ian from Digital NRG I knew this was the guy we were looking for to advance our SEO campaign and grow our presence online. Ian and Alex have quickly proven their knowledge in their field which is 2nd to none, proving not only with huge growth in traffic but also there to help with other duties online that may require further in-depth knowledge. These guys are super easy to work with a friendly approach. They are there to support the growth of the business at hand.
A very professional and thorough service with attention to detail, Kian is very easy to work with and is constantly feeding us with information and results of our campaign. Kian goes out of his way to inform us of the latest news and recommendations wherever possible. We feel this service is a vital part of our business and would highly recommend it as a great investment
The work carried out by the DNRG Social team has certainly helped us grow as a business and they have driven an exceptional amount of leads since the campaigns went live. Andrew, Rob and the team are very easy to work with and nothing is too much effort for them.
We have been working with Digital NRG now for a number of years and they have been excellent. We recently have had a new main website built which is fantastic and a second one developed for our new home lift department. The service provided is first class and we look forward to working with you for the years to come as we grow as a business.
I’ve worked with DNRG for several years now, and I’d recommend them in a heartbeat. They manage our full digital activity, from Google Adwords and social media remarketing to SEO, CRM management and email marketing; and they do so for several other brands across our wider group of companies too. We get the majority of our leads from our work with DNRG. They work closely with us to understand our customers and our business, and they consistently keep us up to speed with the latest market insight and best practices for our website. They are experts in their field and our internal teams could never keep at the forefront of digital marketing like they do. The team are a pleasure to work with, down to earth, and explain everything in a simple but expert way. They are a trusted, critical extension of our team.
Digital NRG are fantastic to work with. They have experts in every aspect that makes up your entire digital and online world. Great team communication and very good when translating into a language and a level that us mere mortals understand. They’re very careful with your budget and very quick to react when one direction isn’t quite working. Always keen to make sure you’re getting good value for money. I can’t recommend them highly enough.
‘At The Aerial Man, we specialise in aerial and satellite installations for residential and business customers to receive Freeview and Freesat. We also now offer CCTV and Wifi installations. Working with the team at DNRG, we have established a great presence in the region and have found the best way to communicate with both our new and existing customers.
The DNRG teams are my friends and supporters. They never talk down or throw jargon at me and they are always happy to help. DNRG have some great new products on offer which should improve the way we communicate without customers that we plan on taking up, and we have a very exciting project in the works with them.’
The DNRG team has worked closely with us to understand our business and wide range of products, and this has been reflected within our keyword rankings and the growth of our organic and PPC revenue over the past year. Their communication is brilliant, and they are genuinely a lovely bunch to work with.
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