The Situation
Burgess Windows and Doors is a high-end supplier and installer of premium windows and doors, serving areas across Buckinghamshire, Oxfordshire, and Northamptonshire. With a strong local reputation, they were seeking to scale enquiries from their digital marketing activity, particularly those from Google Ads.
Before partnering with Digital Gearbox, Burgess had been investing heavily in Google Ads. However, an audit of their account revealed significant inefficiencies:
- Too much of a reliance on display campaigns, resulting in high bot traffic, irrelevant placements (e.g. gaming websites), and lots of budget spent on low-intent traffic
- Conversions were largely attributed to email and phone clicks, with no easy way to verify lead quality
- Low-quality traffic was largely being driven by a keyword targeting strategy that was far too broad
These aren’t just challenges faced by Burgess. We typically see similar B2B companies struggle with issues like wasted or sub-optimal spend, low-quality leads and little to no attribution.
It was clear they needed a cleaner, more strategic setup that prioritised lead quality, cost-efficiency, and clear conversion tracking.
Our Solution
When we took over the account our first steps included:
Campaign Overhaul
We rebuilt the entire account structure from scratch, creating new campaigns segmented by branded terms, high-value product categories, and target locations.
Conversion Tracking Setup
We introduced proper form and phone call tracking, making it far easier to measure qualified leads and use the data to optimise performance.
Regular Optimisation
We implemented a rigorous programme of measurement and management including recurring tasks like weekly search term reviews, tasks designed to ensure budget was focused on relevant, high-converting queries.
Bid Strategy Refinement
We switched the bid strategy to “Maximise Conversions” once enough data was collected to help Google identify and target people with high-intent probability.
Performance-Based Budgeting
We prioritised branded and high-intent location keywords to attract people more likely to engage, cutting through the noise and driving leads ready to convert
The Results
In just five months, we delivered a dramatic turnaround in performance:
- 160% increase in monthly conversions (from 20 in February to 52 in June)
- 62% reduction in cost per conversion (from £153.29 in February to £58.66 in June)
- Steady growth in conversion rate, peaking at 7.08% in June
- More qualified leads, with form submissions increasing from 8 in April to 18 in June
What The Client Had To Say
This case study illustrates the impact of a data-driven, strategic approach to PPC.
By prioritising conversion quality and regular optimisation with improved data, we have helped Burgess Windows and Doors turn their underperforming Google Ads account into a reliable and cost-effective lead generation engine.
“Digital Gearbox have completely transformed our Google Ads account.
The leads we’re now getting are not only more frequent, but significantly better quality. What really stood out was how collaborative the process was – they took the time to understand our products, listened to our goals, and kept us involved every step of the way.
We’re thrilled with the progress and feel like we finally have full control over our ad spend.”
– George Burgess, Director, Burgess Windows and Doors
