156% Increase to Leads Generated for Danmarque Garages
156% Increase to leads generated
41% Reduction to CPA
£2m+ in Sales Generated in 2024
35% Increase to Website Conversion Rate
The Results:
156%
Increase in total leads generated
£2m+
Sales generated from ads (2024)
41%
Reduction to CPA
35%
Increase to conversion rate
The Goal
Danmarque Garages are a UK-based construction company providing garage roof replacements and garage refurbishment across the country.
The challenge for Danmarque was finding how to generate leads at a profitable cost per conversion.
When I took control over the paid advertising, we were faced with the following tasks:
• Manage and optimise Google Ads campaigns
• Improve CTR across the account to increase traffic
• Reduce overall cost per conversion to <£100
• Find profitable ways of scaling Google Ads budget
Goal Alignment and Research
Aligning myself with the goal was deeper than just increasing the total number of leads. Since Danmarque has a maximum capacity for operations, endlessly supplying leads that couldn't be fulfilled would be a huge waste of money.
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I worked with the operations team to understand their capacity and ensure I knew that my limit was so we could preserve ad spend in the account.
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Next, lead quality was also a major concern for Danmarque. It was pointless lowering CPA only for the customer service team to deal with low-quality enquiries that don't convert.
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With all this in mind, we determined our north-star metrics to be cost-per-lead and cost-per-project gained.
The Approach
Now that our goals were aligned, I set out the strategy that led to a 168% increase in total leads generated for Danmarque.
Account Structure
I got to work on cleaning up the account structure right away.
Keyword themes were identified and broken down into their own ad groups. Individual ad groups gave us total control over the search terms we wanted to show for and how our ads looked for each keyword.
It was also much easier to organise, manage & make optimisations.
Highly-Relevant Search Ads
Thanks to our work on the account structure, we had the power to create highly relevant search ads.
Our ads dominated the search results and helped CTRs to skyrocket.
Quality scores improved across the board too which had a great impact on our final CPC.
Mobile Landing Pages
During our analysis we found that 68% of our website traffic was arriving on mobile. This drove us to create mobile-specific landing pages using Google’s mobile-URL feature.
These pages were designed with the mobile experience in mind – easy-to-navigate, digestible content and a straightforward page structure.
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New copywriting and our proven Landing Page Formula boosted conversion rates and sent our cost/conversion plummeting.
Budget Expansion
In-depth keyword research gave us thousands of new search terms that were previously untargeted. Attacking these keywords with a new landing page helped us to continuously scale the budget at a profitable cost/conversion.