Building a lead pipeline for the future
Valcan, a cladding and construction specialist, with over 20 years in the industry across the UK, Ireland and Europe were struggling to generate cost efficient leads via their Google Ads campaigns. They had another agency managing their account for several years and over time had seen performance diminish. They came to us with a simple objective of wanting more leads at a lower CPL.
“Excellent service and support for our website – highly recommend if you need support with your website’s SEO and Google/MS Ads. Great communication and regular updates from the very helpful and friendly team.”
Restructuring to create the right foundations
Upon reviewing the account it was clear why performance was poor. They were using broad match keywords with a Maximise Clicks bid strategy which meant the keywords were mismatching to irrelevant search terms that would never convert. We quickly introduced exact and phrase keywords and switched to a Maximise Conversions at a Target CPA strategy. We also restructured the account, grouping keywords thematically across ad groups and campaigns.
It didn’t take long before our new campaigns and new structure started to yield much stronger results. We saw leads increase by 178% whilst our CPL dropped by 72%.