Synopsis: This case study details our PPC campaign success for Bransby Wilson Parking Solutions. 

The challenge: The client aimed to increase relevant website traffic and inquiries, they also wanted to track conversion rates and cost-per-lead. The client’s main objective was to generate more leads of a higher quality from their website, we had to work with them determine what success looked like from their perspective. Rather than being subjective, we had to determine what constitutes a high quality of lead.

The approach: The client’s main objective was to generate more leads of a higher quality from their website, we had to work with them to determine what success looked like from their perspective. Rather than being subjective, we had to determine what constitutes a high-quality of lead. Using Google Search Console data, we supplemented the PPC campaign with relevant terms, excluding car park and brand name terms. We built campaigns using a match-type structure with two main campaigns for each keyword category: exact and phrase. We then used our in-house software, Forager and Acumen, to analyse individual word occurrences from search query data. By targeting language usage, we increased conversion opportunities and identified negative keywords. 

The results:

The client’s primary goal was to increase relevant traffic and valid leads. As a result of our campaigns, we saw:

• Valid leads per quarter increased by 800%. 
• Percentage of lead to qualified increased by 1100%.
• A Reduction in the total number of irrelevant leads, saving sales teams time and money, alongside cost of advertising spend.
• Improved ROI on our fees and advertising spend, with one customer covering the fees for the entire year.
• 1332% increase in impressions. 
• 696% increase in spend.
• 508% increase in clicks.