The Situation
Clearsight Energy, a business water comparison service, approached Digital Gearbox with the goal to improve their lead generation efforts while maintaining a cost per conversion (CPC) of £40.
Our subsequent strategy transformed their Google Ads performance, delivering more leads at a much lower cost.
Here’s what we did.
The Solution
After being given the go-ahead, we sprang into action, creating and deploying a strategy designed to use pre-existing material, upgraded with a smarter, more data-driven approach better suited to Clearsight Energy’s goals:
⚙️ Simplified Account Structure
We designed two highly optimised search campaigns focused on relevant keywords. To ensure precision, we used only exact match and phrase match keywords, reducing irrelevant traffic and maximising budget efficiency.
⚙️ Search Term Optimisation
Regular search term reviews were conducted to eliminate queries related to domestic water services, ensuring the campaign focus remained strictly on business water comparison.
⚙️ Landing Page Experimentation
To boost conversion rate performance, we tested two landing pages: one specific to business water services and another showcasing broader offerings.
The water-specific page outperformed, generating 850% more conversions, a 25% reduction in CPC, and achieving an 11% higher click-through rate.
⚙️ Bidding Strategy Refinement
To achieve an optimal bidding strategy, we tested the pre-existing strategy – a manual bidding strategy without a target CPA – against an automated strategy focused on maximum conversions.
After a period of testing, our newly introduced automated strategy yielded 80% more conversions and reduced CPC by 26%, showcasing the power of AI-driven bidding.
⚙️ Steady Scaling
To maintain consistency and optimise results, we gradually increased ad spend, allowing Google Ads’ algorithms to learn and deliver higher-quality leads.
The Results
Our efforts delivered exceptional outcomes for Clearsight Energy:
✅ A 25% conversion rate, demonstrating the strength of our approach to regular systematic campaign optimisation.
✅ A cost per lead of nearly £10 below the £40 target, providing incredible value and greatly improving Clearsight’s click-spend yield.
✅ Consistent lead generation of 150+ conversions per month, building a sustainable growth machine for the business.
What the Client Had to Say
“Working with Digital Gearbox has been a game-changer for Clearsight Energy.
Their data-driven approach and meticulous campaign optimisation have not only exceeded our expectations but has also redefined our lead generation strategy.
They consistently deliver high-quality leads per month, below our targeted cost, and are always really helpful and friendly to work with. They also genuinely care about making the campaigns run as successfully as possible, and are proactive in their approach.
This partnership has empowered us to scale confidently and focus on what we do best—helping businesses save on water costs.” — Adam Kelly, Owner, Clearsight Energy
