Heat Insulation are an insulation supplier and fitter located in Hull, East Yorkshire. Supplying the whole of the UK with the help of government funding, they (like many other businesses) found themselves forced into re-thinking their marketing strategy after funding was cut.
We were chosen to help the business drive more enquiries online through paid search advertising. The objective was to create a steady stream of new enquiries for the business through paid search within strict ROI parameters.
Heat Insulation’s website had been neglected for a long time and information was outdated and issues were preventing potential customers from having an enjoyable/problem-free experience.
With this in mind, we developed a strategy that would help address the usability issues and target relevant keywords via Google AdWords and Bing Ads.
We developed a paid search strategy based upon three elements – structure, testing and reporting to ensure they targeted the relevant people and the campaign produced an ROI that was within budget:
We knew for the account to work we needed a structure in-place that targeted the right keywords and had the right landing pages to support the user journey and ultimately increase the chances of visitors converting into customers.
Landing page creation
Once the structure was built, we began testing everything we could. With a structured testing road map, we improved CTR, conversion rate and reduced CPCs to maximise the return-on-investment.
Ad copy testing
Landing page changes
We created a robust reporting method to ensure we were able to easily access accurate and consistent reporting that allowed us to optimise the campaign to make the marketing budget go further.
Google Analytics setup
Live reporting suite
Weekly and monthly meetings
January – June 2018 vs January – June 2019.
Increase in traffic from paid search
Uplift in conversion rate for all landing pages
Increase in online enquiries from PPC traffic
Decrease in cost-per-click