Heat Insulation

50 new customers per week from paid search in just 12 months!


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.

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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.

The Problem

Heat Insulation’s website had been neglected for a long time and information was outdated and issues were preventing potential customers from having an enjoyable/problem-free experience.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.

The Solution:

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.

Key Tasks:

Keyword research

Landing page creation

Account restructure


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.

Key Tasks:

Ad copy testing

Landing page changes

Targeting optimisation


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.

Key Tasks:

Google Analytics setup

Live reporting suite

Weekly and monthly meetings

The results

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

Let’s start a project together

Get in touch and let us know what you’re working on. We’d love to speak to you about how we can help it become a reality.

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