Project TSC, a microcement and flooring company, were looking to extend their residential offer across the UK and needed a website built for lead generation, as well a PPC campaign that would drive quality leads for conversion. After the initial website build was completed and signed off, we created a PPC strategy that would allow Project TSC to gain impression share with their target audience that were searching with intent.
Introducing campaigns starting with a ‘maximise clicks’ bid strategy to gain enough learnings on data that results in conversions, we were able to achieve 5,100 search impressions in the first month and generate conversions and calls. We used this data to allow us to switch to a ‘maximise conversions’ bid strategy and identified which keywords were generating the most clicks and conversions to utilise higher spend against these. Within time, impressions increased by 120% and conversions by 575% – a huge impact of learning from the data and implementing this into our strategy.
In the next phase, we were able to take advantage of the increase in data to strengthen our bid strategies further and increased conversions by a further 66%, and cost per conversion decreasing by 40%. This is where Project TSC was able to see the real value of our strategic and data-led approach with clickthrough rate and conversion rate up, and cost-per-click decreasing significantly.
