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Reduction on cost per click
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improved conversion rate
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return on actual spend
the challenge
GEOTEC Surveys Ltd specializes in providing underground mapping surveys for buried services, utilities, voids, and other subsurface features. With over 25 years of experience, their core business revolves around non-invasive underground utility mapping.
Previously, GEOTEC had a website that was challenging to manage and lacked the capability to add content easily. To support their Pay Per Click Campaigns, they created over 100 landing pages. Managed by an external agency that only conducted reviews, every six months, this approach did not provide any assistance or education to the individual responsible for acquiring new business. As a result, every six months, a fixed number of hours was allocated without addressing the root issues.
the solution
Introducing PPC (Pay-per-Click) necessitates consistent monitoring due to the perpetual changes within the industry and among its competitors.
Expect More assumed full control of the account on August 2023. Although there were some legacy insights, the majority of the task involved starting from scratch. Additionally, the design and launch of a new website was delivered. During Google’s learning phase, the priority was to substantially invest in brand and competitor searches to mitigate any potential deficits in leads.
New campaigns were crafted by category, leveraging AI tools such as Audience identification and Dynamic Ads to achieve Campaign quality scores ranging between 90 and 100 consistently—the overarching strategy aimed to lower costs while sustaining the uptick in conversions over the long haul.
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the result
The Cost Per Conversion decreased significantly by 73%, resulting in a remarkable return on actual spending of 2,747%, marking a substantial increase of 521,757%.
By implementing daily optimisations, such as adding new keywords and excluding non-converting ones from the list, we successfully managed to reduce the Cost Per Click (CPC). This task was particularly challenging as industry-wide keyword costs were on the rise.
Furthermore, by targeting more specific audiences, we directed traffic that was more inclined to make a purchase or contact GEOTEC, leading to a remarkable 135% improvement in the conversion rate.
Much of our success can be attributed to our expertise in website optimisation. Expect More PPC goes beyond merely driving paid traffic to a website. The priority is enhancing user experience (UX) and user interface (UI) design to ensure that landing pages convert effectively, with clear Calls to Action (CTAs) that accurately reflect GEOTEC’s offerings.
Moreover, the team conducts regular monthly meetings to obtain GEOTEC’s approval on page and campaign recommendations, with consistent engagement in testing to refine strategies. PPC is an ongoing channel, and meticulous management ensures that every pound spent yields the best return on investment.
