Google Ads for Database Management Company – 39% increase in leads

A leading UK data company had previously used PPC and SEO agencies, however for a long time they were not receiving an adequate number of leads from their website.

They were in urgent need of boosting the volume of their website enquiries with PPC, SEO and content.

The issues

We reviewed and analysed their Google Ads account and other digital marketing and found that there were several issues including some quick-wins that could be fixed relatively quickly. Because of the way their Google account and campaigns had been set up, they were not receiving as much exposure in Google Ads as they should have been. The account lacked focus and was set up in a way that was wasting budget. We resolved and fixed all of these issues.

There was inadequate measurement and tracking mechanisms so that conversions and Google Ads ROI could be monitored, tracked and fed back into the campaigns.

Our solution

Overall, their advertising needed to be improved, restructured and expanded, which we set about implementing. We worked on making the elements of their Google Ads account more granular, so that there was greater control and bidding for example was more effective. We focused the targeting and implemented best practice, such as the addition of more negative keywords. This significantly reduced wasted budget and helped to maximise return on advertising spend.

To ensure that Google Ads could be closely measured, we set up tracking, including call tracking, and more recently Google Analytics 4 to futureproof the tracking. We also co-managed the implementation of a cookie banner which brought the company’s website in line with GDPR.

SEO and content have been improved and we executed a process for generating organic website traffic. As part of their SEO strategy, we advise on creating exceptional and engaging content that is valuable to their target audiences and helps increase search engine traffic.

Successful results

Typically, this company’s leads are lower volume with high value. After a couple of months of us working on and improving their Google Ads strategy, the campaigns that we set up performed really well and started to generate a higher volume of enquiries.

We started working with this company in January 2018. During that year there were 95 enquiries rising to 132 in 2019 amounting to a very profitable 39% increase in leads.

“We have worked with Espan since 2018 and Mark’s knowledge and expertise of SEO and PPC has dramatically increased our online presence. He is an integral and extended member of our marketing team and we greatly value his contribution.

Espan are professional, resourceful, passionate, always willing to offer great advice in any area we require, go the extra mile and we know we can rely on them to help us achieve our business goals. Mark is always friendly, proactive and responsive and it is a pleasure working with him.