The Situation
The Solid Wood Flooring Company are a UK-based flooring manufacturer with a specific focus on working with architects and other commercial trade specialists.
Struggling to generate cost-effective leads for their alternative wooden flooring solutions, they offered us the chance to overcome this challenge and prove that Google Ads can be an effective marketing channel for their business.
Our Solution
Our initial audit revealed a number of critical issues with the existing account.
The biggest problem was broken conversion tracking which made measuring success virtually impossible.
The account was also relying almost exclusively on broad match keywords that were generating expensive clicks from people who were unlikely to convert.
These problems were fixed immediately as part of a general restructuring of the ads account.
We redesigned the overall structure, introducing two new search campaigns containing highly targeted keywords segmented by branded terms, and more general keywords.
As is often the case our approach was focused more on driving quality traffic. We only used exact and phrase match keywords to maintain better control of ad placements and control spend.
Our optimisation efforts were robust with search terms regularly reviewed in order to spot irrelevant terms and identify new keywords to add to our selection.
With our new campaigns launched we soon noticed a trend of more expensive clicks and leads at the weekend. Working collaboratively with the client we successfully proposed pausing activity on weekends which saved budget and further reduced cost per lead.
The Results
Six months in and the results so far are very encouraging.
So far we have:
- Successfully reduced the cost per lead from just under £180 to just under £25.
- Achieved a record-high number of conversions per month – from 7 when we took over, to 89 generated last month.
- Scaled spend by an additional £1,000 per month, maintaining performance throughout.
What the Client Had to Say
“We approached Digital Gearbox as performance had tailed off and we weren’t getting the results we needed. The team quickly turned things around, and our confidence in Google Ads has never been higher. We’re delighted with results so far and wouldn’t hesitate to recommend Digital Gearbox to other businesses looking to get serious with their ads.”
Martyn Ryder, CEO – The Solid Wood Flooring Company
