Bristol & Avon Group wanted to generate high-value service enquiries. We implemented a multi-faceted PPC strategy, focusing on brand protection, targeted prospecting for high-volume keywords in specific locations, competitor targeting, and remarketing to drive quality leads and improve conversion rates.
52
%
YOY Increase in Conversion Rate
19
%
YOY Decrease in Cost per Lead
The Challenge
The primary challenge that they were facing, and the main objective we were given was: to drive high-value enquiries for aggregate, much awat and land remediation services. There weren’t 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 the 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 those companies.
Our Strategy
01. Protecting Brand Equity
We ran brand-focused campaigns to ensure Bristol & Avon Group remained the top choice for relevant searches, preventing competitors from capturing that brand-related traffic.
02. Geo-Targeted Prospecting
We targeted high-volume, location-specific keywords like ‘muck away lorry Bristol’ and ‘aggregates Bath’, focusing on areas along the M4 corridor to attract relevant leads.
03. Competitor Targeting
By bidding on competitor terms, we captured potential customers exploring alternative providers, redirecting them to Bristol & Avon Group’s services.
04. Effective Remarketing
We re-engaged users who visited the site but didn’t convert and previous converters to maximise lead generation and nurture high-value opportunities.
The Results
0
YOY increase in Conversion Rate
0
YOY decrease in Cost per Lead
