Google Ads for Skip Hire Company | Case Study

Lydney Skip Hire

Lydney Skip Hire is a waste management company based in Lydney in Gloucestershire. As a company established 25 years ago, they have extensive knowledge and expertise in waste management. Lydney Skip Hire were looking to overhaul their digital presence starting from the ground (website) up with DNRG.

A little background on the company, they work with both domestic and commercial customers offering skip hire, muck away, waste disposal, recycling, scrap metal, topsoil and aggregates at competitive prices.

DNRG designed and developed the website so the next step of the project was looking at how to get the website to market. As our Commercial Director says “There’s little point having a shiny new BMW on the driveway if you don’t put the petrol in it to drive anywhere”.

Lydney Skip Hire Cost Per Lead Case Study


As always – competition. Lydney Skip Hire wanted to get ahead of the market and ahead of competitors. Local competitors were running ads already in their coverage area as well as national players such as 247skips, NatWaste and Nationwide Services.


In order to capture the entire market, we built both geographic targeting campaigns (only serving ads in the coverage area of Lydney) and national campaigns that use location specific keywords. With this method, we can make local ads hyper-targeted in the location in which they are serving. The more relevant the ad, the more clicks and qualified leads you’ll win!

As well as covering each category that the client operates in, we looked at a more granular layout for Skip Hire with it being their core and focus area. Segmenting the campaign into domestic vs. commercial based keywords; we can ringfence the performance targets. Commercial work brings in higher value leads and so working at a slightly higher cost per conversion meant we could be more aggressive in CPC’s and position whilst still being profitable. Those higher CPC’s on domestic leads were increasing the costs for the client where the margin was lower.


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On first launching the campaign, the client was so impressed with the results after only 15 days that they doubled their budget!

We work with a host of verticals from skip hire all the way to high end insurance.

If you are interested in finding out more about how we can support your business then please get in touch.

thanks to.

Ajmal Mohd

Mohd. Ajmal

Senior Paid Search Executive

Ajmal has 14+ years of experience in digital marketing with 10+ years core experience in Google Ads.

Having studied and graduated in Commerce, he has a passion for numbers, analytics and meeting KPIs. His paid media campaigns deliver some of the highest ROIs across the agency down to his keen eye for detail when it comes to data.

He has the experience to handle accounts for multiple industries at scale with proven results that drive up the return and revenues for his clients. Ajmal is regularly recognised by clients for his diligence in delivering impressive ROI and recognised by DNRG for providing the best of the best when it comes to client services.

kind words.

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